Think Mint Refreshes the World – Symrise Establishes an Umbrella Brand for Fresh Taste and Cooling Care
Symrise has pooled its expertise in freshness under the umbrella brand think mint. With this, specialists for oral hygiene and confectionery have developed a strategic platform for mint concepts with high levels of market acceptance. This trade mark of freshness for cool taste offers four decades of knowledge and practical know-how from around the world. Our own source of raw materials also ensures reliable quality at any time of the year.
21 Jan 2013 --- Mint is regarded a symbol for cleanliness, fresh breath and cooling effects; mint affects all senses. Mint gives confectionery, chewing gum and oral care products their characteristically fresh notes. Consumers especially appreciate the interplay of cooling and freshening effects. In general, products with a minty flavor create a feeling of pure, clean breath as well as long-lasting freshness. That provides self-assurance and self-confidence. Symrise specialists from around the world have pooled their knowledge over the decades and even now discover new facets of this well-loved flavor daily.
In order to bundle the know-how from all categories of the global teams across departments, Symrise has summarized this expertise under the think mint umbrella brand. Through this strategic platform, customers and consumers profit from the extensive knowledge about and a long history of sourcing raw materials and flavors for products with a minty taste. In order to continually expand this knowledge, Symrise experts are analyzing how the market for mint flavors is developing and which qualities are desired by various consumers of mint products. From these, they develop varied mint combinations with high relevance for individual markets.
The mint experts at Symrise have the menthol collections from the company’s own source of raw materials, high-quality raw materials, carefully prepared mint oils and specialties at their disposal. These were developed by Symrise for a specific reason: nature provides an abundance of raw materials. But as a result of volatile markets as well as specific customer and product requirements, Symrise has created its own sources of raw materials for mint flavors, including its own menthol production facilities. That ensures stable quality of raw materials 365 days a year.
From this diversity of raw materials, flavor specialists develop natural and synthetic mint flavors, which extend beyond the standard offerings. In doing so, Symrise is supplementing the natural offerings and supporting nature with alternatives to natural mint oils. The closed cycle of raw materials also ensures sustainable backwards integration of the raw materials used. With this expertise and efficient technology, Symrise delivers appropriate products for every market and all consumer expectations at global quality standards.
Supplementary offerings round out the broad mint spectrum: The technologies Optacool and Frescolat SC1 provide a pleasant cooling effect. Optaflow improves mouthfeel and thus is suitable for oral hygiene products. Optafresh neutralizes the bacteria that cause bad breath and gives a clean feeling from all day long.
“Mint belongs to the basic components of modern and innovative products for oral and dental care. Its characteristic profile is popular with consumers, and no other taste direction provides the same feeling of purity and freshness,” explains Ralf Hecker, Senior Vice President GBU Oral Care at Symrise.
“We are combining our knowledge of oral care and confectionery with think mint and are thereby creating additional value in the form of new mint compositions and combinations. Our customers will be able to position themselves with unique products on the market, that satisfy the tastes of the consumers – both worldwide and with regional variations,” adds Dirk Bennwitz, Senior Vice President of Business Unit Sweet at Symrise. “With the creativity and the commitment of our employees, we can continue to expand upon this expertise.”
