Symrise Announces Strong Presence in the Middle East

At its application technology site in Dubai, Symrise also tests flavors and concepts to investigate different local traditions and consumer preferences. Special flavors for the candy and baked-goods industry were developed as a result.

12/17/2010 --- Symrise began working with experts at the Dubai site about a year ago, and in the meantime, the company has become firmly established in the region. With its cutting-edge production technologies and solid knowledge of local markets, Symrise provides an extensive product portfolio and speed of service to its clients in the region.

The Middle East and North Africa Region ranks among the most important global markets for flavor manufacturer Symrise. Last year, the company was able to significantly strengthen its presence in the region with its own site in Dubai. The manufacturing site features its own fully-automated, aseptically filling and blending plant. Production capacity can reach up to 35,000 tons a year, manufacturing raw materials for the beverage industry in the region.

At its application technology site in Dubai, Symrise also tests flavors and concepts to investigate different local traditions and consumer preferences. Special flavors for the candy and baked-goods industry were developed as a result. In the field of savory foods, new ghee flavorings classified into building blocks are one example of recent innovations; among other things, these products incorporate various flavor notes that occur during the ghee maturing process.

Dr. Karim Greiss, Managing Director at Symrise, says: “The region Middle East and North Africa (MENA) is one of Symrise's key markets. Thanks to the facility we set up last year in Dubai with our own blending equipment, we can now offer our clients in the region even better and faster access to our products, services and production sites.”

The taste platform Symrise developed, taste for life, is a vital factor in this strategy. It helps produce creative and market-ready product concepts which are perfectly customized to meet the needs of consumers in the region. It covers everything from naturalness, a balanced diet, vitality and authenticity all the way to exciting sensory experiences combined with wonderful tastes. And this is also the mission of Symrise at Gulfood in February 2011: top-quality flavors at competitive prices, creative ideas for new products – and the taste that Middle Eastern clients know and prefer.