The Focus is on Taste: Symrise launches a new strategic platform for flavours

April 7, 2011 - PRLog -- What do customers want today? And what does the industry need in order to fulfill these desires? Symrise, a global supplier of flavours and fragrances provides the answers with the new taste for life® platform. This new platform offers food and beverage industries an innovative framework to develop new products more rapidly and tailor them to market needs.

With growing Asian economies and rising consumer affluence, the food and beverage industry is poised for huge expansion in the coming years. The market is witnessing fast-paced evolution as consumer preferences change. Consumers long for various qualities in their food such as health value, naturalness, enjoyment, new experiences and this reflects in their eating habits.

The new taste for life® has five brand pillars, Stay Vital, Lighten UpTM, Be NaturalTM, Just Enjoy and Get Excited. These five pillars cover the most important consumer trends that fall between the key parameters of health and pleasure.

With the new taste for life® Symrise looks at their customer’s brands and maps out which pillar they belong to. In doing so, Symrise is able to detect where there may still be service gaps in their client’s portfolios and which of the taste for life® pillars may be an opportunity for new taste development. The new platform provides a solid basis for dialogue between Symrise and its clients. “Having taste for life® is our response to the question, “What differentiates us from our competitors?” The new taste for life® helps our clients discover their many options and to position their brands and products with a clear eye to consumer preference,” explains Declan MacFadden, President Flavour & Nutrition Asia Pacific, Symrise.

In the process, Symrise’s core competence is at the focus of attention: taste – the aspect in which the consumer accepts no compromises. “For us at Symrise, it is clear that a product has to taste great, regardless of whether it makes health claims or promises pure pleasure. Without great taste, it will never be a hit among customers,” explains MacFadden.

With taste for life® Symrise is introducing a shift in perspective within the industry to become more customer-centric. There is little emphasis on molecules or types of technologies used. Instead, Symrise focuses on the consumer’s perspective and understands their needs before creating the product innovatively. “The industry not only needs service providers but also strong and creative partners for innovation. With taste for life® we are once again honouring this claim,” elaborates MacFadden.

The new taste for life® platform is an evolution of the previous one which was introduced successfully in 2006 and emphasised on product solutions for health only. Now taste for life® encompasses all of Symrise’s taste solutions. It connects in a single branded platform the consumer desires, the requirements of the industry, and Symrise’s comprehensive and multifaceted competencies and expertise.



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We are Priority – a regional integrated-marketing consulting company. Headquartered in Singapore, our territory embraces the world’s fastest growing economies all within the highly diverse Asia Pacific. Through 20 years of experience, we combine global best practice with proven tactics that deliver bottom-line results to our clients wherever they may need it. From our own offices in Singapore, Malaysia and India our network extends from Greater China throughout ASEAN to Australasia and offers the convenience of a single point of contact supported by local know-how and experience to deliver the results that you are looking for.