Synergy expands Thai flavor manufacturing hub on regional demand

26 Feb 2019 --- Synergy Flavours, a division of Carbery Group, has doubled the size of its Thai operation to meet growing demand for its innovative flavor solutions in Asia-Pacific. Recent expansion at the site in Samutprakarn, has included an additional 2500m2 of space, including 1,500m2 dedicated to manufacturing, plus the creation of five new sensory labs. The additional space will accommodate more than double the current workforce, with investment in human resources across all departments being made over the coming months and years. Further investment in GC/MS analytical equipment will be made in 2019, enhancing local capability.

Entering the South East Asian market in 2008, Synergy’s parent company made further investments in 2013, opening the manufacturing facility in Bangkok. Since then, sales have increased dramatically, with the operation now servicing a growing number of countries beyond South East Asia, including New Zealand, Pakistan, Myanmar and India.

Click to EnlargeThe Thai facility produces sweet and savory flavors, as well as seasonings in liquid and powder formats.The Thai facility produces sweet and savory flavors, as well as seasonings in liquid and powder formats. The dairy flavor and lactic yeast extract range from Synergy’s Dairy Taste production facility in Ireland is also warehoused and distributed from Thailand. Through its parent company, Carbery, Synergy has a unique dairy heritage that has inspired an authentic and popular range of cheese, butter and milk flavors, which deliver a fuller and creamier taste to a variety of end products.  

Customers in Thailand and across the region can benefit from specialist Asian creation and applications support across categories including beverage, bakery, confectionery, savory, and dairy, the company notes. 

“Customers rely on us for our technical capabilities, responsiveness and dairy expertise, which all help to ensure we stand out in the dynamic and exciting food and beverage markets of the region. Our global footprint and capabilities are also invaluable and help fuel our continued success,” Geoff Allen, Managing Director, Synergy Flavours (Thailand) Ltd., comments. 

"The growing middle classes in many of the region’s developing markets means there is more demand for food products and thus more demand for flavorings," notes Hugh Evans – Synergy Flavours Marketing Manager for Europe and Asia tells FoodIngredientsFirst. "We see no signs of the markets slowing down - the opportunities for us are endless and we have been able to invest wisely and quickly which is key in this region."

Furthermore, Evans notes that Japanese and Korean trends still dominate the market and when used, give products a premium feel across all categories. "Hokkaido milk products are popular right across Asia Pacific, a trend which doesn’t seem to be slowing down. By analyzing real Hokkaido milk using gas chromatography, we developed a flavor mimicking the profile at our UK facility. We were then able to use our dairy expertise in Ireland to develop a milk flavor that also builds in mouthfeel and creaminess in a variety of applications such as biscuits, cheese and bakery applications."

Each country, of course, has very different flavor expectations and it’s fascinating to profile the same flavor across different countries, notes Evans. "For example, there are many mango profiles. In Thailand, Nam Dok Mai mango is locally grown and thus the preferred flavor, whereas, in The Philippines, carabao mango is dominant, which provides a more ‘sulfurous’ profile. Consumer expectations of what mango should taste like therefore vary wildly and it’s important for manufacturers to get it right and appropriately ‘localize’ their products," he adds.

Click to EnlargeIn Thailand, Nam Dok Mai mango is locally grown and thus the preferred flavor.Steve Morgan, CEO of Synergy Europe & Asia, comments. “Since 2013, we have established a strong and sustainable local business in South East Asia, with a talented team of experts in every discipline. Demand for our quality flavoring solutions across the whole region is booming thanks to their versatility across applications. Synergy’s ability to invest further to meet growing demand reflects this hard work. With export accounting for 60 percent of sales from the site, our ability to scale-up and serve a broader customer base in the region is going to be key to achieving our growth plans.”

Synergy Flavours Thailand has commercial representation elsewhere across the region, with partners in Indonesia, Malaysia, The Philippines, Taiwan, China, Japan, Australia, New Zealand and Pakistan. Janoušek, based in Trieste, Italy, was acquired by Synergy in 2018, adding to the company’s herbal extracts and natural flavorings expertise and extending its reach into Southern and Eastern Europe. 

In terms of growth plans for the APAC region, Synergy recently established Synergy Indonesia and have a new technical facility opening in Jakarta soon. "Our plan is to replicate this model in other fast growing Asian markets to provide better local support. We see significant growth coming from Indonesia, Myanmar and Pakistan and are starting to put plans in place to enable us to service the fast-growing markets of India, Sri Lanka and Bangladesh. We strongly believe that our key points of difference will also appeal to many of these markets and we are well placed now to serve a growing geography from our Thai base," Evans concludes. 

By Robin Wyers

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