Symrise unveils AI and data hub in Spain to boost digitalization in F&B

Symrise has launched its first global Data and AI Hub in Barcelona, Spain, to advance the company’s digitalization strategy. The center provides a platform for boosting data-driven solutions to support the firm’s innovation in food, beverages, nutrition, and pet food.

The “#BCN Hub” provides digital solutions to help manufacturers respond to consumer trends faster, improve product development, and ensure supply chain resilience.

“The #BCN Hub will become an in-house center for innovation, collaboration, and transformation at Symrise,” says Eliza Millet, chief digital and information officer. 

“It will allow us to accelerate product development, strengthen strategic business planning, and boost operational efficiency.”

The move aims to tap Barcelona’s skilled workforce, academic institutions, and technology ecosystem for the strategic initiative. The company is partnering with the Autonomous University of Barcelona, participating in recruitment events, and collaborating with technology firms like Microsoft to utilize the city’s innovation system.

Advancing sustainability and innovation

The innovation hub focuses on six main business areas — finance, R&D, procurement, supply chain, consumer insights, and sustainability, to support the delivery of “high-quality and sustainable products.”

This move allows manufacturers to speed up innovation cycles, improve transparency, and efficiently commercialize personalized, trend-driven products.

As part of a career program, the company has onboarded 25 postgraduates for a 12-month program to combine structured learning with first-hand experience, to advance sustainable “in-house Data & AI capability.”

Digital transformation and analytics experts will guide the young talent in speeding up learning and creating long-term career opportunities within the company.

“Digitalization goes beyond advancing projects — it opens new ways to approach challenges creatively and deliver value to our customers,” says Nick Russel, chief transformation officer at Symrise.

Food Ingredients First spoke with Symrise in March about how AI allows manufacturers to understand market trends, improve formulations, and predict shifting consumer attitudes.

“The digitization of the F&B industry is unstoppable, setting new standards for the future and opening up new potential on various levels,” Leif Jago, global marketing manager, Food & Beverage at Symrise told us at the time.

Future insights

Looking ahead, Symrise aims to expand its digital capabilities, strengthen its international presence, and focus on delivering innovative solutions to support food, beverage, nutrition, and pet food manufacturers in navigating dynamic markets. 

“This hub marks the beginning of a journey that will shape the next chapter of Symrise’s digital transformation story,” notes the Germany-based firm, which reported sales of around €5.0 billion (US$5.8 billion) in the 2024 financial year.