Symrise and Shan Foods unite to unlock Pakistani flavors

26 Apr 2023 --- Symrise is partnering with Pakistani spice mix producer Shan Foods in an enterprise to “harness authentic Pakistani flavors” and deliver taste solutions for global brands.

The collaboration will focus on developing and launching “transformational food products,” which include general seasonings, bouillons, processed meat, snacks and instant noodles.

Symrise notes that the partnership will work toward supporting key customers with speed to market, with a local manufacturing footprint which will help “build sustainable employment opportunities, with backward integration models, local sourcing models and delivery channels.” 

This new venture will make Symrise more robust in the face of global food chain issues, according to Walter Ribeiro, president food & beverage Europe, Africa & Middle East for Symrise. 

“In the context of volatile supply chains globally, Symrise has committed itself to strategic partnerships. They will benefit our customers in timely and cost-efficiently delivering their winning brands to consumers,” he says.

Symrise is uniting with Shan Foods to spearhead Pakistani ingredient innovation.Hyperlocal focus
Symrise notes, “As convenience products evolve, so too does the demand for better-for-you, low in fat & salt products, ingredients with functional benefits and provenance claims, where local sourcing takes precedence.” 

Symrise has operated in Pakistan for many years and plans for the union with Shan Foods to celebrate flavors and ingredients specific to the region.

“Today, we are leveraging our strong global footprint with our winning local flexibility, market, and consumer understanding,” adds Sofiane Berrahmoune, vice president for Africa and Middle East at Symrise.

Innovating new products
Shan Foods will leverage its advanced systems to innovate new products. 

“We have invested in a research, development and an application laboratory and a manufacturing facility with quality management systems in Pakistan,” says Sammer Sultan, co-chairperson of Shan Foods. 

“Our partnership with Symrise reinforces our position as a brand that continuously explores new ideas and drives food innovation and taste development in Pakistan,” he concludes. 

Symrise expands 
This union comes as part of a broader wave of Symrise expansions, which has seen the company accelerate its growth through a strategy of investments, purchasing EvodiaBio, Schaffelaarbos, Wing Pet Food, Néroli and Romani.

Furthermore, the company acquired Giraffe Foods, a Canadian-based producer of sauces, dips, dressings, syrups and beverage concentrates, in a bid to expand its customer base in North America.

By James Davies