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Making Consumers Feel Special

Source:Ringier Release Date:2011-05-30 995
Food & Beverage
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'We are able to take apart an existing product that is not doing well in the market in order to understand why it is not flying off the shelves'

Declan MacFadden President, Symrise Asia Pacific Pte Ltd

 ONE OF THE MOST ACTIVE companies in the region is Symrise, which has stepped up activities in flavour development and ramped up production for liquid flavours in Asia. Declan MacFadden, president of the Asia Pacific division of the flavour house, explains why customisation and an increasingly bespoke approach is key to success in the food industry.

 Global financial instability has proved challenging for the food industry in general, yet you feel confident about the Asian industry's prospects. What does the regional food sector have going for it?
Yes, we are confident because Asia was the fastest to emerge from the global financial crisis. Being amongst the top global flavour houses, we see that Southeast Asia together with China and India will drive overall growth in the region. The different regions have different cultures and are influenced by various societal factors. As the economies emerge, taste preferences evolve and change. Therefore, there are various prospects in terms of flavours in the food sector.

Which food industry segments are you particularly pumped about, and why?
We cover Beverages, Sweet and Savoury with expertise in several applications, from snacks and noodles to ice cream, candies, soft beverages and juice just to name a few. These are growing segments in the market, and we see great potential in these areas especially in Asia.

Symrise showed its confidence in this market with the opening of the liquid flavour plant in Singapore. Could you tell us more about what makes this plant ultra modern, and how it better serves your regional customers?
 Liquid flavours are generally used in dairy products, ice creams and beverages to add taste. We understood the growing need for such products in this region and therefore, wanted to produce liquid flavours efficiently to cater to our customers in this region.
In addition, to producing liquid flavours, the plant was involved in research and development of new and innovative products, processes and technologies. If successful, these products, processes or technologies will be transferred to other Symrise sites.
The objective of the plant was to ensure flexibility and greater production precision by increasing production shifts to two or three times more. This ensures that all our customers' demands are met in a timely manner.

South Asia accounts for half of Symrise's business in the region. What's going on in this market, and what applications can you tell us about?
We have state of the art application expertise in snacks and noodles for savoury, soft and powdered drinks, as well as ice cream and candies. What is important to us is that beyond application expertise, we provide the right flavour and delivery system to our customers, and that is where experience, as well as expertise can make the difference.
We are also promoting global taste competences in fields, which we believe offer differentiatinVans Old Skool Grise

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