Symrise ramps up beverage innovation capacities in partnership with Califormulations

09 May 2019 --- German flavors and fragrances specialist Symrise has invested in a new strategic partnership with US-based Califormulations LLC, a unique platform designed to deliver “end-to-end beverage innovation” to consumer packaged goods (CPG) companies and their brands. Califormulations’ existing capacities are complemented by those of Symrise, which includes the German company’s Beverage Innovation Centers in Laguna Beach and Teterboro, US, and its offering of cannabis products manufacturer The Green Organic Dutchman Holdings Ltd. (TGOD).

Based out of Symrise’s beverage development center in Laguna Beach, Califormulations offers entrepreneurs access to a fully equipped beverage lab that specializes in rapid prototyping. The facility, staffed by a team of beverage technologists, focuses on hydration and functional beverages and utilizes important processing capabilities such as hot fill, cold fill, carbonation, homogenization and more. 

“Major packaged goods companies put their focus on agile innovation to help fuel growth around their core brands. Agile venturing and creative innovation sprints will replace the traditional and often time-consuming ‘stage gate’ innovation funnel and are changing innovation sustainably,” states Paul Graham, President, Symrise Flavor North America.

Innovative and scalable solutions for “bench to bottle”
Califormulations bundles the core needs of start-up beverage entrepreneurs – a collection of outstanding beverage flavors, rapid prototyping, full beverage formulation development and experience in innovation – for quickly developing shelf-ready, scalable products. 

With consideration to new businesses, Califormulations notes that while some early-stage beverage concepts are well-defined in terms of customer targets, usage occasions and positioning, many are theoretical and have not even reached the prototype stage. For those that have reached this foundational benchmark, prototypes are often something made on a small scale – perhaps even in the innovator’s home kitchen – and therefore not suited for scale-up or commercialization. 

Through Califormulations’ comprehensive innovation platform, Symrise is able to offer entrepreneurs “everything they need” – from flavors, formulations, applications, regulatory support, labeling and nutritional data all the way to connections with co-packers and assistance with the sourcing of commodity ingredients. It is, quite literally, a “bench to bottle” offering, says Graham. 

Califormulations technologists have access to the complete Symrise portfolio of beverage flavors and technologies, which are the cornerstone of turning small-scale concepts into large-scale market leaders. “The eclectic and artistic atmosphere of downtown Laguna Beach typifies the spirit of the Califormulations concept. It’s an environment rich in creativity and alive with energy, and our team is inspired by it,” Graham adds.

Locations in Georgia, New Jersey and California
Customers have access to these services at three locations: the newly formed Califormulations, LLC location in Columbus, Georgia – a 100,000 sq ft facility for beverage development, multi-purpose production, pilot scale flexible bottling and shelf-ready, scalable packaging; Symrise’s regional headquarters in Teterboro, New Jersey – providing global expertise in flavor solutions, including taste for sugar-reduced products; and the specialized Symrise Beverage Center in Laguna Beach, California, to inspire creativity in beverage product concepts.

At these three locations, Califormulations, in cooperation with Symrise, will deliver a rapid innovation approach composed of four integrated parts: Insights & Design, Prototyping & Evaluation, Development & Production and the Activation Ecosystem.

The Symrise team markets itself as bringing a proven reputation in beverage innovation and incubation, a comprehensive portfolio of consumer insights, a strong footprint in beverage and CPG accounts, which include core listings with global brands. TGOD adds a new element to the business through its expertise as a producer of premium organic cannabinoids. Using sustainable growing practices, TGOD offers organic CBD and other organic cannabinoids where allowed by local laws and regulations. The end result is a unique, agile, end-to-end approach to innovation with full project management across every step, Symrise notes.

The emergent tie-up further underscores efforts of Symrise in diversifying its portfolio, as has already been highlighted through recent partnerships – such as with bioengineering company Probi, in which it was announced earlier this year that the two companies are cooperating to deliver probiotic-based cosmetic ingredients.

Graham concludes, “The complementary capabilities of Califormulations, LLC will foster innovation and scale new, successful brands quickly.”

By Benjamin Ferrer