Symrise put strategy on "plus"

Symrise will be focusing increasing attention on concepts for health and wellness products, where salt, sugar and fat are reduced or replaced.

07/04/06 Flavours and fragrances giant Symrise has announced plans to reposition itself, three years after it was formed between the merger of Haarmann & Reimer and Dragaco. With approximately 90% of sales currently coming from classical products and 10% from so-called “plus” products, the company sees a future where those numbers will be reversed, as Symrise focuses ever more attention on health answers.

“We are changing our strategic portfolio. While we will still offer mere flavours and fragrances there will be an increasing role for sensory and technology answers in the background. We will still sell cosmetics ingredients, but we will also combine botanicals with nutraceuticals in the development of cosmeceutical products – which is a real trend”, spokesperson Katja Derow FoodIngredientsFirst.

This success and the business’ future ambition is captured in Symrise’s new philosophy: “Symrise – always inspiring more...,” claimed to represent the unique combination of science and sensory perception that opens the door for consumers to encounter new worlds of experiences, enjoyment and the senses.

“People are coming to expect and demand more from all aspects of their lives. They are more aware of themselves, their lives, their relationships and the products they consume,” says Dr. Gerold Linzbach, CEO of Symrise. “They no longer want ideas, products or services that only work on one level or stimulate one sense.” Symrise wants to use this knowledge about consumer preferences and trends so it can work with clients in translating these insights into innovative and successful products which create value – for the benefit of the customers in the fragrances, cosmetics and food industries, the consumer and of course the company itself.

Symrise will be focusing increasing attention on concepts for health and wellness products, where salt, sugar and fat are reduced or replaced. Derow revealed that Symrise is currently in the final development phase for the introduction of its TasteForLife flavour concept for salt reduction. The product should be launched in May. “Health and wellness are the mega trends of our century. It has always been an important food sector, but now the shift is definitely towards more healthy ingredients”, Derow said. She noted the possibility of how a flavour could work in a potato chip that lowers blood pressure.

Meanwhile Symrise, which is currently the fourth largest flavours supplier in the world continues to eye up acquisitions. Recently the company acquired Kaden Biochemicals, which gives them the option to combine cosmetics with nutraceuticals and Aromatics was also acquired to strengthen the company’s position in the vanilla market. Derow revealed that other strategic partnerships and acquisitions can be expected in the next six months with medium sized companies.