Symrise partners with Freddy Hirsch Nigeria to harness authentic and “hyperlocal” African flavors

11 Oct 2021 --- In a bid to advance the flavor technology platform in West Africa, Symrise and Freddy Hirsch Nigeria have joined forces, to get in front of the market growth curve expected in the next few years. 

Under the new partnership, the companies will focus on developing, launching and commercializing transformational food products such as general seasoning, bouillon meat, snacks and instant noodles. 

According to Sofiane Berrahmoune, Symrise’s sub-regional director of flavor for Africa and the Middle East, Africa’s food flavor and enhancer market is forecast to grow at 5.12% CAGR from now until 2025.

The global flavor and fragrance market is forecasted to reach US$36 billion next year, with Africa presenting the most extensive growth opportunities, according to Symrise. 

The COVID-19 effect
Nigeria is one of few F&B markets globally that grew during the pandemic, Christina Witter, director of corporate communications at Symrise tells FoodIngredientsFirst. COVID-19 has accelerated trends in the food industry by at least ten years, she predicts.

West Africa saw a growth rate of 7% with Nigeria at the forefront. Stocks (bouillons) have enjoyed a 142.86% growth in Africa for the financial quarter 2019 to 2020. Symrise has had a presence in Nigeria for the last five years.

Sauces and seasonings grew by more than 50%, while dressings increased by 39%, adds Witter. “We are seeing multiple behavioral trends tap into the culinary market,” she elaborates.

There has been a demand for natural ingredients, ingredients with functional benefits and provenance claims where local tastes take precedence. Consumers are looking for products low in salt and fats. 

Symrise and Freddy Hirsch will focus on developing transformational food products such as general seasonings, bouillon meat, snacks and instant noodles.The company will put forward applications such as dry seasonings, bouillons, condiments and sauces. 

“Within the short-term, we will focus on umami, chicken, beef and fish differentiation across culinary segments,” Witter explains.

“This infrastructure opens the opportunity for us to reach a greater customer base to handle multiple manufacturing challenges between us.”

Increased urbanization in the continent 
Berrahmoune says the African food flavor enhancer market is being driven by increased urbanization and a growing regional population consuming more processed food and beverages.

“Africa’s projected population of 3 billion people by 2050 presents a large market for food and nutrition globally,” says Berrahmoune.

“We can deliver even greater speed-to-market in Africa. This partnership with Freddy Hirsch Nigeria will give us deeper access to valuable insights about Africa’s food industry.”

Freddy Hirsch’s West African operation is the fastest-growing producer and distributor of spices and ingredients in Nigeria. Its partnership with Symrise is expected to guarantee this growth pattern. 

“We have invested in a research, development and application laboratory and a manufacturing facility with quality management systems, in Nigeria. Our partnership with Symrise provides an acceleration of flavor development across West Africa,” says Kojo Brifo, managing director of Freddy Hirsch.

Flavor enhancer growth markets
Last month, Symrise reinforced its taste solutions for plant protein products. The company revealed it is addressing changing attitudes toward meat and traditional dairy products. This trend is driven by factors including health, flexitarian diets and a desire to benefit the environment.

Earlier this year, Symrise unveiled its development, application and sensory laboratories in Dubai. The company invested around €1 million (US$1.2 million) to decode, design and deliver taste solutions for F&B brands in the Middle East, Pakistan and parts of Africa. The investment focuses on areas such as functional beverages and plant protein.

Symrise was admitted to the DAX stock market index last month, by the German Stock Exchange, in line with its expansion from 30 to 40 companies.

With a market capitalization of more than €16 billion (US$19 billion), Symrise was a sure candidate for promotion to the expanded index.

By Inga de Jong