Colours & Flavours | Beverage Innovation issue 79 by FoodBev Media Ltd

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BEVERAGE innovation

Colours & flavours Sponsored by ÂŠ Beverage Innovation 2010. Reproduced with the kind permission of FoodBev Media - www.foodbev.com For details about syndication and licensing please contact the marketing team on 01225 327890.

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October 2010

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Kerry Ingredients: Responding to change Kerry Ingredients & Flavours Soft Drinks Marketing Executive (EMEA) Chris Slack

erry Ingredients is working with manufacturers to prepare for the transition arising from legislative changes to flavours in January 2011. Beverage Innovation finds out more. How have you seen consumer and customer demand for flavour in beverages change in recent years? Through the downturn in the economy there has been a fundamental shift away from fashionable superfruits towards more traditional tastes. A recession always tends to invoke nostalgia in consumers as they hark back to the ‘good old days’ and in Western Europe there has been a tendency to gravitate towards the less exotic and more local flavours. Examples include resurgence in apple - hence our developments of natural, varietaltype apple flavourings which provide ‘green noted’ profiles, such as Granny Smith through to Gala and more red-type profiles such as Pink Lady. Cola is another good example of how sectors can be reinvigorated. The refreshing and complex citrus notes in cola, and emphasis on the experience of drinking, has increased volumes as consumers chose their old favourite which has provided us with opportunities. Our expertise in cola formulation positions us very well in the established Western European market and in the emerging zones within the Middle East and Africa, where we can meet country or region needs. This doesn’t necessarily mean that consumers are not interested in trying new flavour profiles. The so called superfruits and newer exotics now tend to be used as accent or signature flavours or as marketing tools to increase product value, for example the use of strawberry and dragon fruit in children’s drinks. We expect that customers will revert to being more

adventurous in their choice of flavours; and see this trend already in emerging regions like Africa. We are responding by increasing emphasis on core flavour profiles and providing natural, true-to-fruit twists and experiences that enhance the variety of options for profiles based on local favourites. Which of Kerry’s patented developments have been most successful in relation to the beverage industry? Kerry Ingredients & Flavours works on numerous developments and our most successful recent initiative has been on flavour modulation technology - fmt. This technology encompasses a range of products from masking astringency, eg with polyphenols in tea, to its most interesting aspect, that of sugar reduction. Our natural product allows a sugar reduction of between 20-30% - dependent

on beverage application, and is currently declared on pack as a natural flavouring. This means there is no need for a change in label in most cases and of course sugar reduction is very attractive to beverage marketers and end consumers. In which flavours has your core competence grown over the past year or so and what do you see as upcoming favourites? Our core competence really can be summarised by the very broad level of both flavour and ingredient solutions we can offer. Kerry recently integrated its ingredients, bio-ingredients and flavours divisions, to form a single business entity under the banner ‘where it all comes together’. This new ‘One Kerry’ approach is founded on a simple realisation: that in today’s challenging market, food and beverage manufacturers need more help from their ingredient suppliers to bring consumer-preferred products to market faster and with better value. Previously manufacturers might have needed to navigate through a tangled web of providers and sales representatives. Now, thanks to the ‘One Kerry’ approach, a single point of contact provides access to market applications expertise and a broad technology base. As an example of how this new approach works in practice, we are one of only a few flavour manufacturers vertically integrated in citrus production. This allows us to provide the full breadth of citrus products from individual fractions and specialities, through to flavourings and emulsions created using the best quality materials that Florida, Brazil, Mexico and Italy have to offer. This vertical integration gives

Chris Slack

us the scale and reliability of a world class supply chain. Our research findings show that we are likely to witness more growth in the key citrus category in beverages and we are well positioned to provide solutions to the industry. Well known patterns of diet and nutrition are changing with consumers wanting indulgence and health, flavour and functionality - how do you provide solutions to such contradictions? As a supplier of both flavours and ingredients we have access to a palette of technologies that allow us to blend ingredients together, providing functionality and masking or flavouring to provide a consumer preferred product. An example is our Emulgold proprietary blend of natural gums that have a clinically proven satiety effect which can aid weight loss. Our expertise in flavour modulation enables us to create low calorie satiety drinks that reduce the tendency towards snacking between meals - having a similar taste to chocolate bars. Indulgence and health do not have to be polar opposites.

Summary of the future Kerry is well positioned to respond as the market changes, and can provide the exciting flavours that people will be keen to try once the ‘feel good factor’ returns. We see a bright future as the market recovers.

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SUPPLEMENT 5

Flavours

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Latest trends in beverages Abelei Flavours Vice President of Business Development Troy Gooding

roy Gooding has spent his entire career, 22 years, in the marketing, sales and management areas of flavour companies ranging from small privately-owned to large publicly-traded. That experience includes global account management and international market development. Beverage Innovation taps into his business intelligence. us as customers tell us we have mastered the balance of good fruit juice-like base notes to true, not overly floral, blueberry aromatics. Our watermelon flavours are distinctively delicious as well. I could go on…

In each of your categories what do you see as a growth flavour? Brown: There has been a clear increase in the number of requests for cinnamon, maple and caramel flavours. These have always been solid base flavours, but lately have had a lot of play as background or accent notes in more complex flavour systems. Nut and nut free: Walnut has been very popular in the past year or so. This is especially interesting as tree nut flavours in general, especially peanut, have been shunned for years due to their allergen baggage. Nut free flavours are often requested, though their actual use in new products has always paled in comparison to their intrigue. Tropical: Next to traditional fruit flavours, we are seeing more requests for tropical flavours, than for any other category, especially when superfruit flavours are included. Our mango, lychee, passionfruit, guava, pomegranate and soursop flavours are all sampled routinely and are all being used in a growing number of beverages and confections. Additionally, requests for the less tasty superfruit flavours - açai, noni and goji - remain steady due to the

perceived health benefits of the named fruit. Typically, superfruit flavours are blended with more tasty traditional flavours (açaiberry, peach-mangosteen, gojiorange). However, if stand-alone authentic profiles are requested, we have them. Florals: Florals is the most interesting new flavour category. High, pleasant aromatics have always been desirable in beverages and foods. Floral accents play to the natural health and wellness trend, and add interest, even intrigue, at low cost. For instance, a hint of lavender in a lemonade adds pleasant complexity without being offensive. We are also getting a lot of requests for rose and chrysanthemum flavours, and there is a fair amount of experimentation blending florals with a broad range of more traditional flavours such as vanilla, chocolate, and strawberry. Soft Fruits: Soft fruits are the staples of the industry and the flavours of highest commercial appeal and value. Regional profiles of apple (for example Fuji), and blends of berry flavours continue to attract the highest interest of beverage developers. Blueberry is gaining renewed interest, though this may be unique to

Citrus: Recent volatility in the market for lemon oils has resulted in a resurgence in orange and lime flavours. We’re also seeing more interest in regional flavours such as pomelo, persimmon and Mexican pineapple.

Volatility in lemon oils has led to a resurgence of orange and lime Dairy: With sales of yogurt on the rise due to its health benefits, requests for yogurt and milk type flavours are becoming more common. Getting the right balance of cultured dairy flavour notes in a low fat smoothie or dessert product can be challenging, and it is most efficiently achieved when product developers work closely with our flavour team. Masking stevia is a critical ability right now - how do you see this area? Stevia has unpleasant, lingering off notes with some grades or sources being worse than others. Still, with its natural claim and commitment from large industry players, it makes

Troy Gooding

sense to continue to work on masking stevia. Abelei has a line of stevia masking flavours for specific beverage applications. Having worked with most of the sources of stevia puts us in a good position to create custom flavour solutions for specific formulations. How long does it generally take to achieve a fit between a customer’s expectation and the actual flavour blend? It depends on how clear and open the communications are. Even with an NDA in place, customers are often hesitant to be as open as necessary which consumes clock. We find that when a customer comes to our lab with a clearly defined project and unflavoured base, they usually return to their labs a day later with four to five very acceptable prototypes. What are the challenges for you in the flavours industry right now? Exposure and the resulting opportunities to compete for flavour business. This company is still a well kept secret, even though 2011 will be its 30th year in business. We have the expertise, equipment and world class service required to add tremendous value to beverage and food customers. Customers who know us, love us, as per our fan page.

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Colours and Flavours

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Powershot: organic energy drink case history

owerbrands launched its Powershot 330ml Organic Energy drinks at the Natural & Organic Products Show at London Olympia this April. The brand has developed from its original 10ml panax ginseng shot to offering 330ml tea based energy drinks in three flavour blends. Now exporting to Spain, Germany, Iceland, Poland, Slovenia and Nordic countries, Claire Phoenix spoke with Managing Director Tony Parente.

How long before launch did you first conceive Powershot Organic Energy drinks? It took around five to six months from conception to develop. Our panax ginseng shots contains 60 year old, C minor panax ginseng root plus gingko biloba and we were keen that these organic energy drinks would also taste great and be effective. We took the plan for the new drink to our shareholders as a move into the energy sub sector. This has never been about soft drinks. Our plan for the second phase of the business was to move panax ginseng to a beverage offering but we wanted to achieve this without caffeine, taurine or guarana. Which flavour house did you work with? We worked with nutritionist Sarah Jane Brewer and knew we wanted to use a vitamin, mineral supplement (VMS). We buy our compounds from Döhler, working with Martin Walsh in the UK. We had five or six different tastings at their research and development centre in Denmark.

the black tea could be challenging to work with as it has a strong aroma but it is a natural partner with peach. The drink contains 7.6% fruit juice from concentrate (from apple, lemon, peach and açai). What was your target market and how is this ingredient formulation meeting their needs? Our consumers are aged 25+, health conscious and prefer a natural product. Agave as a sweetener is important as it gives a low GI rating. It also provides a good masking effect for ginseng and tea extracts which can be challenging in terms of flavour. Each 330ml bottle contains 3g of tea, that is as much as in the average tea bag. We were not originally considering organic and just

wanted to produce a natural beverage. But even grocery category buyers can get confused re natural. The key was to offer value and taste with refreshment. Which ingredients did you try that definitely did not work? The açai was important as this has received media coverage and is understood to have a great antioxidant effect. The pomegranate is a sexy new fruit which is attracting headlines. And the peach is a natural bedfellow to black tea. We were determined to achieve a functional benefit but some tasted too weak and others slightly musty. It also has to look good - so clarity is important. Of course with fruit juice you will have a bit of haze and the problem with filtering is that you tend to remove beneficial particles.

We have an organic credited production line in Germany with organic coding accreditation. Did you arrive with ideas for ingredients already in mind? Yes, we planned to provide the panax ginseng as we are proud of the high quality of our source, then we set out to create a ‘clean recipe’ using natural ingredients. Tea was added for its functionality - its high antioxidant and polyphenol content. We carried out accelerated storage tests equivalent to 12 months. We knew

The level of tea extract is also important as it can give a bitter, drying aftertaste if not mashed properly. What you are aiming for is the delicate flavour of the tea to come through.

The white tea with cherry and açai is aimed at the female market Shelf life of such ingredients is critical - by what process are they made? We use a hot fill method with no preservatives added. The juices are from concentrate. The ginseng arrives in 20 or 25 litre drums and the fruit concentrate in eurotanks. We also use barley malt extract for a slightly malty flavour and denser mouthfeel. And in terms of colour - these reflect the black, green and white tea? What was the thinking here? We are keen to bring more female consumers into the category and so the white tea with cherry and açai is definitely aimed at this target market. It was launched at Anuga and Biofach and market research has shown that women like the pink colour spectrum of this product and label. Colours are natural grapeskin and beetroot skin, which are both high in anthocyanins. What sort of marketing have you carried out? We targeted 3,500 business women in the city with high level sampling of the Organic Energy drinks - both through the PA Club and the IPA (Institute of Professional Administrators) and a business forum.

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SUPPLEMENT 7

Flavours

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Wild Flavors GmbH report on amendments to the flavour regulations:

he new EC flavour regulation 1334/2008 takes effect on January 20, 2011 - so manufacturers now have only a few months to adapt their product formulations. They essentially have two options: rework the current flavour claims into the ingredients list of their products, or change their formulas. “We have noticed that an increasing number of manufacturers are choosing to modify their product formulations. They are reaching for natural alternatives to flavour their products”, remarks Hélène Möller, Product Manager at Wild, part of Wild Flavors GmbH.

“Many manufacturers are using the new regulations to incorporate new, natural products into their portfolio, or to increase the high quality of products using natural flavours. Natural ingredients play a significant role in consumers’ purchasing decisions”, explains Möller. Wild supports its customers with all required formula modifications, drawing on decades of experience: The manufacture of ingredients found in nature and the development of natural product formulations has been the company’s main focus for nearly 80 years now.

FTNF core competency One of Wild’s core competencies is the manufacture of natural

January 20, 2011: new legal requirements The new EC regulation 1334/2008 on flavours and specific food ingredients with flavouring properties sets out a stricter definition of ‘natural’. This applies to the manufacture of flavouring components, as well as to their declaration. The amendments relating to product claims apply only to natural flavours; for example, ‘natural flavour’ is no longer an umbrella term. New categories for all flavouring components are also being introduced, and the previous flavour categories ‘nature identical’ and ‘artificial’ will be omitted. The latter will particularly affect future product claims and labelling, as claims such as ‘no artificial flavours’ will be redundant. Furthermore, the new flavour regulation is introducing what is known as the 95/5%rule

- a 90/10% ratio has been common practice in the industry up to now. The new regulation states that 95% of the flavouring components must originate from the named fruit, and specifies additional requirements for the 5% component. In particular, the 5% must not intensify the flavour of the end product, but must simply round it out. The 95/5% rule thereby forms the basis for deciding when the particular flavour may be advertised as FTNF in the list of ingredients. Products that are not compatible with the new EC flavour regulation may be sold up until their best-before date, provided they were lawfully distributed or labelled in the 24 months prior to the effective date of January 20, 2011.

flavours, such as high quality FTNF flavour extracts. These originate exclusively from the named fruit and meet the requirements of the new regulations. Wild provides flavours to the beverage industry created in accordance with the 95/5% rule. This is rooted in the new EC regulation and states that 95% of the flavouring components must originate from the named fruit. “We provide natural flavours that can continue to be declared natural flavours. We also have flavours in our product range that can be advertised using the name of the fruit. These include flavours created in accordance with the 95/5% rule, as well as the natural, high quality FTNF flavours,” says Möller. Various aspects play a role in the extraction of an FTNF flavour. “First of all, the aroma and flavour profile of the raw materials is decisive,” explains the ingredients specialist. “The fugacity and solubility of the components must also be taken into account. The interplay of raw materials selection and technical expertise makes manufacturing high quality

flavours a very complex endeavor. Wild’s top priority when extracting FTNF flavours is always to process the raw materials as carefully as possible so that the natural flavour profile is maintained.” Careful processing preserves flavour Wild uses fresh or flashfrozen fruits as the base product for extracting FTNF flavours. Only healthy, flavour rich raw materials are considered for flavour extraction. The company uses special techniques for processing the fruit into FTNF flavours. Efforts are focused on obtaining a high yield and retaining the original flavour profile. The result is a highly concentrated, alcohol or water based liquid FTNF flavour extract with high levels of microbiological and flavour stability. The aqueous basis makes it possible to extract FTNF flavours without using alcohol, making them well suited for use in products for Islamic countries. In addition, kosher certificates are available for most of Wild’s FTNF flavour extracts. To ensure that quality remains consistently high, individual batches are standardised in accordance with internal analytical and sensory specifications. Furthermore, FTNF flavours are available all year round - another clear advantage for manufacturers.

Non alcoholic cider mixes Wild Flavors is launching new products on the adult soft drinks sector: the company has turned to cider as the basis for new non alcoholic beverages. And with the added touch of flavours like blackcurrant or bitter orange, Wild has presented new Cider-Mix beverages. With their tart, tangy, fruity notes, the non alcoholic Cider-Mix concepts are a perfect match for the palates of adult consumers, and they offer a refreshing alternative to classic soft drinks and alcoholic beverages.

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Demand for flavours to reach $23.5 billion in 2014

orld demand for flavours and fragrances - including flavour and fragrance blends, as well as essential oils and other natural extracts and aroma chemicals - is projected to increase 4.3% per year to $23.5 billion in 2014. Overall advances will be stimulated by gains in food and beverage processing activity, which is the largest market segment.

The main areas of use for FTNF flavours in the beverage industry are juices, fruit juice drinks and nectars. Möller sums up the background as follows: “Ideally, flavour extracts from the named fruit are always used when the manufacturer and consumer place great importance on the use of natural ingredients and when they are to be advertised.” Many FTNF flavours, including those from vanilla and citrus fruits, provide alternative options for the ingredients list, such as declaration as vanilla extract or citrus oil.

Natural fruit taste with prospects for the future The amendments to the European flavour regulations, and specifically the new definitions of natural flavours, will shape the beverage industry significantly in the coming years. Wild predicts that an increasing number of manufacturers will replace artificial and natureidentical flavours with natural alternatives. However, if they want to advertise only the named fruit on their products, FTNF flavours are a good choice.

for flavours and fragrances in these regions’ generally underdeveloped end-user manufacturing industries.

The best opportunities for flavours and fragrances will be found in the Asia-Pacific region, which will account for one-third of total value gains between 2009 and 2014. These and other trends are presented in World Flavours & Fragrances, a new study from The Freedonia Group, a Cleveland based industry market research firm.

Over the forecast period, the AsiaPacific region will surpass Western Europe to become the second largest regional consumer of flavours and fragrances behind North America. In particular, China and India will see some of the fastest growth in demand and output, as multinational producers continue to establish subsidiaries in these countries to meet local demand.

While the US is by far the world’s largest user of flavours and fragrances (accounting for a quarter of world demand in 2009), the fastest growth will occur in developing regions. Advances in Asia, Central and South America, Eastern Europe and the Africa/Mideast region will all outpace the global average. Industrialisation trends and increases in living standards will fuel demand

Food and beverage processing, which accounted for 47% of aggregate demand in 2009, will remain the largest market segment for flavours and fragrances. The expansion of fortified foods and beverages will provide opportunities, since flavours are often used to cover up the off-tastes of vitamins, minerals, antioxidants and other added ingredients.

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SUPPLEMENT 9

Colours and flavours

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Natural caramel saving costs

D Williamson has developed an acid-proof, class one, dark caramel colour for customers in Europe and announced the product to the North American market. European customers may label it ‘colour plain caramel’ or ‘burnt sugar’ depending on whether the product is serving as a colour or flavour in the food or beverage application. Claire Phoenix interviewed US based CEO Ted Nixon regarding the use of caramel for colour and flavour. In recent years DD Williamson has expanded its portfolio of caramel colour to other naturally derived colourings and blends.

How has the market changed with regard to customer demand regarding beverage formulation in recent years? From a main standpoint what we have seen in the drinks industry is a conversion to natural. DD Williamson has always focused on naturally derived ingredients and uses nothing artificial. However, we are aware that artificial colours can be simpler to use. We have factored in the need to take into account the pH of beverages, use of flavouring oils, and stability issues - by that I mean beverage stability regarding shelf life and stability in light. We have to bear in mind that beverages sometimes travel a long way. They spend time standing in warehouses, and on trucks and we all want them to arrive tasting and looking great. You say consumers taste with their eyes - setting the table for other sensory experiences - have you carried out market research to assess this?

No, we have not - but there is quite an amount of data available. We know that we use our eyes to detect contamination - say if a food has gone off. We also perceive taste by looking at a drink. For instance, a few years back a clear cola was launched and the consumer found it just did not have the taste they expected, or rather did not look the same as it tasted. What all manufacturers are looking for is batch-to-batch consistency. When certain superfruits vary in colour according to the season, caramel can be used to maintain a consistent colour offering. It helps ensure standardisation, as the consumer wants their drink to look the same every time. For instance, with elderberry blends if the pH is very low, then it may turn red. If it’s more neutral, like a soy mixture, then it might be blue. Use of caramel can address this.

The caramel colour actually protects the drink - which is why cola (which uses caramel in its formulation) can be sold in a clear bottle, while lemon lime beverages generally come in a green bottle to offer a UV light barrier. Caramel is a very stable product, offering a good length of stability, and it blends well with flavours. What types of non alcoholic drinks have you been working on that are outside the normal colas and CSDs - sports, energy, functional or other? Iced tea, malt drinks, fruit blend drinks? Juice drinks have been getting a lot of play from a colour standpoint. As have drinkable yogurts - these are both drinks sectors in which we have experienced increased business. Proteins carry a colloidal charge. If the beverage contains protein, the caramel colour must have a similar colloidal charge. If you mix positive and negative colloidal charges, they come together to form a haze, or precipitate. If there is soy protein you may have to use a positive caramel. If you’re using a milk base, you may want to use a negative caramel. Caramel colour is also being used increasingly to enhance coffee flavour and colour, as coffee is a costly commodity. Of course it does not have the caffeine content but in many cases that is not required. Cost optimising is a high priority for many beverage companies. We also offer caramelised apple from 100% apple juice

Ted Nixon

concentrate, which offers sweetness and colour as well as flavour. And what have been the challenges? Since the Southampton Six Colours were named as potentially affecting a child’s concentration, there has been a noticeable movement to natural in Europe with less bright colours being accepted. Using caramel in drinks with natural colours such as red berries or purple sweet potato can be extremely helpful in terms of stability. In fact the sooner we are brought into the process of drink formulation, the better. Generally we work sideby-side to produce a customised colour solution. A natural colour is generally a blend of multiple colours. We work with the food formulators to get the hues they are looking for. For instance elderberry with a carotene blend may bring the best results. Regarding the release of an acid proof caramel or burnt sugar, why is this necessary?

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Mainly due to the transition to natural as the use of this caramel in soft drink concentrates helps to protect natural colours and flavours from light deterioration. Burnt sugar is a natural flavour with incidental colour and most importantly, colour without an E number. Our acid-free, plain caramel colour does not have the essential additives that a regular class two, three or four caramel would have. Caramel colour also acts an emulsifying agent in concentrates and so reduces the need for gums. Following the increase in nutraceutical drinks - which are really selling under their natural benefits - you want a good natural label. And what about cost issues? From a pricing standpoint using caramel colour makes great sense. You can ensure colour with price stability. We offer more than 100 types of caramel colour, from red tones, to yellow tones to deep browns. We have noted a move to coral red tones in drinks recently. Caramel brings about a colloidal charge and is used to emulsify

with flavouring oils. Using a caramel colour with the correct colloidal charge enables emulsification through colour. And labelling? If a customer wants to use caramel as a colour then it can be labelled caramel colour plain. Burnt sugars have been around for hundreds of years and as many soft drinks are acidic beverages they are not stable. We have developed a caramel that is stable at pH 2.5 rather than others we see which are stable at pH 4-5. We monitor our products very closely so our products will have the same specification wherever they are sold in the world. Which is exactly what the customer and consumer are looking for. Are products already on the shelf that are using this new product? Not as yet, as this is very new. However we expect to see them on the shelves shortly as many drinks using it are currently in formulation.

Garden of Colours at HiE

t HiE 2010 food colouring expert GNT will demonstrate the potential of natural concentrates. Visitors to the ingredient trade show being held from 16-18 November at IFEMA, Feria de Madrid, will discover an array of application possibilities. With EXBERRY, GNT has developed a range of natural colouring foods that achieve excellent results. The concentrates from ripe fruits, vegetables and other edible plants are obtained by traditional physical processing and without the use of chemicals. GNT maintains control of each step of the production process - from selection of the raw material to contract cultivation and right through to the finished product. Alongside the sensory experience provided by the ‘Garden of Colours’, visitors to the stand will be able to obtain comprehensive information about the products themselves with samples in many shades on show. Food technologists will also be on hand to answer questions about technique and applications, and chat through innovative product concepts. A special focus of the stand will be the new EU regulation for food colours. As of 20 July, all products containing one of the questionable ‘Southampton Six’ colours need to carry a warning notice. However, the EXBERRY range of colouring foods can be used without limitation or labelling requirements - so are a good alternative to colours affected by the new EU regulation - and for all food colours which need to be marked with an E-Number.

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SUPPLEMENT 11

Flavours

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Brand fitting taste solutions from Symrise

aste for life - the new flavour platform from Symrise incorporates solutions developed to match customer insights. Interview by Claire Phoenix. Filing over 430 patents since 1995 - which have been most successful in relation to the beverage industry?

How have you seen consumer demand for flavour in beverages change in recent years and how are you able to respond? Consumer demand for flavour in drinks has changed dramatically over the last few years. The consumer looks for varied taste solutions depending on the situation and occasion. Health and wellness are no longer trends - they are must haves. On the other hand demand for pleasure and indulgence is increasing. Between these two poles are a number of beverage alternatives. Symrise has developed a platform - ‘taste for life’ - to develop solutions relating to consumer insights. In addition to classical market research the company focuses on new media seeking for trends on the World Wide Web via netnography. Social media such as blogs, forums and Facebook indicate current trends in online time. Users give authentic insights in their preferences so upcoming trends can be seen clearly. It is no good chasing after trends - for Symrise it is critical to stay one step ahead and respond with brand fitting taste solutions.

The generation of additional IP on three levels is an essential element of Symrise citrus competence. The first comprises patents and trade secrets for value added flavour ingredients. The second level addresses new technologies for the concentration, purification and subsequent formulation of citrus flavouring. Typical examples are extraction and separation technologies for fruit derived flavour systems as well as new liquid and dry delivery systems with improved stability and taste performance. The third level is built on sensory targeted functionality for improved mouth feel and juiciness. Known for expertise in citrus flavours, what do you see as upcoming trends in this sector? Whether lemonade, fruit juice containing beverages or near water: Consumers have long preferred products with citrus flavours. Two-thirds of the world’s flavoured non alcoholic beverages feature the taste of citrus. The top flavour is orange, followed by lemon, tangerine, lime and grapefruit. This is reported in regular Symrise studies.

In the alcoholic sector citrus flavours are as dominant as in the non alcoholic segment. An estimated 35-40% of all alcoholic beverages are flavoured with citrus. Furthermore, 25% of herbal liqueurs contain citrus flavours. Starting from low alcoholic beverages (LAD/RTD FAB), to wines, cocktails, beer mixes, flavoured beers, liqueurs, herbal liqueurs and bitters up to flavoured vodkas, citrus is the favourite taste. However, it is not always the classical taste of orange or lemon, there are many exotic citrus flavours - from limequat to yuzu and calamansi. What are the characteristics of your citrus flavours? The three pillars of the Symrise Citrus programme ‘Naturally Citrus!’ are True to fruit, True to nature, True to life. Following these key claims we produce particularly authentic citrus flavours, processed near to their source and offering the exact flavours, the consumer requires. Symrise offers custom designed beverage solutions with an emphasis on citrus variants. New technologies are a very important part, making well known profiles such as lime more authentic, fresher and more stable. Offering the desired beverage with the matching flavour is always a challenge.

Beer mixes have to be treated differently to flavoured vodkas for instance but in both cases clouding and sediments have to be eliminated. A further important aspect is the guarantee of high stability on citrus flavours as ingredients like acids, alcohol etc could have a considerable influence on the stability in the end beverage. By customised taste developments, exactly adjusted to the final use, Symrise offers the highest reliability on an optimum quality. What kind of technologies are used for citrus flavours? The portfolio comprises the full spectrum from extraction, to isolation and purification technologies. Specific focus is given to new emulsion and encapsulation systems to deliver stable and taste improved citrus flavours. Recent improvements have been achieved in the field of authentic top notes based on improved concentration processes and clear solubility via innovative separation technologies. Symrise citrus competence is a direct result of a comprehensive technology initiative including the Citrus Competence Centre in Sorocaba, Brazil. What does the Citrus Centre in Brazil offer? Sorocaba is very close to the orange groves of Campinas and is a good location to centre Symrise citrus activities. Lemon production in Argentina and lime production in Paraguay are also part of the Symrise citrus network. Citrus production in Sorocaba comprises highly specialised technologies for the production of multi concentrated citrus oils as well as concentration and purification technologies. New specialities are developed here for the Symrise group worldwide.

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Colours

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Natural is the way forward: industry report

ood and drinks manufacturers across the world are turning in greater numbers towards natural colourings for inclusion within their products, as consumers increasingly shun foodstuffs containing artificial ingredients and additives. This trend is also driving demand for colouring foodstuffs, which are increasingly coming into favour since they are not classed as additives and therefore require no E number.

reduced stability compared to artificial colours. But what we’re looking for is to be able to make a rapid assessment of what a product’s shelf life will be when using a particular colour,” he said. “We want to give a more quantitative view of what the stability will be like, rather than just saying it is less stable than with artificial colours.”

Natural colours tend to have reduced stability, but . . . The global market for food colours grew by 2.1% during 2009 to reach $1,450 million, and has risen by 16% in value terms compared with levels in 2005. The world market for natural colours has increased by almost 35% in value terms during the same period. The food industry accounts for more than two-thirds (67%) of the global market, ahead of soft drinks (28%) and alcoholic beverages (5%). Although sales remain heavily skewed towards Europe and the US (together accounting for 64% of sales), demand is rising in countries where sales of processed foods are growing, such as China, India and Brazil.

Global Market for Food Colours is a new publication from Leatherhead Food Research. The report analyses both natural and synthetic colours, as well as the growing colouring foodstuffs sector, examining sales of food colours by both region and application. Also included are profiles of many of the world’s leading suppliers, as well as a

Accelerated deterioration protocols

review of significant regulatory and technical trends.

Natural food colour report Food research group Leatherhead is in the final stages of a testing project on natural food colours, which it expects will provide clear guidance on the stability and shelf life of the ingredients. In the first phase the group is assessing colours from chlorophyll, anthocyanins and lycopene in both confectionery and beverage applications. According to Wayne Morley, head of food innovation, the findings will help manufacturers determine their product formulations by providing a quantitative analysis of the stability of certain natural colours. “It’s generally accepted that natural colours tend to have

The stability of food or beverage applications is determined by a number of factors, all of which are linked to their ultimate shelf-life. These include microbiological factors (such as the growth of yeast or mould), organoleptic properties (the taste, texture or smell) and physical stability (for example separation or sediment formation). Leatherhead’s testing service for natural colours aims to accelerate the deterioration that products undergo in order to obtain an early indication of their stability.

climate chambers can be adjusted from -10°C to 90°C “We develop accelerated protocols, which usually involve storing the product at high temperatures, in intense light or in more humid conditions. Then we try to relate the

product’s accelerated behaviour to standard room temperature behaviour so we can get an idea of what the stability and shelf life would be.” In order to conduct this testing, the group’s facility is equipped with climate chambers that can be adjusted to temperatures from -10°C to 90°C, a humidity range of 10-90%, and with UV, white light or other light conditions on request.

Assessment Colour measurements are assessed using a number of techniques, including the HunterLab colorimeter (which provides colour measurement in solid, granular, flake, powder, paste and liquid form), the Spectrophotometer (which measures absorbance at specific wavelengths relating to the colour shade of the sample) and trained sensory and consumer panels. Once the first phase of the project is completed, Leatherhead will make its findings available to members and publish a paper. A follow-on project is being discussed, to look at the behaviour of different colour ingredients or different food and drink applications.

www.foodbev.com/beverage October 2010

SUPPLEMENT 13

Flavours

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Character revealing flavours

Natural Sweeteners - masking the off notes

appiness isn’t just a state of mind - it could also reflect the state of your plate, says a new survey. According to the Lawry’s ‘What’s Your Flavour’ survey, a nationwide poll of 1,000 US adults that looked at the behaviours of people based on their flavour preference, fans of tart flavours (such as citrus) are the happiest across a range of personal and professional areas - more so than individuals who prefer spicy, sweet or savoury flavours. The survey found that people with a tendency towards tartness consider themselves extremely happy, and are particularly happy with their family life, finances, work/life balance - even their health. These troubadours for tartness, representing the largest group, are also social butterflies. The Joyous Joiners are extroverts who love to entertain at home, find it very important to join in social events in the community and love to express their creativity. This sociability also extends online - they’re active on the greatest number of social networking sites. “We know that people love to express themselves through the food they prepare, so we wanted to take a deeper look at what excites consumers’ tastes,” said Erin Stine, Product Manager for Lawry’s.

According to the survey, those who prefer spicy flavours are confident, adventurous people with a passion for travel. While they’re the biggest risk takers and can be impulsive, don’t confuse it with recklessness - this segment is also resourceful, analytical and most able to ‘look at the big picture’. These Self-Assured Adventurers also have the biggest passion for cooking and enjoy the most diverse cuisines. On the other hand, Sweet Lifers (those who prefer honey and fruit infused flavours) are a family focused group that are the most kind and most loyal, though you probably wouldn’t hear any of this directly from them because they’re also the most modest. The taste preferences of Sweet Lifers are influenced by their parents, they enjoy family entertainment, and consider themselves spiritual.

ivaudan is continuously investing in masking solutions for new sweeteners that are entering the market, especially as natural alternatives become more widely available. The high intensity sweetener Reb-A, which received GRAS status in the US in December 2008 and won French government approval last September, looks set to become a mainstream sweetener in the food and drinks industry, pending approval by the European Food Safety Authority (EFSA) in the near future. Reb-A is one of the major steviol glycosides found in the leaf of the stevia rebaudiana plant. It is 300 times sweeter than sugar, is natural in origin and has no calories, making it an attractive option for manufacturers wishing to address the market for naturally derived foods and beverages with reduced, low or no sugar. Reb-A sweetened products often encounter significant taste problems with negative lingering off-notes of liquorices, bitterness and

astringency. Effectively masking these, whilst keeping the total flavour profile in balance, will be the key to securing consumer taste preference within the market space created by the new generation of low calorie all natural products sweetened with Reb-A. The company’s receptor based discovery programme is at the forefront of taste innovations for Reb-A sweetened products. With an unparalleled knowledge of how the Reb-A bitter receptor works, it is able to design solutions for managing sweetness taste challenges. Food and beverage developers can tap into Givaudan TasteSolutions proprietary flavour and taste creation palettes, technologies and proven applications expertise to help them launch new and reformulated drinks.

The final survey segment looked at those who prefer savoury flavours (a touch of salt and seasoning). These Conventionalists are introverted, the least adventurous and describe themselves as ‘homebodies’. They enjoy camping and hiking and love outdoor barbecues as well as American cuisine. They are big fans of reality TV and are passionate when it comes to politics. First published on FoodBev.com © Beverage Innovation 2010. Reproduced with the kind permission of FoodBev Media - www.foodbev.com For details about syndication and licensing please contact the marketing team on 01225 327890.

14 SUPPLEMENT

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