Symrise Introduces its New Global Brand: NATURALLY CITRUS!®
18 July 2007
The new global brand NATURALLY CITRUS! is the innovative platform for flavours and fragrances manufacturer Symrise to bundle its one-of-a-kind expertise in the field of citrus flavourings. By launching this brand, Symrise is efficiently taking the next step and combining its wide-ranging product palette of citrus flavourings, its innovative technologies and its investments in one of the most important citrus-growing countries in the world.
Symrise's international citrus initiative is being launched via its Global Citrus Center, which is currently being built in Sorocaba, Brazil. With NATURALLY CITRUS!, the corporation for flavourings and fragrances meets the constantly growing demands of the market and offers its clients individual, natural flavouring solutions with authentic tastes.
The core of the new brand comes from three brand concepts: 'uniquely yours,' 'freshly made' and 'proven stability.'
UNIQUELY YOURS
Symrise provides its clients with the maximum possible selection of citrus flavourings with distinctive, unmistakable flavour profiles, using both optimised tried-and-trusted technologies such as Multi-Concentrated (MC) oils, and state-of-the-art techniques.
New innovative technologies make it possible to create natural flavourings which were once inaccessible; these new products have a major impact on a well-rounded flavour profile. This is a major advantage for Symrise clients: it allows them to give their own brands a customised profile with an exceptional authentic taste that clearly sets them apart from the competition. As the name says, they are 'uniquely yours.'
FRESHLY MADE
50% of the world's supply of oranges comes from Brazil. Symrise wants to take greater advantage of its proximity to the most important citrus-growing region in the world, which is why it is expanding its existing development and production facility by an additional 30,000m².
PROVEN STABILITY
The most important product characteristic in citrus is a fresh and authentic taste. Symrise uses its outstanding innovative technologies – such as encapsulation, isolation and extraction technologies – to give flavourings demonstrably enhanced stability. This keeps a product's flavour profile constant over a long period of time.
"Our NATURALLY CITRUS! offers our clients innovative flavouring solutions for the high standards of the market. We have combined our decades of experience and the entire extent of our citrus expertise in NATURALLY CITRUS!," said Dr. Heinz-Jürgen Bertram, global president of flavour and nutrition at Symrise. "At the same time, we have created a physical location to focus this concentration – our new Global Citrus Center is where we implement our unique knowledge directly in the world's largest orange-growing region. As one of the leading research corporations in the industry, we are always pursing innovation. This benefits our clients – and us as well, of course."
To make the company's citrus expertise more tangible for clients, Symrise is creating citrus showrooms across the globe. In these special facilities, clients can experience the Symrise world of citrus first-hand via top-of-the-line technology.
The citrus showroom can also serve as an inspiring site where creative and strategic meetings can take place. The first of these global citrus showrooms has been opened in Holzminden, and others will be set up in North America (at Teterboro, New Jersey), Brazil (Sorocaba) and Singapore.
