Symrise Introduces its New Global Brand: Naturally Citrus!

20/07/07 The new global brand NATURALLY CITRUS! is the innovative platform for flavors and fragrances manufacturer Symrise to bundle its one-of-a-kind expertise in the field of citrus flavorings. By launching this brand, Symrise is efficiently taking the next step and combining its wide-ranging product palette of citrus flavorings, its innovative technologies and its investments in one of the most important citrus-growing countries in the world. Symrise's international citrus initiative is being launched via its Global Citrus Center, which is currently being built in Sorocaba, Brazil. With NATURALLY CITRUS!, the corporation for flavorings and fragrances meets the constantly growing demands of the market and offers its clients individual, natural flavoring solutions with authentic tastes.

The core of the new brand comes from three brand concepts: “Uniquely Yours,” Freshly Made” and “Proven Stability.” Uniquely Yours Symrise provides its clients the maximum possible selection of citrus flavorings with distinctive, unmistakable flavor profiles using both optimized tried-and-true technologies such as MC (multi-concentrated) oils as well as state-of-the-art techniques. New innovative technologies make it possible to create natural flavorings which were once inaccessible; these new products have a major impact on a well-rounded flavor profile. This is a major advantage for Symrise clients: it allows them to give their own brands a customized profile with an exceptional authentic taste that clearly sets them apart from the competition. As the name says, they are “Uniquely Yours.”

Freshly Made

50% of the world's supply of oranges comes from Brazil. Symrise wants to take greater advantage of its proximity to the most important citrus-growing region in the world, which is why it is expanding its existing development and production facility by an additional 30,000 m2.
 
Proven Stability

The most important product characteristic in citrus is a fresh and authentic taste. Symrise uses its outstanding innovative technologies such as encapsulation, isolation and extraction technologies to give flavorings demonstrably enhanced stability. This keeps a product's flavor profile constant over a longer period of time.

“Our NATURALLY CITRUS! offers our clients innovative flavoring solutions for the high standards of the market. We have combined our decades of experience and the entire extent of our citrus expertise in NATURALLY CITRUS!. At the same time, we have created a physical location to focus this concentration – our new Global Citrus Center is where we implement our unique knowledge directly in the world's largest orange-growing region. As one of the leading research corporations in the industry, we are always pursing innovation. “This benefits our clients – and us as well, of course,” says Dr. Heinz-Jürgen Bertram, Global President of Flavor & Nutrition at Symrise.

To make the company's citrus expertise more tangible for clients, Symrise is creating Citrus Showrooms across the globe. In these special facilities, clients can experience the Symrise world of citrus first-hand via top-of-the-line technology; the Citrus Showroom can also serve as an inspiring site where creative and strategic meetings can take place. The first of these global Citrus Showroom has been opened in Holzminden. Others will be set up in North America (Teterboro, New Jersey), Brazil (Sorocaba) and Singapore.