1

INGREDIENTS
Future Flavor Trends in Food

New opportunities in sensory innovation
By Carol Raithatha
Carol Raithatha
Carol Raithatha is the director of Carol Raithatha Limited, a UK based consultancy
specializing in advice, training and project work within the areas of sensory testing,
and consumer and product research. Carols career has focused on food and its
perception; flavor being an important aspect of this. She has worked with a range of
food manufacturers including Associated British Foods and Cadbury Schweppes
among many others. Carol is a Fellow of the Institute of Food Science and Technology,
and a committee member of its Professional Food Sensory Group. She is also a
committee member of the Society of Chemical Industry Consumer and Sensory
Research Group and an Associate Member of the Market Research Society.
Copyright 2008 Business Insights Ltd

This Management Report is published by Business Insights Ltd. All rights reserved.
Reproduction or redistribution of this Management Report in any form for any
purpose is expressly prohibited without the prior consent of Business Insights Ltd.
The views expressed in this Management Report are those of the publisher, not of
Business Insights. Business Insights Ltd accepts no liability for the accuracy or
completeness of the information, advice or comment contained in this Management
Report nor for any actions taken in reliance thereon.
While information, advice or comment is believed to be correct at the time of
publication, no responsibility can be accepted by Business Insights Ltd for its
completeness or accuracy.
ii
Table of Contents
Future Flavor Trends in Food
Executive Summary
10
Drivers and the bigger picture
10
Top flavors by food sector
11
The role of food and flavor manufacturers
12
Key trends in food flavors
13
Conclusions
14
Chapter 1
Introduction
16
What is this report about and what is its scope?
16
Research methodology
16
Flavors in food defined
17
Report structure
17
Chapter 2
20
Summary
20
Introduction
21
Travel and immigration

Increasing travel means increased awareness of global flavors
Ethnic food continues to gain popularity
22
22
23
Nostalgia and slow food

The role of established brands
Memories on the plate
The slow life
25
25
27
27
Ethics and carbon awareness

Ethical issues are affecting food and drink purchasing
Environmental concerns are becoming an issue in food choice
Ethical and green flavors for the future
28
28
30
30
iii
Cooking, entertaining and eating out

The business of cooking and entertaining
Eating out continues to increase
Consumers as connoisseurs and experts
31
31
32
33
Snacking and single item meals

More snacking is predicted in the US and Europe
Complex mixtures and ethnic influences
Natural provides opportunities
35
35
35
37
Multi-sensory experiences
A virtual world
Sensory touchpoints and signatures
Innovation in the kitchen
38
38
38
39
Health and wellbeing

Eating healthier
Flavors in reduced foods
Flavor and functional food and ingredients
41
41
42
43
The effect of the older generation

Demographic shifts
Foods designed specifically for the elderly
45
45
46
The industry view
48
Chapter 3
50
Summary
50
Introduction
51
Bakery and cereals

Top and fast growth flavors
Chocolate trends
Grain and seed trends
Wafers
The industry view
51
51
54
59
62
63
Confectionery
The rise of dark chocolate
Exotic and antioxidant fruits
Fruity mint in chewing gum
The industry view
64
65
67
73
75
76
Dairy
Strawberry
Other berries/darker fruits
Exotic fruits
Cheese
The industry view
78
78
80
80
82
83
83
Snacks
85
iv

Chocolate and dark chocolate snack bars
Nut trends in snacks
Exotic fruits
Chip flavors
The industry view
85
87
89
90
92
93
Cross-sector assessment
94
Chapter 4
The role of food and flavor

manufacturers
98
Summary
98
Introduction
99
Company type
99
Influential food manufacturers

Danone
Nestl
Kraft
101
103
105
107
Flavor manufacturers
Global presence
Technologies to develop, extract and deliver flavor
Biotechnology to produce flavors
Flavor creation
Flavor delivery in food
Novel flavors and ingredients
Taste modulators
Sensates and physical effects
Insight, added value and innovative services
Market and consumer insight
Sensory and psychophysical testing
Culinary expertise and the restaurant experience
Training
110
112
115
115
117
119
120
120
122
124
125
127
129
131
Chapter 5
134
Summary
134
Introduction
135
Health
Natural
High antioxidant flavors
Superfruits
Alternative types of sweetness
136
137
144
149
154
160
Indulgence and experimentation

Ethnic and international
Provenance and varietal
Fusion flavors, pairings and novel sensory
Homemade and traditional
165
166
171
174
183
Other emerging trends

Flavors for the elderly
Ethical flavors
185
185
186
Chapter 6
Conclusions
188
Summary
188
Introduction
189
Key opportunities
Natural and functional
Bolder natural and reduced foods
Vegetables for sweetness and functionality
New antioxidant flavors
Dark chocolate
Newer superfruits
Dominance of the Mediterranean and Asia
Ethnic combinations
Flavor experiences
Herbs, spices and heat blends
Stimulating flavors
189
190
190
190
191
191
192
192
192
193
193
194
194
Index
195
References
197
List of Figures
Figure 2.1:
Figure 2.2:
Figure 2.3:
Figure 2.4:
Figure 3.5:
Figure 3.6:
Figure 3.7:
Figure 3.8:
Figure 3.9:
Figure 3.10:
Figure 3.11:
Figure 3.12:
Consumer psychology and behavior drivers

Purchasing of ethical or socially responsible grocery items
The propensity of European and US shoppers who have taken active steps to eat
healthier in the last 12 months, 2006
The influence of drivers on demand for new flavors
Launches of traditional bakery products with dark chocolate variants
Healthy, organic and ethical bakery product launches with dark chocolate
Examples of indication of cocoa content in chocolate covering on biscuits
Examples of chocolate cookies launched in December 2007
Interesting chocolate blends in bakery products
Examples of recently launched oat cereals
Examples of bakery product launches with new grain flavors
Examples of premium type wafer products
vi
21
29
41
48
55
56
57
57
58
60
61
63
Figure 3.13:
Figure 3.14:
Figure 3.15:
Figure 3.16:
Figure 3.17:
Figure 3.18:
Figure 3.19:
Figure 3.20:
Figure 3.21:
Figure 3.22:
Figure 3.23:
Figure 3.24:
Figure 3.25:
Figure 4.26:
Figure 4.27:
Figure 4.28:
Figure 5.29:
Figure 5.30:
Figure 5.31:
Figure 5.32:
Figure 5.33:
Figure 5.34:
Figure 5.35:
Figure 5.36:
Figure 5.37:
Figure 5.38:
Figure 5.39:
Figure 5.40:
Figure 5.41:
Figure 5.42:
Figure 5.43:
Figure 5.44:
Figure 5.45:
Figure 5.46:
Figure 5.47:
Figure 5.48:
Figure 5.49:
Figure 5.50:
Figure 5.51:
Figure 5.52:
Figure 6.53:
Dark chocolate versions of core products

68
Premium and indulgent dark chocolate examples
70
Innovative dark chocolate marketed as healthy
72
Mango candies promoted by functional ingredients
74
Non-chocolate candies with new fruit flavors
75
Mint and fruit blends in chewing gum
76
Examples of recent blueberry, raspberry, blackcurrant and pomegranate dairy sector
launches
82
An example product with a blend of mango and coconut flavors
83
Premium and upscale coffee ice cream products
85
Chocolate snack bars
89
Nut snack products
90
Exotic fruit snacks
91
Interesting flavor blends in chips
93
The influence of manufacturers on flavor innovation currently and in the next 5 years
100
Multinational food manufacturer modes of flavor innovation
102
Flavor innovation within flavor and ingredient manufacturers
110
Key food flavor trends
135
Importance of health trends over the next 5 years
137
Garlic flavored and ethnic products that claim to be natural
141
Natural products with roasted or spicy flavors
143
A novel sweetener claiming to be high in antioxidants
146
Ratings for growth in usage of antioxidant flavors over the next 5 years
148
New vegetable and/or hot/spicy product claiming to be high in antioxidants
149
New goji (berry) flavored products
152
New products with spice flavor with claiming to be low or no salt
158
Examples of recently launched reduced foods promoting the flavor of core
constituents or added herbs or lemon
159
Naturally sweet products with chocolate flavor
163
Naturally sweet products with vegetable flavors
164
Importance ratings for food indulgence trends over the next 5 years
166
Indian flavored new product launches
169
New products with Vietnamese and Malaysian flavors
170
Varietal potato chips
172
Lindt Madagascar Noir Chocolate
173
Fusion sauces
175
Chili and chocolate pairings
177
Chewing gums promoted on sensations
178
New products promoted on sensations
179
Novel sensory products from Japan
181
Products providing interactive experiences
182
Ratings for growth in usage of retro flavors in food over the next 5 years
184
Key emerging opportunities in food flavors
189
vii
List of Tables
Table 2.1:
Table 2.2:
Table 2.3:
Table 2.4:
Table 2.5:
Table 2.6:
Table 2.7:
Table 3.8:
Table 3.9:
Table 3.10:
Table 3.11:
Table 3.12:
Table 3.13:
Table 3.14:
Table 4.15:
Table 4.16:
Table 5.17:
Table 5.18:
Table 5.19:
Table 5.20:
Table 5.21:
Table 5.22:
Table 5.23:
Table 5.24:
Table 5.25:
The number of visitors to regions and continents, (m), 2005-2006

23
Ethnic food retail market, by cuisine, ($m), Europe and US, 1999-2009
24
Consumer awareness of ethical issues and the influence on purchasing decisions
28
Out-of-home food and drinks market value, ($m), Europe and US, 2005-2010
32
Number of snack and light meal occasions, per person per year, Europe and US, 20052010
35
Functional food and drink market value, ($m), Europe and US, 2001-2011
44
Consumers aged 55 and over, by region, (m), 2002-2012
45
Top 20 flavors in new bakery introductions, % of all products launched, 2004-2007 52
Top 20 flavors in new confectionery product introductions, % of all products
launched, 2004-2007
65
Top 20 flavors in new dairy product introductions, % of all products launched, 20042007
78
Top 20 flavors in new snack product introductions, % of all products launched, 20042007
86
Top 5 flavors in terms of new product launches in 2007, in terms of all products
launched per sector
94
Top 5 fastest growing flavors in terms of new product launches as percentage of all
products launched per category, per year, 2004-2007
95
Top 5 emerging flavors in each sector
95
Top 10 manufacturers that drive innovation through new food flavors
101
Example flavor innovation activities of major suppliers
111
Top 20 flavors in new product introductions claiming to be natural, % of products
launched, 2004-2007
139
Top 20 flavors in new product introductions claiming to be high in antioxidants, %
of products launched, 2004-2007
145
Top 20 flavors in new fruit flavored product introductions, % of products launched,
2004-2007
153
Top 20 flavors in new low or no salt product introductions, % of products
launched, 2004-2007
156
Top 20 flavors of new product introductions claiming to be naturally sweet, % of
products launched, 2004-2007
161
Classification by region referred to in new product launches, 2004-2007
166
Classification by country referred to in new product launches, 2004-2007
167
Top 20 flavors in new product launches claiming to be homemade or traditional, %
183
Top 10 flavors in new product introductions targeted towards the elderly, % of
186
viii
Executive Summary
Executive Summary
The number of visitors to Europe, Asia-Pacific, the Americas and Africa increased
between 2005 and 2006. The regions showing the highest percentage increase were
South Asia, Sub-Saharan Africa, and South East Asia.
The predicted compound annual growth rate (CAGR) between 2004 and 2009 for
the ethnic foods market is 3.5% in the US and 12.2% in Europe. Other Asian food
(not Indian or Chinese) has a predicted CAGR of 20.1% in Europe.
66.3% of consumers are sometimes or always influenced by provenance and

traceability when purchasing food and drinks. This figure is 69.2% for unfair
international trading practices and rules (particularly at the expense of producers in
developing countries).
In 2006, over 30% of consumers in Spain, Italy, and the UK said they had bought
more ethical or socially responsible grocery items in the last year.
The predicted CAGR 2005 to 2010 in the out of home food and drinks market in
Europe is 2.1% for meals and 1.3% for snacks.
At least 63% of European and US shoppers said they had taken active steps to eat
more healthily in the past 12 months. 75% of food industry executives surveyed for
this report rated health as a big influence on demand for new flavors.
Functional food and drink market value between 2006 and 2011 is expected to
grow by a CAGR of 5.0% in the US and 4.9% in Europe.
The number of consumers aged 55 and over is predicted to grow at annual rates of
2.7% in the US, 1.5% in Europe, and 3.6% in Asia-Pacific between 2007 and 2012.
10
The top five most common flavors in the bakery and cereal products sector in 2007
in terms of new product launches were chocolate (9.4%), wheat (2.6%), vanilla
(2.6%), strawberry (2.5%) and oat (2.2%). Wafer was the fastest growing flavor in
the sector between 2004 and 2007.
When food industry executives were asked for two emerging flavors in the bakery
and cereals sector, the top five flavors were; vanilla, cranberry, cinnamon, nuts, and
almond.
The top five flavors in the confectionery sector in 2007 in terms new product
launches were chocolate (8.4%), milk chocolate (6.8%), dark chocolate (4.4%),
strawberry (4.2%) and mint (2.9%). Dark chocolate was the fastest growing flavor.
The emerging flavors in the confectionery sector most mentioned by food industry
executives were; dark chocolate, green tea, pomegranate, cranberry and caramel.
The top five flavors in the dairy sector in 2007 in terms new product launches were
strawberry (7.3%), chocolate (5.3%), vanilla (5.1%), yogurt (4.4%) and milk
(3.2%). Strawberry was the fastest growing flavor.
The emerging flavors in the dairy sector most mentioned by food industry
executives were; vanilla, mango, fruit, coffee, and pomegranate.
The top five flavors in the snacks sector in 2007 in terms of new product launches
were chocolate (2.9%), potato (2.8%), cheese (2.4%), almond (2.3%) and peanut
(2.2%). Cashew was the fastest growing flavor.
The emerging flavors in the snacks sector most mentioned by food industry
executives were; spice, barbeque, cranberry, Indian, and nuts.
11
The role of food and flavor manufacturers
According to respondents of the industry survey carried out for this report, in terms
of flavor innovation multinational food manufacturers are the most influential,
followed
very
closely
by
flavor
manufacturers,
then
small/local
food
manufacturers, and retailers last. The situation is expected to be very similar in five
years time.
According to industry executives, the top three companies driving innovation in

food flavors are: Danone, Nestl and Kraft.
The top players in the flavor manufacturing and supply market now all have a
global presence in terms of sales, production, and flavor creation and applications.
There is a strong focus on the Asian region and the market opportunities there. For
example flavor manufacturer Symrise, opened a Sensory & Consumer Science
Center in Singapore in 2007.
There is a movement to capitalize on opportunities in taste modulation. Senomyx is

a US based company, using proprietary taste receptor-based assays and screening
technologies to discover and develop novel flavors, flavor enhancers and taste
modulators for the food, beverage and ingredients industries. Senomyx has entered
into product discovery and development collaborations with: Ajinomoto, Cadbury
Schweppes, Campbell Soup Company, The Coca-Cola Company, Nestl and
Firmenich.
Givaudan has been investigating the partial replacement of salt with an enhancer
and the masking of off-tastes such as bitterness.
Flavor companies are focusing efforts on sensates and ingredients with physical
effects. An example is International Flavors and Fragrances high-intensity cooling
technology which the company says imparts a clean, refreshing, energizing taste
and feel.
12
81.4% of industry executives rated flavors from natural ingredients as the most
important trend within healthy food and drink over the next five years.
Garlic was the most common flavor in new products launched in 2007 claiming to
be natural. It was in 2.0% of all products launched in the trend.
Dark chocolate was the most common flavor in new products launched in 2007
claiming to be high in antioxidants; in 3.5% of all products launched in the trend.
The five fastest growing flavors in high antioxidant foods, in terms of increase in
product launches between 2004 and 2007, included the superfruits pomegranate,
raspberry, goji, and cranberry; as well as dark chocolate.
71.2% of industry executives rated ethnic flavors as the most important trend
within the indulgent food and drinks over the next five years.
The Mediterranean and Asia are the most popular regions in international and
ethnic foods. Together, flavors from these regions were in approximately 2/3 of
ethnic product launches in 2007.
Italy is by far the most represented country in ethnic food and drinks, with 26.6% of
ethnic products launched in 2007 claiming to contain flavors from the country.
Chocolate and garlic were the most common flavors in new products launched in
2007 claiming to be homemade or traditional, in 2.3% and 2.2% respectively, of all
products launched in the trend.
According to industry executives, retro flavors vanilla and barbeque are expected to
experience the most growth in usage over the next five years.
13
Conclusions
The most opportunity for growth in food flavors are within applications that
provide both health and indulgent characteristics and benefits.
Natural flavors are a growing area with significant opportunity. More natural
flavors are being offered by flavor manufacturers and almost any food can be
formulated or reformulated with natural ingredients. Natural is being linked more
closely to functionality, and both trends are crossing over into the mainstream.
There is an opportunity to spice up natural and reduced foods, as well as to bring

out flavors of the core ingredients in reduced foods.
There are growing opportunities to use vegetable flavors in innovative ways in

healthy foods.
Dark chocolate has grown in popularity over the past few years and is becoming a
major flavor in the bakery, confectionery and snacks sectors. Dark chocolate is
increasingly promoted based on its antioxidant properties.
There are many exotic superfruits that have not yet been discovered, offering
lots of opportunities for food manufacturers.
Provenance and ethnic trends are merging; for some products, the labeling of
international origin is detailing specific regions within countries. There are many
opportunities for Mediterranean and Asian foods in a range of applications and to
be targeted at consumers all over the world.
There is a growing expectation for flavors to be bold, distinctive, and stimulating.

Many consumers are more willing to experiment, and there are growing
opportunities for flavors to create experiences. Herbs, spices, sensates, textures,
fusions, and interactivity can deliver these.
14
CHAPTER 1
Introduction
15
Chapter 1
Introduction
What is this report about and what is its scope?

Flavor is an integral part of food and what it offers consumers. This report summarizes
top flavors for selected food categories as reported by Productscan. It is a
comprehensive review of new and emerging food flavors. The report has a global
focus, although it examines regional issues where relevant.
In addition, this report presents and evaluates consumer drivers affecting food flavor
trends, the role of flavor and food manufacturers in flavor innovation, and key flavor
trends. Sources include company reports and websites, newspaper articles and general
information sources, scientific literature, press releases, trade evaluation and
commentary, various statistical sources, results of Business Insights consumer
surveys, and primary research results of a survey conducted for this report in March
2008.
Research methodology
Productscan is used in this report for a quantitative evaluation of flavors in product
launches globally. Productscan Online is the worlds longest established and largest
database of new product launches in fast moving consumer goods. It contains detailed
reports on all key new products launched, including full product details plus an
innovation rating that determines whether and how a product breaks new ground. The
Productscan Online database is updated using a variety of sources, including store
checks, trade fairs, notification from manufacturers, and press releases.
Important drivers and trends with respect to flood flavors have been identified and
explained using statistical information from a range of relevant Business Insights
16
primary surveys; other statistical sources; company reports, information and press
releases; trade and general press; and findings from several scientific studies.
An additional source of information is a primary research survey conducted for this

report. Executives from global consumer goods manufacturers and suppliers, and a
range of roles within these organizations, took part in the survey. The participating
respondents were located across the globe.
Flavors in food defined

The common understanding of flavor in food relates to taste, odor, and/or a
combination of the two. Flavor is imparted from a range of sources, including; major
constituents, added ingredients, flavorings, reactions occurring during cooking and
processing, etc. The definition mainly used in this report refers to flavors as per the
description of a product on its packaging or label.
Report structure
The chapters of this report are structured as follows:
1. Introduction: Report overview and methodology.
2. Drivers and the bigger picture: Review of key issues affecting food flavor
trends with a focus on consumer psychology and behavior.
3. Top flavors by food sector: Review of top current flavors and fastest
growing flavors in terms of product launches.
17
4. The role of food and flavor manufacturers: The impact of food and flavor
manufacturers on development of innovative flavors.
5. Key trends in food flavors: Review of the key trends in food flavors.
6. Conclusions: Analysis of the major opportunities in food flavors; and the

flavors, trends and drivers linked to them.
18
CHAPTER 2
19
Chapter 2
Drivers and the bigger

picture
Summary
The number of visitors to Europe, Asia-Pacific, the Americas and Africa

increased between 2005 and 2006. The regions showing the highest percentage
increase were South Asia, Sub-Saharan Africa, and South East Asia.
The predicted compound annual growth rate (CAGR) between 2004 and 2009 for
the ethnic foods market is 3.5% in the US and 12.2% in Europe. Other Asian food
(not Indian or Chinese) has a predicted CAGR of 20.1% in Europe.
66.3% of consumers are sometimes or always influenced by provenance and

traceability when purchasing food and drinks. This figure is 69.2% for unfair
international trading practices and rules (particularly at the expense of producers
in developing countries).
In 2006, over 30% of consumers in Spain, Italy, and the UK said they had bought
more ethical or socially responsible grocery items in the last year.
The predicted CAGR 2005 to 2010 in the out of home food and drinks market in
Europe is 2.1% for meals and 1.3% for snacks.
At least 63% of European and US shoppers said they had taken active steps to eat
more healthily in the past 12 months. 75% of food industry executives surveyed
for this report rated health as a big influence on demand for new flavors.
Functional food and drink market value between 2006 and 2011 is expected to
grow by a CAGR of 5.0% in the US and 4.9% in Europe.
The number of consumers aged 55 and over is predicted to grow at annual rates
of 2.7% in the US, 1.5% in Europe, and 3.6% in Asia-Pacific between 2007 and
2012.
20
Introduction
This chapter presents and discusses current (and future) drivers affecting flavors in
food. The focus is on consumer psychology and behavior. There are many complex and
interacting drivers in this area. The drivers are often linked to specific consumer
segments and context dependent behavior within segments.
Figure 2.1 summarizes the drivers which are explored in more detail in this chapter.
Figure 2.1: Consumer psychology and behavior drivers

Effect of older generation
Driving
demand for
new food
flavors
Ethics and carbon

awareness
Cooking, entertaining
and eating out
Business Insights Ltd
Source: Author analysis
21

The impact of travel and immigration has led to a general increase in range and
complexity of foods available (and expected) in most developed regions.
Increasing travel means increased awareness of global flavors

The number of people traveling to all continents has increased in recent years, as
shown in Table 2.1. Increased travel means increased awareness and knowledge about
diverse cultures, food and flavors. Individuals often look to recreate the exotic,
interesting or indulgent experiences they have when on holiday and/or when traveling
for business. Purchasing power has increased for middle class segments of the
population in many developed countries, and the middle class itself is growing in
developing countries such as China and India. With the costs of air travel also having
decreased, travel for pleasure has become a possibility for many more consumers
globally.
Table 2.1 shows the continents with the greatest increase (2005 to 2006) in percentage
of visitors were Asia-Pacific and Africa. The regions showing the highest percentage
increase in visitors were South Asia, Sub-Saharan Africa, and South East Asia. An
increased awareness and familiarity with these regions is likely to result in the
introduction of new types of products linked to these regions, and an increase in use of
Asian and African spices and ingredients in new product launches around the world.
Food manufacturers have the opportunity to take advantage of consumers familiarity
with a whole new range of foods.
In December 2007, The Pittsburg Post-Gazette1 reported one of the 10 developing

trends for 2008 is a spotlight on all the foods of Asia. It sites the influence of the
Beijing Olympics in 2008; and predicts the food of China, Indonesia, Malaysia,
22
Singapore, India, and particularly Korea, as being of interest to American shoppers and
consumers.
Table 2.1: The number of visitors to regions and continents, (m), 2005-2006
Millions of visitors
2005
2006
% Change 05-06
Europe
Northern Europe
Western Europe
Central/ Eastern Europe
South Mediterranean
441
52.9
142.6
87.1
158.4
458
56.3
148.7
88
165
3.9%
6.6%
4.3%
1.0%
4.2%
Asia-Pacific
North East Asia
South East Asia
Oceania
South Asia
155.4
87.6
49.3
10.5
8
167.1
94
53.8
10.5
8.8
7.6%
7.4%
9.0%
0.3%
10.1%
Americas
North America
Caribbean
Central America
South America
133.5
89.9
18.9
6.5
18.3
136.3
90.3
19.5
6.9
19.6
2.1%
0.5%
3.2%
6.1%
7.2%
Africa
North Africa
Sub-Saharan Africa
37.3
13.9
23.4
40.3
14.7
25.6
8.1%
5.8%
9.4%
Middle East
39.2
40.8
3.9%
Source: World Tourism Organization (UNWTO) 2007
Ethnic food continues to gain popularity

The inflow of foreign populations into many OECD (Organization for Economic Cooperation and Development) member countries is increasing. For example, according
to OECD statistical data, the yearly inflow of Chinese to Canada more than doubled
between 1996 and 2005, while the yearly inflow of Algerians and Moroccans to France
more than tripled in the same period. One traditional route to employment for
immigrants is through foodservice (restaurants, etc.), and immigration means there is a
consistent entry of new types of food into certain regions. Flavor knowledge and
preferences from one region spread to new locations.
23
Table 2.2 shows continued growth in the value of the ethnic food retail market in both
the US and Europe. The expected growth (CAGR 04-09) in foods from the Asian
continent into Europe is large. Other Asian cuisine is expected to show the highest rate
of growth in Europe, but the growth rates for Chinese, Indian, and Mexican foods are
also high and offer growth opportunities for manufacturers. Kosher foods are expected
to show the highest rates of growth in the US. In both regions, the growth of Other
ethnic foods is also significant. This growth means successful food manufacturers will
either need an increased knowledge of flavors and ingredients from a range of regions
around the world, as well as expertise as to how to apply these in new products that
appeal to consumers; or will need to purchase or co-operate with already established
local companies. It will also be important to keep watch on emerging trends to spot
which new (Other) ethnic foods become popular.
Table 2.2: Ethnic food retail market, by cuisine, ($m), Europe and US, 19992009
Cuisine
1999
2004
2009 CAGR 99-04
CAGR 04-09
US
Mexican
Chinese
Other Asian
Kosher
Other
Overall
14,774
4,043
7,200
4,019
2,913
32,949
17,612
4,517
8,258
7,458
4,032
41,913
20,700
4,783
9,148
9,973
5,138
49,703
3.6%
2.2%
2.8%
13.2%
6.7%
4.9%
3.3%
1.1%
2.1%
6.0%
5.0%
3.5%
Europe
Chinese
Mexican
Indian
Other Asian
Other
Overall
999
583
715
142
87
2,526
1,934
1,008
1,400
385
196
4,923
3,459
1,587
2,296
961
442
8,746
14.1%
11.6%
14.4%
22.0%
17.7%
14.3%
12.3%
9.5%
10.4%
20.1%
17.7%
12.2%
Source: Business Insights
A typical example of the broad acceptance and growth potential for international food
introduced to a host country through immigration is Panda Express, a Chinese
restaurant chain, which is fast approaching 1,000 restaurants throughout the United
States, Puerto Rico and Japan. The Panda Express background involves the owning
24
family bringing recipes from the Yangzhou region in China to America. This
demonstrates that business plans based on consumer preference for authentic ethnic
food are viable, and innovative food manufacturers can learn from this concept. Many
ethnic foods in the US are now considered to be as mainstream as the traditional
hamburger and fries.
The established and increasing popularity of ethnic foods in restaurants means that
consumers are likely to seek out ethnic and international flavors in the foods they buy
in general, and that the associated flavors will eventually become part of their normal
repertoire. Understanding which ethnic foods and flavors are popular with which
demographic segments of consumers, is important for food manufacturers to be able to
provide the type foods that are preferred.

Simple, local and traditional food is an antidote for an increasingly complex and
threatening world. Flavor perception, emotion, and memory are intricately linked. This
in part explains the trend towards foods and associated flavors that are linked to earlier
or less complicated times. Although this trend appears to be a contradiction with other
trends driving food flavors discussed in this chapter (i.e. international and ethnic
appeal, novelty and experimentation) all these drivers can be important for different
demographics of consumers in different contexts, and therefore provide opportunity for
food manufacturers.
The role of established brands

There are many retail food brands that have been household names for more than 100
years. Chocolate and cocoa products were first produced under the Cadburys brand in
England in 1831. Kraft started with a wholesale cheese business in Chicago, Illinois in
1903. The company now is relevant for more than a billion people in more than 150
countries, and Kraft brands include an extensive list, including household names such
25
as Ritz, Philadelphia, Prince, and Nabisco. Many flavor preferences are established in
childhood, and food manufacturers should be aware of the impact of familiar flavors on
food choice. For example, perception of generic chocolate flavor in the US may be
highly linked to Hersheys Milk Chocolate for many consumers, whereas in the UK it
may be linked to Cadburys Dairy Milk, as these are the products the consumers in
each case ate during childhood.
The value of classic brands is linked partly to the place products hold in the consumers
memory. Some packaged food manufacturers invest heavily in mature products and
brands, marketing the nostalgia around them. Some examples of products promoted
based on nostalgic or childhood associations include;
Findus crispy pancakes in the UK, are described by the company as folded pockets
of flavor and marketed around childhood memories of family meals and quick and
convenient snacks during university days;
Werthers Original classic Cream Candy made from a traditional recipe with real
butter and fresh cream by the German confectioner Storck, is marketed by the
company as a product that many people describe the flavor of, as just like in the
old days.
The above examples show that flavor and its link with memory are often specifically
referred to in marketing communications.
The fact that certain products can be marketed, at least in part, using nostalgia, means
that food manufacturers need to be aware of retro trends and flavors. There may be
opportunities for using these nostalgic flavors in rejuvenated food applications or in
new combinations. Classic brands can be reformulated to be healthier (see further
discussions below) and appeal to a middle aged group that wants the flavors they
remember, with the assurance that what they are eating is good for them.
26
Memories on the plate

Nostalgia and tradition also has a role to play in trends in eating out and what
consumers cook and prepare at home and when entertaining. One of the Benchmark
Hospitalitys Five Tasty Trends for 2007 was Heres to the Memories: the trend for
many great chefs to use techniques and recipes (hearth and home memories) from
their childhood for menu items in top American restaurants.
The Retro Food Recipes website has hyperlinks to UK food retailers, and gives a list of
top 30 recipes which include; Beef Bourguignon, Duck a La Orange, Prawn Cocktail,
Coleslaw, Strawberry Cheesecake, French Onion Soup, Chicken Kiev, and Ratatouille.
Elements of these nostalgic trends will probably cascade down from restaurants to
manufactured food products. Traditional cooking techniques, recipes, and flavors are
likely to influence new product development in the packaged food market.
The slow life

Consumers are voicing their opinions and making lifestyle decisions through
movements like Slow Food. Slow Food is a non-profit, eco-gastronomic membersupported organization that was founded in 1989 to counteract fast food and fast life,
the disappearance of local food traditions and peoples dwindling interest in the food
they eat, where it comes from, how it tastes and how our food choices affect the rest of
the world. Slow Food is an international organization and has 80,000 members. The
Slow Food manifesto encourages the rediscovery of flavors and savors of regional
cooking.
Trends like Slow Food mean that awareness of where food comes from, and its links to
regional traditions and flavors, is likely to become more important for consumers when
making food choices. This implies that, for the segment of consumers who identify
with movements like Slow Food, there is an opportunity to target food products with
regional flavors and ingredients that have a link to the local community and its history.
Provenance and authenticity of flavors are trends that are linked to this driver.
27
Ethics and carbon awareness

The ethical and environmental aspects of food are becoming important issues for
consumers, and are beginning to compete with more traditional choice factors such as
price, taste and convenience. Ingredient sourcing, manufacturing and marketing of
consumer goods are now affected by this increased consumer awareness. This may
affect food flavors as well.
Ethical issues are affecting food and drink purchasing

Table 2.3 shows the influence of ethical issues on consumers food and drink
purchases. The most influential issues are; problems associated with waste disposal,
particularly packaging; use of pesticides, fertilizers, or other potentially harmful
agrochemicals; unfair international trading practices and rules (particularly at the
expense of producers in developing countries); and provenance and traceability.
Table 2.3: Consumer awareness of ethical issues and the influence on

purchasing decisions
With regards to food and drinks, how aware are you of the following issues and how much do they
influence your purchasing behavior?
% always or sometimes influenced by this issue
Animal husbandry (for meat and products containing ingredients of animal origin)
Provenance and traceability
Use of Genetically Modified Organisms (GMOs)
Use of pesticides fertilizers other potentially harmful agrochemicals
Food miles (the distance that a products ingredients have traveled)
Patenting of plant or animal genomes
Overfishing
Deforestation/soil erosion
Problems associated with waste disposal particularly packaging
Pauperization of small farmers
Unfair international trading practices and rules (particularly at the expense of producers
69.2%
in developing countries)
The loss of agricultural animal and plant varieties
The homogenization of foods and food cultures through globalization
64.4%
66.3%
64.4%
71.0%
30.9%
26.0%
53.7%
47.7%
73.9%
56.1%
50.5%
50.9%
Source: Business Insights Consumer Survey
28
Some consumers in the US and most countries in Europe (except for Germany) say
they are buying more ethical or socially responsible grocery items. In Spain, Italy and
the UK over 30% of consumers surveyed, said they were purchasing more ethical or
socially responsible grocery items (see Figure 2.2).
Figure 2.2: Purchasing of ethical or socially responsible grocery items

Answers to the question: Over the last year I have bought ethical or socially-responsible grocery items
70%
% of respondents
60%
50%
40%
France
Germany
Italy
Netherlands
Spain
Sweden
UK
Europe
US
30%
20%
10%
0%
Less
No change
Source: Business Insights Consumer Survey, US and Europe, 2006
More
These findings highlight the fact that provenance, traceability and Fairtrade are high on
consumers purchasing agenda. Scrutiny of the origin and value chain for flavors and
ingredients used to formulate foods is likely to increase. Because many flavors are
currently sourced or manufactured in developing countries, it is important for food
manufacturers to be aware of the ethical issues at every point.
29
Environmental concerns are becoming an issue in food choice

Even though consumers are traveling more and looking for exotic experiences, they are
also becoming increasingly aware of their effect on and responsibility towards the
environment. Table 2.3 shows that 31% of consumers surveyed in the US and Europe
were always or sometimes influenced by food miles when purchasing food and drink.
In response to this, retailers of all types are becoming concerned with carbon footprint.
The food retailer Tesco claims that it has begun looking for an accepted and commonly
understood measure of the carbon footprint for its products. The company says it
intends to use this to label its products so that customers can compare carbon footprints
as easily as prices or nutritional profiles. Tesco also states that as an interim measure,
the company has put an airplane symbol on all air-freighted products, and it will
restrict air freight to no more than 1% of its imports with a bias in favor of sourcing
from developing countries.
The implication of the awareness and monitoring of food miles is that the use of flavors
and ingredients from one region in foods sold in another region is likely to be made
clear to consumers and subsequently scrutinized by them. Manufacturers will need to
understand their supply chain and manage this appropriately to obtain interesting and
high quality flavors to use in food products, without excessively damaging the
environment.
Ethical and green flavors for the future

So far the trend for ethical food has not greatly affected food flavor itself, but could in
the future. Food miles, Fairtrade, and child labor could affect the acceptance of flavors
derived and manufactured from natural ingredients in developing countries. There may
be more scrutiny around the use and source of exotic flavors in the industrialized
economies.
30
There are already examples of food manufacturers working towards sustainability in

the food industry with respect to new ingredients. An example is the Sustainable Aa
Project. Sambazon, a supplier of aa products, contributes resources to this publicprivate partnership. The project aims to prove that sustainable agro-forestry in the
Amazon estuary can improve living conditions, enhance educational opportunities, and
promote forest conservation.
The manufacturers of VeeV, which according to the company, is the worlds first aa
spirit, claims to be the first US alcohol company, and one of the first consumer
product companies to fully offset the carbon footprint of their business activities. This
is achieved though a partnership with Climate Clean LLC.
Projects and initiatives that demonstrate sustainability, ethical manufacture and

purchasing, and carbon neutrality, may become core requirements for food
manufacturers and ingredients companies who hope to market exotic or new
ingredients and flavors.
Cooking, entertaining and eating out

An increased interest in cooking and eating as entertainment means a greater interest in
flavors. Consumers are exposed to a wide range of flavors and many are developing
sophisticated tastes. This applies to what consumers buy, cook and order in restaurants.
Some consumers are becoming flavor experts in their own right. Often the interest in
flavor is linked with personal identity and social acceptance.
The business of cooking and entertaining

Cooking has becoming big business. Cooking programs and celebrity chefs are popular
on television in most countries. Best seller lists in many countries include cookbooks.
Amazon US lists 5,882 books in the cooking, food and wine category. When visited on
March 14, 2008, the top two bestselling books on www.amazon.co.uk were both from
31
celebrity chefs; Delia Smiths How to Cheat at Cooking and Jamie Olivers Jamie at
Home: Cook Your Way to the Good Life.
The BBC first reported in 20012 that the noun Delia has been included into the
Collins English Dictionary. Since then the Delia effect is often referred to, and
occurs when millions seek out an ingredient or piece of equipment the chef and TV
presenter, Delia Smith, has recommended. These items include cranberries, prunes, and
omelet pans.
In a global and media conscious environment, flavor trends coming from cooking
programs and celebrity chefs can quickly spread. Food manufacturers need to be aware
of these trends and be able to provide ingredients, flavors, and products as they become
popular and are requested by consumers influenced by these trends.
Eating out continues to increase

Table 2.4 shows a predicted increase in eating out in Europe and the US, with the trend
stronger in Europe. For many consumers, the restaurant, take out meal, or snack,
provides an introductory experience to a range of new flavors and ideas for food to
prepare and eat in the home.
Table 2.4: Out-of-home food and drinks market value, ($m), Europe and US,
2005-2010
2005
Europe
2010 CAGR
2005
US
2010
CAGR
Meals
Breakfast
Lunch
Dinner
Overall
39,420 43,583
230,463 250,433
204,099 231,187
473,982 525,203
2.0%
1.7%
2.5%
2.1%
35,991 36,868
147,926 150,538
118,770 122,450
302,686 309,856
0.5%
0.4%
0.6%
0.5%
Snacks
Morning
Afternoon
Evening
Overall
43,839 48,350
63,444 70,103
224,792 236,146
332,075 354,598
2.0%
2.0%
1.0%
1.3%
36,033 37,624
39,832 41,335
136,532 138,073
212,397 217,032
0.9%
0.7%
0.2%
0.4%
32
Eating out more often changes expectations in terms of the range, variety, and quality
of food and flavors a consumer may expect in their daily routine. A restaurant
experience is often considered to be indulgent. Consumers with broad experience of
eating out are looking for more indulgent experiences with food in other contexts,
including what they buy to prepare at home for guests and for themselves.
Another key element of eating out is often personal choice. This increased emphasis on
personal choice in food is also likely to make consumers more aware of flavors they
prefer, and incorporate food choice and flavor as part of identity. For the food
manufacturer, this means that values associated with specific flavors can be used as a
way to target specific groups in the population.
Consumers as connoisseurs and experts

More consumers globally are learning about food and flavors and becoming experts
in specific food and drink products. The internet provides access to an array of gourmet
food clubs. Examples include chocolate, cheese, and Italian food, among many others.
These clubs allow consumers to either sample foods on a regular basis or join a group
of like minded individuals for tasting sessions.
This is likely to increase the overall level of sophistication, and increase expectations
of quality, towards food. Knowledge of flavors and subtleties of taste will increase for
some consumers, and this means that food manufacturers will need to provide higher
quality and more sophisticated flavors and ingredients to some segments of the
population.
In July 2007, the WSET (Wine & Spirit Education Trust) announced that the number of
students sitting a WSET exam for the academic year 06-07 had doubled that at the
beginning of the decade. WSET claims to be the largest global provider of education in
wines and spirits. In the academic year 2006/7 over 20,000 candidates in 39 countries
and nine languages sat a WSET examination. Training of this type is important, as it
often involves learning to systematically assess a product and rate its overall quality
33
with respect to agreed criteria. If more consumers are exposed to these practices they
will become much more aware of good and bad quality flavors.
Food retailers are already picking up on this trend and offering what might be
perceived to be products targeted directly at the consumer connoisseurs. For example,
in the UK, the retailer Sainsburys offers the Taste the Difference range which is
about quality ingredients, authentic products and, most of all, fabulous taste. Taste
the Difference products include foods with subtle blends of flavors which are often
identified by provenance. Some examples are; San Marzano tomato and fresh basil
soup, chestnut smoked salmon, outdoor reared British back bacon, and black cherry
panettone. These products are often seen as indulgent as well as different.
In the UK, the Food Standards Agency produces a guide to Setting up and running
community and school food clubs. In addition to a range of other outcomes focusing
on health and food safety, the clubs are designed to enable their members to be creative
when cooking food, and to read and understand food labels. Initiatives like this means
that the next generation will be aware of food flavors and ingredients, and ask for
creative and high quality food.
The trend for the consumer as an expert or connoisseur is not confined only to Western
economies. For example, an article in the UK newspaper, The Independent, in February
20083, reported an expected increase of 35% this year in wine consumption in India, a
trend that has been seen for the last few years. The article explained that wine clubs are
being set up and wine tasting organized by leading global producers and Indias own
wine industry, and that the interest in wine is partly fuelled by the increasing number of
people traveling abroad for business and holidays. Globally, increased interest in
flavors and tasting is likely to mean that consumers will be demanding more variety
and higher quality products in retail outlets in developing countries. Interest in flavor in
these contexts is also becoming a way of affirming social status and worldly
knowledge.
34

More snacking is predicted in the US and Europe
Table 2.5 shows that consumers in the US and Europe are likely to be snacking and
eating more light meals by 2010. The trend is stronger in Europe than the US, and
stronger for light meals than snacks. The per person rate of eating light meals in Europe
was only about half that in the US in 2005, showing an important potential for growth.
The increase in informal, smaller meals and snacks provides an opportunity for new
products based on new eating contexts.
Table 2.5: Number of snack and light meal occasions, per person per year,
Europe and US, 2005-2010
Snacks
Light meals
2005
2010
CAGR
2005
2010
CAGR
Europe
US
694.2
775.3
719.3
795
0.7%
0.5%
127.5
221.8
146.3
243.4
2.8%
1.9%
Overall
734.7
757.1
0.6%
174.6
194.9
2.2%
Complex mixtures and ethnic influences

Traditionally snacks have intense flavors as well as interesting textures. Examples of
traditional snacks include items with a range of shapes, flavors and textures; olives,
beef jerky, cookies and cakes, potato chips, etc. In French a word for snack is amusegueule literally entertaining the mouth. An increased focus on snacking is likely to
increase development of intense and complex flavors; giving more scope in product
development creativity than for traditional items that are eaten as part of a meal. In a
classic meal, all items balance and complement each other, so none of them should be
too intense or characteristic. Snacks are often seen as a form of entertainment, not just
sustenance.
35
The current packaged food market has many examples of snacks with complex flavors.
These flavors may be based on novel mixtures of added flavors, or on interesting
combinations of foods. Often these snacks have ethnic influences or demonstrate
aspects of fusion of one ethnic food type with another. An example of a producer of
snack products following this trend is Kettle Foods, which markets a range of
adventurous flavored products. These include (among others) Buffalo Bleu, Spicy
Thai and Tuscan Three Cheese potato chips in the US.
The near future will see an opportunity for manufacturers to create new snack products
based on traditional themes, but using a range of novel and unique flavors. The variety
and availability of flavors and ingredients through global suppliers can help to develop
products that are creative and capture consumers imagination and desire for
experimentation, while retaining consistency and quality.
The fact that consumers like to snack and are looking for exotic and intense flavors
serves as an opportunity globally by food retailers, food service organizations, as well
as tourism. For example, in Taiwan, the China Post reported (November 3, 2007)4 that
foreigners had voted Taiwans top five snacks as oyster omelettes, bubble tea, salty
fried chicken and steamed buns (xiaolongbao), rice buns with meat, and stewed pork
rice (lurofan). The voting was conducted at an event organized by the Corporate
Synergy Development Center under the supervision of the Department of Commerce,
Ministry of Economic Affairs, with the aim of promoting Taiwanese gourmet food on
the international stage.
The goal of events described above is to expose tourists and business people, as well as
the worldwide media, to ethnic snacks with new flavors and textures. This will help to
spark demand for similar experiences in other countries, creating an opportunity for the
export of a countrys foods and ingredients. Novel and different is increasingly a
positive feature for snacks, giving food manufacturers a wide range of opportunities
and sources from which to draw new product development ideas, but also presenting
the challenge of finding the next new big thing.
36
Natural provides opportunities

The majority (61%) of European and US consumers sought to improve the healthiness
of their snacking in 2007. Attitudes like this are increasing the demand for natural
snack examples. Natural for food products usually means no artificial flavors, colors, or
preservatives, and minimal processing; but the interpretation of natural for consumers
of snacks may mean manufactured with what they consider natural flavors or made
from what might be considered more natural or organic core ingredients. Natural
flavors and ingredients include traditional herbs and spices, honey or molasses, and
vegetable and fruit flavors or additions. Examples of snacks with different core
ingredients include crisps made from root vegetables other than potatoes (parsnips,
carrots, etc.). Other examples are tofu, rice and fruit based snacks. Fruit snacks include
items like apple chips, fruit leathers, etc. An example of a product line launched in the
US in the last few years, which illustrates this trend, is Danielle Crispy Fruit Chips
(Sweet Jackfruit, Tangy Pineapple and Honey Banana) and Crispy Vegetable Chips
(Crunchy Pumpkin, Wild Taro and Spicy Carrot) from New England Herbal Foods,
LLC.
Many snack bars also claim to be natural. These snack bars are often promoted as a
healthy alternative to breakfast. They normally feature fruit, nut, seed, grain and/or
yogurt type flavors, and sweetened with honey, brown sugars, etc.
The popularity of natural snacks presents opportunities, but also challenges for food
and flavor manufacturers to creatively use natural ingredients and flavors to produce
good tasting and healthy products.
37
A virtual world
Many consumers are used to living in a heightened reality and expect their senses to be
stimulated in a range of ways and combinations; personalized audio stimulation
through mp3 players, visual stimulation through video games and web enabled mobile
phones, etc. Many public places, such as airports and train stations, have large video
screens showing adverts, music videos, news, etc. Most stores and restaurants play
music hoping to enhance their customers enjoyment of the shopping or dining
experience. Products and services activating the senses are seen as a way of increasing
the variety in our everyday lives and heightening the emotional element of our
experiences, and as a consequence, are being sold around the world in very large
numbers. Macworld estimates that Apple will sell 51.1 million iPods in 20085.
Marketers are increasingly conscious of the benefits of using all the senses to promote
products. Branding through the senses has been used in the service industry and for
larger consumer goods (cars), but is now also considered a way to differentiate low
involvement fast moving consumer goods. Packaging and product designers can
incorporate aromatic, tactile and audio components that work as emotional cues. This
takes advantage of the link between sensory experience and consumers emotions. This
means that flavors as well, and their links with other sensory stimuli, will become
increasingly important from a marketing perspective.
Sensory touchpoints and signatures

In his book Brand Sense, Martin Lindstrom is persuasive in suggesting building
powerful brands through touch, taste, smell, sight and sound. Developing a set of
unique sensory touchpoints that are consistent with the brand is now considered
important when designing consumer goods. The concept of signature smells or sounds
(sonic branding) is moving into the mainstream. Some interesting new and old
examples are:
38
The Windows start up and closing jingle which is a part of so many working
peoples everyday life;
The Swedish clothing designer Odeur endorses all garments with the scent of
Odeur an androgynous, clean, white and light scent;
The sound of Kelloggs Rice Krispies is a registered trademark: Snap! Crackle!

Pop!.
This trend is important for food and flavor manufacturers for two reasons:
The next step for non-food consumer goods may be to develop signature flavors for
certain brands and complementary food items featuring that flavor;
There may be opportunities in food for developing products that stimulate all of the
senses in a more direct way than previously, and whose flavor, texture, appearance,
odor, sound are designed to tell a story. Food flavor development may become
intricately linked with branding.
Innovation in the kitchen

In autumn 2007, Heston Blumenthal, the chef, and owner of the Fat Duck restaurant in
the UK, was featured in a BBC television series called Food In Search of Perfection
in which he shared his scientific approach to classic dishes. The BBC describes
Heston Blumenthal as a culinary alchemist and its website posts some of his inventive
recipes such as Tomato Fondue. The website also describes Fat Duck restaurant dishes
such as Sound of the Sea a seafood dish designed to be eaten while listening to a
personal stereo playing the sounds of waves crashing on the beach. The dish was
designed in the context of research by a collaborator; Professor Charles Spence; the
head of the Crossmodal Research Laboratory based at the Department of Experimental
Psychology, Oxford University; which has shown that recreating the correct
environmental cues while eating, can make a dish more enjoyable. Dr. Spence was the
keynote speaker with a talk entitled, Sensory and Consumer Perceptions of Acoustic
and Textural Combinations, at the Society of Chemical Industry, Acoustic and
39
Textural Perception meeting, in London in November 2007. On the Fat Duck website,
Heston Blumenthal and his colleagues propose that preparing and serving food could
be considered a performing art, because of the fact that all the senses as well as the
mind are engaged.
Creating a multi-sensory experience is part of the chefs role in respected restaurants

and cooking circles. The diner is invited to experience everyday things in a new
context, and usually stimulate a novel combination of senses.
Molecular gastronomy is a term given to the concept of applying science to cooking.

By using molecular gastronomy type techniques, chefs may use their expertise and
creativity to create refined, varied, and intense foods. This might involve trying out
what might seem bizarre combinations of tastes, but the combination could be based on
a theory about food or ingredients complementary chemistry.
Will elements of the multi-sensory experience trend find some resonance in flavors
used in manufactured food? For the purposes of entertainment and aesthetic
stimulation, some flavors are likely to be more complex, multifaceted, or designed to
be used with other sensory touchpoints. It is important for food manufacturers to be
aware of these trends, as they could impact on food product design and the range and
type of flavors needed. Flavors may be designed in the future to specifically
accompany certain textures and/or colors, and/or sounds. Food as an experience or art
will require a higher level of flavor expertise than for food as a commodity.
40

Eating healthier
Consumers globally are becoming more aware of the impact of what they eat on their
health and overall wellbeing. In Europe and the US consumers of all ages report that
they are taking steps to eat more healthily. The effect is similar for all age groups, but
most marked for the oldest group surveyed (65+); 70% of this group reported an
increased level of taking active steps to eat healthily in the year before the survey, and
none reported a decreased level (see Figure 2.3). For food manufacturers this shows the
strength of the trend towards healthy eating and the role and volume that healthy
products are likely to have in the future.
Figure 2.3: The propensity of European and US shoppers who have taken
active steps to eat healthier in the last 12 months, 2006
Answer to the question: To what extent have you taken active steps to eat more healthily in the previous
twelve months?
50%
45%
% of respondents
40%
35%
18-24
25-34
35-49
50-64
30%
65+
25%
20%
15%
10%
5%
0%
Much less
Slightly less
The same
Slightly more
Much more
Source: Business Insights Consumer Survey, 2006
41
The opportunities for promotion of healthy eating and foods, and ingredients to support
these trends are becoming important in developing economies as well. There is a
growing awareness of the importance of healthy eating in India. On its healthyindia.org website, The Public Health Foundation of India cites that Indians consume
less fresh fruits and vegetables, consume more tobacco, consume more unhealthy diets,
and are more sedentary than their Western counterparts. The website also states that
India has the largest number of people with diabetes in the world, and the Foundation
estimates that in 2003 approximately 30m people were suffering from chronic heart
disease in India.
Indian Food Industy.Net identifies the health food and health food supplements as
rapidly rising segments of the food processing industry in India. In addition, the site
claims that India is the worlds second largest producer of food next to China.
Healthy foods as a concept incorporates a range of new product development

potential; including reduced foods and functional foods. Flavors in these foods need
to be developed and designed specifically to support the formulation.

In response to consumer demand many food manufacturers are producing reduced or
low sodium, fat, sugar or calorie versions of traditional favorites:
In February 2008, the Campbell Soup Company announced a major step in its
sodium reduction efforts by adding 36 reformulated ready-to-serve varieties under
the name Campbells Select Harvest soups to its portfolio of lower sodium
products and reformulating its 12 condensed kids favorite soups to meet the US
government criteria for healthy foods;
In the US, General Mills offers Cinnamon Toast Crunch Reduced Sugar breakfast
cereal, while Kelloggs offers Frosted Flakes Reduced Sugar and Froot Loops
Reduced Sugar breakfast cereals.
42
The above examples are important to note because reduced calorie, fat, sugar and/or
sodium products often require stronger, bolder flavors; or a different balance of flavors
than the full versions.
The Institute of Food Researchs reduced-fat foods fact sheet highlights this issue with
respect to fat, saying that when the fat content of a food is reduced, its often necessary
to change the overall recipe of a food to achieve acceptable flavor qualities. The sheet
highlights that this is because fat plays a unique role in the development and release of
many flavors.
Food manufacturers will increasingly need to understand how changes in recipe

formulation affect flavor and be aware of specific flavors and ingredients which
synergize with reduced recipes. Many flavors used will be bolder and more
distinctive to make up for the flavor enhancing properties of sugars, salts and fats.
Flavor and functional food and ingredients

Functional foods are those products that provide benefits beyond basic nutrition by way
of added components and which may help prevent disease and promote health. Table
2.6 shows the increase in the value of the functional food and drinks market in the US
and Europe. The CAGR was 4.7% or higher in all areas between 2001 and 2006. This
growth is predicted to continue although at a slightly lower rate. Sweden and Italy
show the highest predicted growth rate. Food manufacturers are using a new range of
ingredients which provide or enhance functional properties in familiar products.
Examples include:
Warburtons in the UK adds inulin extracted from a vegetable source to its Healthy
Inside breads. The brand was launched in July 2005. The company describes the
product as the first loaf of its kind that is baked with a prebiotic ingredient that
works with the bodys defenses to help to produce good bacteria;
Barry Callebaut, a Zurich based manufacturer of cocoa and chocolate, has

developed ACTICOA cocoa and chocolate products, as a result of a special
43
process that preserves large amounts of the polyphenols naturally present in cocoa
beans. The company claims that the end result is a functional product that combines
excellent taste with a very high content of natural antioxidants.
Table 2.6: Functional food and drink market value, ($m), Europe and US,
2001-2011
2001
2006
2011
CAGR 01-06
CAGR 06-11
599
1,375
677
216
401
140
1,565
893
5,865
764
1,890
1,042
272
598
215
1,998
1,235
8,013
941
2,398
1,428
331
765
296
2,416
1,589
10,163
5.0%
6.6%
9.0%
4.7%
8.3%
9.0%
5.0%
6.7%
6.4%
4.3%
4.9%
6.5%
4.0%
5.1%
6.6%
3.9%
5.2%
4.9%
US
15,570
21,298
27,179
6.5%
5.0%
Total
21,435
29,311
37,342
6.5%
5.0%
France
Germany
Italy
Netherlands
Spain
Sweden
UK
Rest of Europe
Europe overall
Functional foods often contain ingredients (fruit or vegetable inclusions or extracts,

carbohydrates, herbs, phytonutrients, fiber sources, antioxidant sources, vitamins,
minerals, etc.) which can impart flavors in themselves. If the flavors imparted by
functional ingredients are unpleasant or inappropriate for the context (this may be the
case with some vitamins, minerals, etc.) flavors or other ingredients may need to be
added to counteract the functional ingredients by covering or complementing
unpleasant notes. The food manufacturing industry has recognized this issue and is
attempting to learn more about formulating with functional ingredients For example,
Working with Functional Ingredients is one of the topics in the FONA International
(formerly Flavors of North America), Top 10 Challenges of Flavor course, currently
offered in the US.
In many cases functional ingredients add pleasant flavors, and therefore introduce
consumers to a new area of flavor. For example, the increased use of berries and their
44
extracts as a source of antioxidants in the past few years has introduced the flavor of
cranberry and blueberry to a whole range of global consumers who may not have had
much experience with these flavors before. New berries gaining popularity now include
goji and aa, among others. Knowledge of new functional ingredients and the flavors
they impart is important for successful design and launch of new products in a health
conscious environment.
The effect of the older generation

Demographic shifts
Changes in demographics mean the elderly are likely to have an impact on the range
and type of flavors in food, if only by their impact on society as a whole.
Table 2.7: Consumers aged 55 and over, by region, (m), 2002-2012

Millions
2002
2007
2012
CAGR 02-07 CAGR 07-12
US
62.1
70.5
80.6
2.6%
2.7%
France
Germany
Italy
Netherlands
Spain
Sweden
UK
Other Europe
Total Europe
15.8
24.5
17.5
4
11.1
2.7
15.9
104.6
196.1
17.8
25.8
18.6
4.5
11.7
2.8
16.9
111.9
210
19.5
27.5
19.5
4.9
12.4
3
17.9
121.7
226.3
2.3%
1.1%
1.2%
2.3%
1.1%
1.2%
1.3%
1.4%
1.4%
1.9%
1.2%
0.9%
2.0%
1.1%
1.0%
1.1%
1.7%
1.5%
Australia
China
Hong Kong
India
Japan
New Zealand
South Korea
Other Asia
Total Asia-Pacific
4.3
183
1.4
108
39.8
0.8
7.7
67.5
412.4
5
216.6
1.7
126.8
45.5
0.9
9.1
78
483.6
5.7
264
2
151
47.8
1
11.2
94.3
577
2.9%
3.4%
4.1%
3.3%
2.7%
2.5%
3.5%
3.0%
3.2%
2.5%
4.0%
4.2%
3.6%
1.0%
2.2%
4.2%
3.9%
3.6%
Source: US Census Bureau
45
Table 2.7 shows the number of consumers over 55 is increasing in many regions in the
world. Of the regions evaluated, the growth rates over the last five years as well as
those predicted for the next five years, are highest in Asia-Pacific, with the US the next
highest and Europe the lowest. The increased number of elderly people could enhance
the effects of other flavor trends discussed earlier, such as retro-food and nostalgia.
Foods designed specifically for the elderly

Scientific studies have examined the changes in flavor perceptions with ageing. Most
agree that flavor perception does change with ageing, but there is some debate about
the affect this has on liking and flavor preferences. Earlier studies found flavor
preference changes over the lifespan. For example, a study on nutrition and
chemosensory perception in the elderly published in 19936, found that older subjects,
rated high concentrations of sugar and salt as pleasanter than young subjects did. The
author proposed that multiple influences contribute to this phenomenon.
In the European Commission funded project Healthsense (completed in 2003), the

research program confirmed that the performance of the senses decreases with age, and
as part of the project, optimized foods for elderly people were developed.
In the European Journal of Clinical Nutrition, a study in 20007 stated that losses in
taste and smell that occur with advancing age can lead to poor appetite, inappropriate
food choices, as well as decreased energy consumption. The researchers remarked that
evidence was emerging that suggested a compensation for taste and smell losses with
flavor-enhanced food can improve palatability and/or intake, increase salivary flow and
immunity, reduce chemosensory complaints in both healthy and sick elderly, and lessen
the need for table salt.
A more recent study8 (published in 2007) investigating the differences between elderly
subjects and young subjects in food perception and food liking found that losses in
sensitivity to taste and to olfactory and trigimenal stimuli, as well as reduced chewing
efficiency, were observed on average for the elderly compared with the young.
46
Furthermore, subgroups of the elderly were observed in which the compensatory

strategies of flavor enrichment, textural change, and irritant addition led to an increase
in food liking. However, these subgroups did not differ in their sensory acuity.
Taste is affected by age itself and is also affected by the range of medications and
treatments elderly people are likely to be taking. Some medications cause unpleasant
background tastes in the mouth.
Food manufacturers are now starting to design foods specifically for the elderly. The
food itself may be adapted, often in terms of its texture (softer or easier to chew and
swallow), but the packaging can also be adapted (easy to open packaging). Japan is a
leader in this trend. The fact that foods are being created specifically for the elderly
means that there is an opportunity to tailor the flavor of these foods and increase
enjoyment, increase consumption, and repeat purchases. For example, salt could be
used to enhance flavor when acuity is low, but often this age group is also on sodium
reduced diets, so more novel methods of flavor enhancement need to be used. Flavors
in foods designed specifically for the elderly are likely to enhance existing flavors, to
increase impact, and ensure the consumer perceives the pleasant aspects of the overall
product flavor.
In addition to the sensory or ergonomic aspects of food products, the healthiness of

foods is a specific issue for the older generation. Foods marketed for the elderly often
are promoted on specific healthy ingredients. This expands on the opportunities for
food manufacturers to create foods designed particularly for this age group.
47
The industry view

In the survey carried out for this report, respondents were asked to rate the influence of
various drivers on demand for new flavors. All the drivers in the survey were rated as
having a big influence by at least 25% of respondents. 75% of food industry executives
rated health as a big influence on demand for new flavors. Immigration was rated the
second most influential. Ethical issues were rated, on average, as having the least
influence. Travel, snacking, the ageing population, and nostalgia, were rated
somewhere in between. The average response over survey respondents for all the
drivers evaluated is shown in Figure 2.4.
Figure 2.4: The influence of drivers on demand for new flavors

Ethical issues
Nostalgia
Health
Snacking
Eating out
The ageing population
Immigration
Travel
1 Little
influence
5 Big
influence
Response average
Note: Respondents were asked to rate influence on a scale of 1 which was little influence to 5 which was big
influence. The response average is an average of the ratings given along the scale.
Source: Business Insights Industry Survey March 2008
48
CHAPTER 3
49
Chapter 3
Summary
The top five most common flavors in the bakery and cereal products sector in
2007 in terms of new product launches were chocolate (9.4%), wheat (2.6%),
vanilla (2.6%), strawberry (2.5%) and oat (2.2%). Wafer was the fastest growing
flavor in the sector between 2004 and 2007.
When food industry executives were asked for two emerging flavors in the
bakery and cereals sector, the top five flavors were; vanilla, cranberry, cinnamon,
nuts, and almond.
The top five flavors in the confectionery sector in 2007 in terms new product
launches were chocolate (8.4%), milk chocolate (6.8%), dark chocolate (4.4%),
strawberry (4.2%) and mint (2.9%). Dark chocolate was the fastest growing
flavor.
The emerging flavors in the confectionery sector most mentioned by food

industry executives were; dark chocolate, green tea, pomegranate, cranberry and
caramel.
The top five flavors in the dairy sector in 2007 in terms new product launches
were strawberry (7.3%), chocolate (5.3%), vanilla (5.1%), yogurt (4.4%) and
milk (3.2%). Strawberry was the fastest growing flavor.
The emerging flavors in the dairy sector most mentioned by food industry
executives were; vanilla, mango, fruit, coffee, and pomegranate.
The top five flavors in the snacks sector in 2007 in terms of new product launches
were chocolate (2.9%), potato (2.8%), cheese (2.4%), almond (2.3%) and peanut
(2.2%). Cashew was the fastest growing flavor.
The emerging flavors in the snacks sector most mentioned by food industry
executives were; spice, barbeque, cranberry, Indian, and nuts.
50
Introduction
This section uses Productscan data to outline key flavor trends for four major food
sectors; bakery, confectionery, dairy and snacks. Flavor here is defined as the attributes
listed on the product. In addition, this section reports relevant findings from the food
industry executive survey carried out specifically for this report.
Bakery and cereals

Bakery products evaluated for this section include:
Bread;
Crackers;
Cereals;
Mixes and baking;
Cookies;
Pastries.

The top 20 flavors in bakery product launches in 2007 are given in Table 3.8. In
general, sweet (rather than savory) flavors feature more often in new product launches.
On the whole, the top flavors are more traditional or established, rather than novel.
There are no distinctly ethnic or exotic flavors in the list. For example the fruit flavors
feature strawberry, apple, raisin, lemon and orange, rather than exotic fruits or new
fruits such as cranberry, aa, etc. This reflects the everyday nature of many bakery
products, and also the fact that many of these products are eaten for breakfast. In most
Western countries, breakfast foods feature simpler flavors than foods consumed later in
the day.
51
Table 3.8: Top 20 flavors in new bakery introductions, % of all products

launched, 2004-2007
Flavor
2004
2005
2006
2007
Chocolate
Wheat
Vanilla
Strawberry
Oat
Apple
Cream
Honey
Coconut
Cinnamon
Almond
Raisin
Lemon
Orange
Hazelnut
Milk
Milk Chocolate
Cheese
Rice
Butter
Cocoa
8.8%
2.7%
2.5%
2.8%
1.6%
1.9%
2.7%
1.4%
1.4%
1.8%
1.7%
1.4%
1.7%
1.2%
1.2%
1.2%
1.6%
1.4%
1.4%
1.5%
1.4%
8.2%
4.3%
2.4%
2.5%
2.0%
2.0%
2.4%
1.7%
1.0%
2.1%
1.4%
1.3%
1.3%
1.1%
1.2%
1.3%
1.4%
1.2%
1.4%
1.5%
1.1%
9.3%
3.0%
2.6%
2.7%
1.9%
1.9%
2.0%
1.6%
1.4%
1.4%
1.4%
1.2%
1.5%
1.4%
1.1%
1.3%
1.4%
1.4%
1.1%
1.2%
1.3%
9.4%
2.6%
2.6%
2.5%
2.2%
1.9%
1.6%
1.6%
1.6%
1.5%
1.5%
1.4%
1.3%
1.2%
1.2%
1.2%
1.2%
1.1%
1.1%
1.1%
1.1%
Note: Year ends February 18th 2008.

Source: Productscan
An analysis of those flavors decreasing in new product launches in this category over
the period 2004 to 2007 showed the largest mover to be cream which decreased by
1.1% over the period. 1.1% as a proportion of the typical overall percentage for any
flavor, as shown in Table 3.8, shows that changes in flavor in this sector are happening
at a moderate rate. On average it might take up to 4 or 5 years for a flavor to move in or
out of the top 20 list. The list of flavors making up the 10 fastest decreasing is:
Cream;
Nut;
Chocolate chip;
Butter;
Milk chocolate;
Banana;
Corn;
Custard;
52
Herb;
Fudge.
This list of flavors decreasing the fastest is quite varied, but it contains many with
higher fat contents (cream, butter, custard, fudge, milk chocolate), and so is
demonstrating the demand for healthy type bakery products. The decrease in corn
flavored products might be explained by the rise in corn prices linked to the use of this
crop for bio-fuel, rather than because of an overt change in consumer tastes. Wheat is
perceived as a healthy flavor, but wheat prices have also increased in the last few years,
due partially to weather problems and demand from emerging economies. This could
explain why this flavor showed a sharp increase from 2004 to 2005 and then a sharp
decrease through 2007.
An analysis of the growth rate in flavors in new product launches in this category over
the period between 2004 and 2007, showed no flavors to be growing at a rate of more
than 1.0% per year. This indicates that although flavors in bakery products are
changing, these changes are taking place gradually, and product developers may have a
few years to see trends emerging and take advantage of them. Wafer is the fastest
growing flavor. The list of the fastest growing top 10 is;
Wafer;
Cereal;
Oat;
Cracker;
Chocolate;
Spelt;
Bread;
Rye;
Cookie;
Dark chocolate.
With a few exceptions, these fastest growing flavors are indicative of a trend in the
bakery sector for new products to be healthy and contain whole grains and cereals.
Dark chocolate is also perceived to be healthier than milk chocolate and it features in
the fastest growing list. Wafer and biscuit flavors may be linked to indulgent and
international types of bakery products being introduced.
53
Chocolate trends
Chocolate is by far the most popular flavor for new product launches in the bakery
sector, in 9.4% of new product launches in the sector in 2007. This can be compared to
the second most common flavors which were wheat and vanilla (both at 2.6% of new
product launches in the sector in 2007). Part of the popularity of chocolate is that it has
become a truly global flavor, recognized and appreciated by most cultures and in most
regions. Chocolate is also one of the fastest growing flavors in the bakery and cereal
sector, so is likely to continue in its popularity for the next few years.
There are interesting trends in chocolate in the bakery products category. Chocolate
and dark chocolate are growing but chocolate chip, milk chocolate, and white chocolate
are decreasing. Specific choice of the type of chocolate flavor is linked to the growing
consumer discernment in chocolate types. The rise in popularity of dark chocolate is in
some part, linked to health concerns, and the perceived benefits of high cocoa
percentage products. Many traditional products/brands (for example chocolate covered
biscuits) are focusing on, or introducing dark chocolate variants. Although moving
towards the future, there is demand in the bakery market for chocolate products, some
of these will need to be perceived as healthy as well as indulgent. Examples of
traditional products with new dark chocolate variants launched recently are shown in
Figure 3.5:
Twix Caramel Cookie Bars in a Dark Chocolate version were launched by

Masterfoods US in 2005;
McVities Digestive Biscuits with Dark Chocolate Flavored Coating were launched
in Canada in 2006;
Pepperidge Farm launched Soft Baked brand of Chocolate Chunk Cookies in

Turkey in August 2007. The cookies are offered in a Dark Chocolate variety;
Dark Chocolate Loacker Quadratini wafers launched in Italy in July 2007.
54
The above examples show how specifically highlighting dark chocolate flavor is a
promotional benefit.
Figure 3.5: Launches of traditional bakery products with dark chocolate

variants
Source: Company information
New product launches in the bakery sector from 2004 to 2007 also include some
examples of interesting products with particularly healthy, organic, or ethical
formulations that include dark chocolate:
Alter Eco France has recently (February 2008) launched its Alter Eco Galettes Riz
Complet au Chocolat Noir (Wholegrain Rice Cakes with Dark Chocolate Coating)
for consumers in France. Comprising 60% dark chocolate with 56% cocoa, these
rice cakes are Fairtrade and made entirely from organic ingredients;
The cereal Fitness is now available (from June 2007) in Greece in a Dark Chocolate
flavor. It combines wholegrain wheat flakes and wholegrain wheat flakes covered
with chocolate. This product is high in fiber and contains nine types of vitamins.
Nestl Hellas is the manufacturer;
Cereco has recently (March 2007) launched a new range of organic cereal under the
Grillon dOr brand name. The varieties offered are: Crunchy Epeautre Chocolat
55
Noir (Dark Chocolate Crunchy Spelt wheat), with a 60% dark chocolat, Cruncho
Amaranthe Sans Sucre Ajoute (Sugar Free Cruncho Amaranth), presented in a
375g plastic packet, and Muesli a lAmaranthe (Amaranth Muesli). All of them
come in a plastic packet and are now available to consumers in France, Italy, Spain,
the United Kingdom, the Netherlands, Denmark, Greece, Portugal and Japan.
Figure 3.6: Healthy, organic and ethical bakery product launches with dark
chocolate
In the products shown in Figure 3.6 there is an interesting use of grains (rice, spelt,
amaranth and wheat) in combination with dark chocolate. In addition, there is a clear
promotion of the products health and/or ethical aspects with the clear labeling of
elements such as added fiber or Fairtrade, etc. The presence of dark chocolate is
featured clearly on the products.
Another related trend is a growing knowledge of the cocoa content of various chocolate
types and the clear indication of these contents on product packaging. In the examples
in Figure 3.7, the mention of the high cocoa percentage of chocolate covering on
biscuits is clearly part of the packaging design. The products pictured are Bourbon
Paris Dark 90 (butter rich pie pastry type cookies are coated in chocolate with a cocoa
content of 90%) and Bourbon Paris Dark 70 (crisp milk cookies are coated in dark
chocolate with a cocoa content of 70%). Both were launched in Japan in February 2007
where high cocoa content chocolate is currently very fashionable. These are interesting
examples, as the varying cocoa percentage is used to designate the character of the
product Paris 90% cocoa, Geneva 70% cocoa.
56
Figure 3.7: Examples of indication of cocoa content in chocolate covering on

biscuits
Cookies are one of the bakery products with the most chocolate flavor launches. Figure
3.8 shows some recent examples. Although these are traditional cookie types, what is
interesting about them is they have been launched in emerging markets (the Clubin
Perfect in Indonesia, and the mini Oreos in Hong Kong) indicating the permeation of
traditional Western tastes and brands into new markets, and the global interest in
simple chocolate bakery products.
Figure 3.8: Examples of chocolate cookies launched in December 2007
Along with traditional presentation, there are some interesting blends of chocolate with
other flavors in recently launched bakery products. These blends include; chocolate and
aloe, chocolate and sweet potato, chocolate and milk tea, and chocolate and yogurt.
Figure 3.9 shows examples of these blends:
57
Lotte Pass Royal Milk Tea was launched in Japan in 2004. This chocolate snack
consists of an elegant slim wafer sandwich flavored with royal milk tea, filled with
whipped chocolate and coated in bitter chocolate;
Haitai Oh! Yes Pie was launched in the Korea market in July 2007. The
manufacturer is Haitai Confectionery & Foods Co., Ltd. This product is made of
soft cake which is filled with savory sweet potato cream and coated with chocolate;
The Juanjuanxin Chocolate Layer Cake (launched in China in 2004) is said to be a

soft cake with a bit of a sour taste, due to the inclusion of yogurt and strawberries.
The manufacturer is Tianjin Cola Cao Foods Co., Ltd.;
Stieffenhofer GmbH has introduced Stieffenhofer Aloe Vera Jogurt Geback to

consumers in Finland in 2005. This biscuit contains 20% yogurt aloe vera cream
and the bottom of it is coated with milk chocolate.
Figure 3.9: Interesting chocolate blends in bakery products
The examples in Figure 3.9 show the blends of traditional and regional ingredients with
a global flavor chocolate. They are examples of a new type of fusion in which savory,
sweet, sour, distinctive vegetables and plant extracts are mixed with chocolate.
58
Adventurous consumers in many markets are willing to try new combinations and this
gives manufacturers scope for creativity when developing baked goods containing
chocolate.
Grain and seed trends

Grains and seeds feature in the top flavors list (wheat, oat), and also in the fastest
growing flavors list (spelt, rye, oat) for bakery products. As discussed earlier, this is
part of the trend for healthy bakery products.
Although mainstream in the US, traditional oat products continue to be launched

around the world. Oats are seen as a healthy and natural breakfast product. They have a
mild and creamy flavor which appeals to many consumers. Oats also have been linked
with potentially helping to lower cholesterol. Some examples are given in Figure 3.10:
Kelloggs Oats Flocons D'Avoine (oat flakes) Cereal has been re-launched in a
plus octueuse nouvelle recette (smoother new recipe) for consumers in France in
October 2007. This breakfast cereal is described in package text as providing a
nourishing breakfast;
A new Quick Oats product has been launched under the Ralston brand name in
Egypt in July 2007. This cereal is marketed as being 100%, natural whole grain
oats. The products can be prepared on the stove top or in a microwave oven.
Ralcorp Holding, Inc. offers the oats in a 510g, resealable cardboard canister.
Oats and oat flavored products are likely to remain a product of interest globally,
because of their mild flavor, healthy image, and convenience.
59
Figure 3.10: Examples of recently launched oat cereals
Some interesting growing and new grain and seed flavors are spelt, amaranth and
hemp:
Spelt is a grain with a nutty flavor that has been grown in Europe since ancient
times. It is related to modern wheat but is higher in protein and fiber. Spelt has a
tough husk which protects the grain from contaminants. Spelt has recently gained
popularity in the US and England and is seen as a health food by many consumers;
Grain amaranth is a seed that can be ground to flour and is native to some
developing countries. Amaranth was used by the Aztecs. Amaranth is high in lysine
and iron and is reported to contain no gluten. The flavor of amaranth has been
described as mild and nutty;
Hemp seeds can also be ground to meal or butter. The seeds contain a high level of
beneficial unsaturated fatty acids but these can go rancid quickly. Hemp is high in
protein and fiber. The hemp seeds do not contain the psychoactive substance delta9-tetrahydrocannabinol, although many products containing hemp seeds or their
derivatives are marketed as new age or found in health food shops.
Figure 3.11 shows some interesting product launches containing these grains:
60
Spozywcze Malwa has introduced on the market in Poland (November 2007) the
new Spelt Puff Sticks. Marketed under the Eco Cookies brand name, these cookies
come in two types: with Sugar and without Sugar. Spelt Puff Sticks are presented in
120g plastic bags and tagged as organic;
Petit Farro (small spelt) are the new cookies launched in June 2007 in Italy under
the Spighe & Spighe brand. This organic product contains extra virgin olive oil
(con olio extravergine di oliva) and comes in 450g boxes. KI Group S.p.A is the
manufacturer;
Since August 2007, a new Amaranto Integral (wholegrain amaranth) product was
launched in Mexico. The 100% natural cereal is marketed under the Arantto brand
name and is tagged as containing no cholesterol. Grupo Agroindustrial de
Alimentos Mexicanos, S.A. de C.V. presents the cereal to the market in a 250g bag;
French Meadow Bakery Healthy Hemp Made with Organic Grains Bagels was
launched in the US in 2006 in a Yeast Free & Sweetener Free version by the French
Meadow Bakery. Literature states, High in protein - High in fiber - High in Omega
- No trans fat - Yeast free - Naturally low in carbs - No added sweeteners, dairy or
preservatives - Vegan. They are said to have no added oils or sweeteners and to
have a 21 day refrigerated shelf life or a one year frozen shelf life.
Figure 3.11: Examples of bakery product launches with new grain flavors
61
Many of the bakery products with these new grains are manufactured by smaller/local
companies. There is an opportunity for global manufacturers to investigate these grains
and applications using them.
Wafers
Wafer is the fastest growing flavor in the bakery section. Although wafers are
traditional products in many European countries, many of the wafer products launched
recently are pitched as up-market or premium, and often made with rich coverings,
fillings or ingredients. Wafers are increasingly seen as premium products.
Figure 3.12 shows some examples of premium type wafer product launches:
Described as a bittersweet chocolate specialty with a chocolate cream filling and

crispy wafer leaves, a new Tortina product in a Chocolat Noir (dark chocolate)
variety was launched in Finland in May 2007. The cookies are said to have a 63%
cocoa content and a 56% cream content. They are marketed under the Loacker
Gran Pasticceria name by A. Loacker AG SpA;
Produced in the UK by Dorset Village Bakery, the new line of Fudges Cheese
Wafers was launched in the US in September 2007. The line includes Stilton,
Original Cheddar, Jalapeno and Walnut flavors. Package text for the Stilton Wafers
reads, Light, crisp wafers made with Stilton cheese. Hand crafted in rural Dorset.
This product has been made in bakery that handles nut (no peanuts), mustard,
celery, sesame and dairy ingredients - Suitable for vegetarians;
In August 2007, Wafer Cookies in a Hazelnut variety were launched in Turkey. The
wafers are coated in milk chocolate and feature a hazelnut cream. The product is
produced by Dogan Gida Sanayi ve Ticaret A.S. and is marketed under the Lovells
brand name.
62
Figure 3.12: Examples of premium type wafer products
The industry view

In the survey carried for this report, when food industry executives were asked to
specify two emerging flavors being used in the bakery and cereal category the five
flavors mentioned most often were:
Vanilla;
Cranberry;
Cinnamon;
Nuts;
Almond.
The executives surveyed are aware of flavor trends in this sector, as the flavors they
chose are all important ones in terms of what is actually happening in the sector in
terms of product launches.
Vanilla, cinnamon and almond all appear in the Productscan top 20 flavors in new
bakery product launches, vanilla being the third most common flavor in product
launches in 2007 after chocolate and wheat. In current new products launched, vanilla
63
is a common flavor used in cookies and products aimed at children. Many of these
products are shaped as animals or cartoon characters, and some have added minerals or
vitamins.
Cranberry is a growing flavor in bakery product launches. Its popularity in part comes
from the antioxidant properties of cranberry. The Cranberry Institute states that
cranberries contain proanthocyanidins (PACs) that can prevent adhesion of certain
bacteria which are associated with urinary tract infections. The Institute also refers to
recent research that shows that cranberries contain significant amounts of
phytonutrients and antioxidants that may help protect against heart disease, cancer and
other diseases.
An analysis of the cranberry product launches in the bakery sector shows that many
products containing cranberries are cereals, mueslis and cookies targeted at consumers
on health grounds with a range of stated benefits such as low fat, no trans fat, high
fiber, high in vitamins, high antioxidants, natural, etc.
Confectionery
Confectionery categories evaluated for this section include:
Sugar confectionery;
Chocolate;
Chewing gum.
64

The top 20 flavors in confectionery product launches in 2007 are given in Table 3.9.
Variations on chocolate dominate the top product launches, with the top three flavors
being chocolate, milk chocolate and dark chocolate. The top 20 list contains mainly
traditional fruit flavors, such as strawberry, orange, lemon, cherry, etc. Mint, various
nuts, cream, caramel and vanilla also feature.
Table 3.9: Top 20 flavors in new confectionery product introductions, % of

all products launched, 2004-2007
Flavor
2004
2005
2006
2007
Chocolate
Milk Chocolate
Dark Chocolate
Strawberry
Mint
Orange
Almond
Caramel
Hazelnut
Lemon
White Chocolate
Fruit
Cherry
Raspberry
Apple
Peppermint
Cream
Vanilla
Peanut
Grape
8.7%
8.3%
3.4%
4.7%
3.2%
3.2%
2.3%
2.7%
1.8%
2.3%
2.6%
2.2%
2.1%
1.4%
1.7%
1.0%
1.6%
1.1%
1.1%
1.5%
7.3%
7.6%
3.6%
4.6%
3.1%
3.1%
2.4%
2.8%
1.9%
2.5%
2.1%
2.3%
2.2%
1.6%
1.8%
1.1%
1.9%
1.6%
1.4%
1.2%
7.9%
6.9%
3.7%
4.6%
2.9%
3.0%
2.0%
2.2%
2.1%
2.4%
2.1%
2.0%
1.8%
1.4%
1.5%
1.1%
1.4%
1.2%
1.3%
1.2%
8.4%
6.8%
4.4%
4.2%
2.9%
2.9%
2.3%
2.3%
2.2%
2.2%
2.0%
1.7%
1.7%
1.5%
1.5%
1.4%
1.3%
1.3%
1.1%
1.1%
Note: Year ends February 18th 2008.

Source: Productscan
An analysis of the growth rate in flavors in new product launches in this category over
the period between 2004 and 2007, showed no flavors to be growing at a rate of more
than 1.1% per year. This indicates that although flavors in confectionery products are
changing, these changes are taking place gradually. Dark chocolate is the fastest
growing flavor. The list of the 10 fastest growing flavors is:
65
Dark chocolate;
Marzipan;
Wafer;
Licorice;
Hazelnut;
Bitter chocolate;
Peppermint;
Spearmint;
Mango;
Cranberry.
the period 2004 to 2007 showed the largest mover to be milk chocolate which
decreased by 1.5% over the period. The list of the 10 fastest decreasing flavors is:
Milk chocolate;
Peanut butter;
Sour;
Grape;
White chocolate;
Cherry;
Fruit;
Blue raspberry;
Strawberry;
Praline.
Overall, the confectionery market appears to be restructuring towards mature/adult

flavors (complex and intense), as opposed to flavors traditionally aimed at children
(sweet, sour and simple). This may be to move away from dependence on the
childrens market and the complex ethical issues surrounding it.
As within the bakery category; chocolate is very popular and looks to remain that way,
but white and milk chocolate are losing popularity while dark chocolate is becoming
more prevalent.
Some traditional fruits (strawberry, grape and cherry) are slowly being replaced by
exotic and antioxidant source fruits (cranberry).
66
The decrease in sour and blue raspberry confectionery signals a movement away from
artificial type sweets towards more natural flavors (and colors). These two flavors
have traditionally been aimed towards children. Sour (higher acid) products could also
be perceived as being unhealthier for teeth then normal sugar confectionery.
Wafer is one of the fastest growing flavors in both the bakery and confectionery sector.
This is due to the popularity of new wafer products which lie somewhere between the
bakery and confectionery sectors; premium wafers may be covered in chocolate and
sometimes filled with chocolate or other confectionery type fillings.
Mint is very popular and increasing as a flavor used in product launches. This could be
linked to its reported digestive aiding properties, breath freshening properties, as well
as inclusion in many sugar-free mints and gums.
The rise of dark chocolate

As in the bakery sector, dark chocolate is also one of the faster growing flavors in the
confectionery sector. In confectionery, dark chocolate is often linked with two
important trends health and premiumization.
A key reason for positioning dark chocolate as healthy is the high flavanol content
which has antioxidant properties which may help to lower blood pressure and provide
increased resistance to diabetes, heart disease and obesity. Major confectionery
companies have taken advantage of the trend by launching their own versions of dark
chocolate products over the last few years; Cadburys Dark Flake and Bournville
Deeply Dark, Mars CocoaVia line, and Nestl KitKat Dark.
In March 2008, Nestl announced the establishment of the Chocolate Center of

Excellence, the companys first R&D facility entirely dedicated to the development of
premium and luxury chocolate. The new Chocolate Centre of Excellence, will be
located at a Nestl factory in Switzerland and will be operational in the first half of
2009. The company says it will bring together both internal and external know-how of
67
international chocolate-making professionals such as top confiseurs, sensory experts

and packaging designers. Nestl sees luxury and premium products as one of its key
strategic areas with above-average growth and profit potential over the coming years,
and sites the strong growth of dark and premium chocolate as the most visible sign of
premiumization.
Global examples of confectionery manufacturers dark chocolate variants of core

products are shown in Figure 3.13; Cadbury Flake Dark was launched in the UK in
2006; Hersheys Chipits Premium Dark Chocolate Chips with 50% Cacao, was
launched in Canada in April 2007; and the Mars China Foods Co. Ltd. Dove Dark
Origins Chocolate Bar was launched on the market in Taiwan in 2006.
Figure 3.13: Dark chocolate versions of core products
Dark chocolate relates to indulgence, provenance (specifying where cocoa comes

from), varietal (stating what variety cocoa beans are used) and also to high cocoa
content. Some products are also promoted as organic and/or Fairtrade. All these
elements are used as marketing tools by the major manufacturers.
Russell Stover Origin Select Private Reserve Chocolates were available in the US
from October 2007, from Kansas City, MO-based Russell Stover Candies, Inc. The
varieties - Ecuador 60% Cacao, Ghana 60% Cacao, Venezuela 60% Cacao, and
Belgian 41% Cacao - are each sold in a stand-up bag containing individually
68
wrapped pieces. A 60% Cacao Variety Pack with Venezuela, Ghana & Ecuador
Chocolates is available in a 5.85 oz. stand-up bag;
Hersheys Extra Dark Chocolates were made available in the US in 2005. Pure
Dark Chocolate (60% cacao), Pure Dark Chocolate with Cranberries, Blueberries &
Almonds (60% cacao dark chocolate) and Pure Dark Chocolate with Macadamia
Nuts & Cranberries (60% cacao dark chocolate) are offered in single-serve 3.52 oz.
(100g) bars and in 5.1 oz. (144g) take-home, stand-up pouches. All of the labels
are flagged, Natural source of flavanol antioxidants;
The Suchard Sensations line of chocolate bars available in Austria was extended in
2006 to include a Noir variant that features an 86% concentration of cacao.
Presented as a 100g bar, it is marketed by Kraft Foods Osterreich Ges.m.b.H;
Over the last few years in the UK and US, Green & Blacks has launched several
new varieties of Premium Chocolate Bar products. Marketed under the Green &
Blacks Organic name, the flavors vary slightly between the two countries but some
examples are Butterscotch, Espresso, Cherry and Ginger.
Figure 3.14 shows some examples of chocolate marketed as up-market, premium or

indulgent. These examples show the use of high cocoa content, added
functional/premium ingredients, and use of provenance to raise the image of the
product:
Russell Stover Origin Select Private Reserve Chocolates were available in the US
from October 2007, from Kansas City, MO-based Russell Stover Candies, Inc. The
varieties - Ecuador 60% Cacao, Ghana 60% Cacao, Venezuela 60% Cacao, and
Belgian 41% Cacao - are each sold in a stand-up bag containing individually
wrapped pieces. A 60% Cacao Variety Pack with Venezuela, Ghana & Ecuador
Chocolates is available in a 5.85 oz. stand-up bag;
Hersheys Extra Dark Chocolates were made available in the US in 2005. Pure
Dark Chocolate (60% cacao), Pure Dark Chocolate with Cranberries, Blueberries &
Almonds (60% cacao dark chocolate) and Pure Dark Chocolate with Macadamia
69
Nuts & Cranberries (60% cacao dark chocolate) are offered in single-serve 3.52 oz.
(100g) bars and in 5.1 oz. (144g) take-home, stand-up pouches. All of the labels
are flagged, Natural source of flavanol antioxidants;
The Suchard Sensations line of chocolate bars available in Austria was extended in
2006 to include a Noir variant that features an 86% concentration of cacao.
Presented as a 100g bar, it is marketed by Kraft Foods Osterreich Ges.m.b.H;
Over the last few years in the UK and US, Green & Blacks has launched several
new varieties of Premium Chocolate Bar products. Marketed under the Green &
Blacks Organic name, the flavors vary slightly between the two countries but some
examples are Butterscotch, Espresso, Cherry and Ginger.
Figure 3.14: Premium and indulgent dark chocolate examples
Very innovative recent examples of dark chocolate marketed as healthy are shown in
Figure 3.15. These examples are might be considered functional foods, and are very
novel in their use of a range of functional ingredients and formats suggesting dosages:
Heart Chocolate Candy Bar with CM-X was launched in Canada in October 2007,
by Toronto, Ontario-based Innovation Life Sciences. Heart Chocolate with CMX(tm) is claimed to be a delicious rich dark chocolate bar with the added health
benefits of CM-X, a natural combination of cinnamon and bitter melon extracts that
has been scientifically and clinically proven to lower blood sugar and cholesterol to
70
keep your heart healthy. It is said to have no added sugar, no trans fat and no
cholesterol, making it the ideal choice for diabetics, health advocates and
chocolate lovers alike. The Bar is divided into three portions, each only 60
calories, to help people practice proper portion control while still satisfying their
chocolate cravings;
Amoriss Bite-Size Organic Dark Chocolate is a bite-sized organic dark chocolate

bonbon infused with a unique combination of red wine extract (the French
Paradox), resveratrol and antioxidant-rich superfruits. It is an ultimate feast of the
senses with amazing heart-healthy, longevity and anti-ageing benefits. The
individually wrapped candies were available in the US from December 2007 and
are supplied in a resealable, 28-count plastic jar by Phytobase Nutritionals, Inc.
Promotional literature further states, Amoriss also can take it to a different level in
indulgence. When melted and applied for 15-20 minutes, Amoriss acts as a
nourishing, moisturizing and antioxidant facemask treatment for healthy-looking
skin. Amoriss contains these healthy superfood ingredients: Aa (packed with
antioxidants, amino acids and essential fatty acids) - Mangosteen (contains
xanthones, good for the immune system and joint flexibility) - Red wine extract
(provides heart-healthy benefits without the alcohol) - Resveratrol (antioxidant,
cholesterol-lowering and immune system balancing) - Goji (traditionally regarded
as a longevity, strength building and sexual potency food) - Pomegranate (rich in
antioxidants and support for cardio-vascular system) - Rhodiola rosea (boosts
energy and enhances moods, mental wellbeing and alertness).
These examples are manufactured by specialist companies, but the trend of

functionalizing chocolate (and confectionery) could soon move into the mainstream,
with more self-medication type chocolate products launched.
71
Figure 3.15: Innovative dark chocolate marketed as healthy
A recent (February 2008) press release by Barry Callebaut gave results of an

international survey, carried out in January 2008, on behalf of the company. Key
findings included:
About 1 in 4 consumers in Western Europe and the United States want chocolate
with extra physical or emotional benefits;
Americans eat more functional chocolate than Europeans. More than 1 in 3

Americans (35%) has already tried chocolate with additional health benefits and
14% consume it at least once a month. Americans are closely followed by the
Swiss, 12% of whom eat functional chocolate regularly.
Even with the clear growth of dark chocolate as seen by the many examples above, a
few dark milk chocolates are emerging. These are milk chocolates, typically with
increased cocoa content and decreased sweetness.
An example is the Hotel Chocolat High Cocoa Milks. These products fall in The
Purist line, and the company describes them as being made with more cocoa and less
sugar so it is possible to experience the flavor nuances of cocoa, but with a
comforting dash of milk. Hotel Chocolat is a UK based chocolate manufacturer and
retailer which describes itself as an origin chocolatier.
72
Another example is the Seeds of Change Organic Anatolia Chocolate Bar launched in
the US in November 2007 which is a delicious fusion of dark milk chocolate and
roasted hazelnuts, named for the prime hazelnut - growing region of Turkey.
Promotional literature states, One of our new introductions features something new to
Seeds of Change: premium Dark Milk chocolate with 40% cacao - for a darker, richer,
more exotic milk chocolate experience.
Exotic and antioxidant fruits

New fruit flavors are being used in non-chocolate confectionery, and are often used to
promote healthy benefits. Many new products contain real fruit juice or pulp and are
made from exotic or antioxidant fruits. Mango, pomegranate, cranberry and
elderberry are examples of these fruits.
Mango features in the list of the 10 fastest growing flavors in this category. Figure 3.16
shows examples of recently launched mango products which are promoted on their
functional benefits:
Asahi Food and Health Care launched Asahi Taiyo o Abita Mango [mango bathed
in sunlight] in Japan in June 2007. The company claims that this new functional
candy supplies vitamin C and beta-carotene. It is made with plentiful Alphonso
mango puree and fruit juice, plus fresh cream. The company claims it is a juicy
candy with a smooth and creamy mouthfeel. It contains 1,000mg vitamin C plus
800 micrograms beta-carotene per pillow pack (425mg vitamin C and 365
micrograms beta-carotene per stick pack);
Lot 100 Mango Juice Soft Candy was introduced to the Chinese market in February
2007. According to the package, it is said to contain rich vitamin C. The
manufacturer is Cocoaland Industry Sdn. Bhd., and its distributor is Guangzhou
Meiji Trade Co., Ltd.
73
In addition to its healthy aspects, mango is showing up in the range of standard flavors
used for traditional sweets in Europe; a mango variety of Tic Tacs was recently
launched in both Italy and Slovakia.
Figure 3.16: Mango candies promoted by functional ingredients
Figure 3.17 shows some examples of products containing new fruits other than mango:
Cranberry with Green Tea flavor of Sugar-free Pastilles was launched in November
2007 on the market in Australia under the Jols brand name. Ferndale Confectionery
Pty. Ltd. is the manufacturer;
Brachs Gummi Plus with Antioxidants Vitamin Rich Gummi Fruits were launched
in the US in October 2007, in Cranberry, Pomegranate, Blueberry, Orange, Apple
and Strawberry flavors by Brachs Confections, Inc. They are sold in a rack
display, 6 oz. (170g), plastic windowed bag that is flagged, Natural and artificial
flavors. Package text further reads, Each serving is packed with an excellent
source of antioxidant vitamins C and E that contribute to overall heart and immune
system health. Vitamin Rich Gummi Fruits deliver a refreshing sweet treat you can
feel better about eating;
Featuring traces of elderberry, stinging nettle, safflower, lemon, grapes, and cassis,
Wine-Gums from Smile Factor GmbH were recently (August 2007) introduced to
consumers in Germany. Sweet Land is the brand name. The package tag is No Fat.
74
Figure 3.17: Non-chocolate candies with new fruit flavors
Fruity mint in chewing gum

A recent trend in terms of flavors in new product launches in chewing gum is the
blending of fruit with mint. Some examples are shown in Figure 3.18:
Claimed to provide a cooling effect, a new Mint Peach variety of sugar-free

Chewing Gum was recently introduced to consumers in Israel (February 2007).
This Must brand chewing gum is packed in a 28g cardboard box and is
manufactured by Strauss-Elite Ltd;
The Sassy brand of Sugar Free Chewing Gum already on the market in Australia
was launched in February 2007 in a new 2-Pack. The gum is offered in
Peppermint, Spearmint, and Cherrymint varieties and is said to be perfect for sassy
girls on the go. The gum is also said to be tooth friendly and to offer long-lasting
flavor for fresh breath power. The manufacturer is Ferndale Confectionery Pty. Ltd;
Under the brand name Orion Xylitol, Orion Corporation/Noiro launched a new
range of Sugarless Gum in April 2007. Tagged as containing 70% xylitol, calcium
and either green tea powder or an anti-halitosis ingredient, the five flavors are
Lemon Mint, Fresh Mint, Grapefruit, Apple Mint, and Banana. These all come in
tubes of 31g, and the Lemon Mint, Fresh Mint and Grapefruit varieties additionally
75
come in tubs of 61g. These products are sold in Russia, Vietnam, China and the
US;
A mint-Watermelon variety of Wrigleys Eclipse Sugar Free Chewing Gum was

launched on the market in Russia in April 2007. This pellet-style gum from
Wrigley OOO is said to offer a pleasant taste and to be made with microparticles
that result in a refreshing sensation.
Figure 3.18: Mint and fruit blends in chewing gum
The blend of fruit and mint is often promoted as being refreshing, cooling and good for
the breath.
The industry view

specify two emerging flavors being used in confectionery, the top five flavors
mentioned were:
Dark chocolate;
Green tea;
76
Pomegranate;
Cranberry;
Caramel.
Dark chocolate, pomegranate, cranberry and caramel are all flavors that are significant
in terms of product launches.
The number of product launches in the confectionery category with green tea flavor has
increased by 0.2% in the period 2004 to 2007. The majority of non-chocolate candies
and chewing gums with green tea flavor that have been recently launched have been in
Asia, although there were a few launches in the US and Europe. Often these products
are promoted based on the benefit of their healthy antioxidant content. A supplier of
green tea products, Japanese Green Tea Online, claims that epigallocatechin gallate
(EGCG), an antioxidant found in green tea, is at least 100 more times more effective
than vitamin C and 25 times more effective than vitamin E at protecting cells and DNA
from damage believed to be linked to cancer, heart disease and other serious illnesses.
In addition, various components in green and black tea, particularly simple catechins,
have properties in vitro that suggest an anti-cariogenic activity. Studies in animal
models have shown that these in-vitro effects can translate into caries prevention.9
There are also reports that green tea may inhibit pathogen growth in the mouth and
therefore inhibit bad breath10 11. These proposed properties of green tea make it an ideal
ingredient in chewing gum and candies.
Green tea flavor is also moving into chocolate. In 2004 in Japan, Nestl launched a
green tea flavored Kit Kat. Other companies, such as Meiji Seika, have launched green
tea chocolate products recently in Japan.
77
Dairy
Dairy categories evaluated for this section include:
Cheese;
Ice cream;
Margarine and spreads;
Yogurt.

The top 20 flavors in dairy product launches in 2007 are given in Table 3.10.
Table 3.10: Top 20 flavors in new dairy product introductions, % of all

Flavor
2004
2005
2006
2007
Strawberry
Chocolate
Vanilla
Yogurt
Milk
Cheese
Peach
Raspberry
Mango
Orange
Banana
Cream
Apple
Pineapple
Blueberry
Caramel
Cherry
Lemon
Cheddar
Apricot
6.4%
6.5%
6.3%
4.8%
6.1%
2.2%
2.4%
1.9%
1.2%
2.0%
1.5%
2.0%
1.8%
1.1%
0.9%
1.8%
1.1%
1.5%
1.1%
0.9%
6.6%
6.2%
6.3%
2.8%
5.2%
2.4%
2.4%
1.6%
1.9%
2.1%
1.9%
1.8%
1.5%
1.2%
0.8%
1.5%
1.4%
1.4%
1.0%
0.9%
7.3%
5.6%
5.0%
3.8%
3.7%
2.7%
2.6%
1.9%
1.8%
2.0%
1.7%
1.8%
1.6%
1.3%
1.1%
1.4%
1.1%
1.2%
1.0%
1.0%
7.3%
5.3%
5.1%
4.4%
3.2%
3.0%
2.3%
2.1%
2.1%
1.7%
1.6%
1.6%
1.5%
1.3%
1.3%
1.2%
1.1%
1.1%
1.0%
0.9%
Note: Year ends 18th February 2008.

Source: Productscan
78
The top three flavors are the core trio for dairy desserts - strawberry, chocolate and
vanilla. Most of the rest of the top 20 flavors are traditional type fruit flavors (e.g.
banana, apricot, apple, etc.), although the list contains newer fruit flavors to the global
market such as mango, blueberry and pineapple. Traditional and simple milk, cheese
and yogurt flavors also feature.
The fastest growing flavor in the dairy products category is strawberry. The strawberry
flavor product launches grew 0.9% between 2004 and 2007. The full list of the top 10
fastest growing flavors based on growth between 2004 and 2007 is:
Strawberry;
Pomegranate;
Cheese;
Coconut;
Mango;
Margarine;
Blueberry;
Raspberry;
Cottage cheese;
Blackcurrant.
the period 2004 to 2007 showed the largest mover to be milk which decreased by 2.9%
over the period. This is a very large move with respect to the percentages of flavors in
launches in general. The next fastest decreasing flavors were vanilla and chocolate,
both decreasing by 1.2% over the period. The full list of the top 10 fastest decreasing
flavors between 2004 and 2007 for dairy product is:
Milk;
Caramel;
Vanilla;
Lemon;
Chocolate;
Soy;
Fudge;
Cream;
Fruit;
Almond.
79
Overall, fruit flavors, featuring berries and exotic fruits, are becoming more dominant
in the dairy products category. Plainer flavors are becoming less popular, as well as
those linked with higher, or increased saturated, fat contents, such as cream, fudge and
caramel. Margarine is becoming more popular as a flavor, whereas butter is losing
popularity. Butter flavor decreased by 0.3% in the period 2004 to 2007.
Strawberry
Strawberry is the top flavor in terms of product launches in the dairy category, as well
as being the fastest growing flavor. This shows a change from the other sectors
examined in this report, all of which show strawberry as a currently commonly used
flavor but one which use in new product launches is decreasing. The ideal pairing of
the mild but tart flavor of strawberry, with the smoothness of milk and cream products,
may explain the enduring popularity of strawberry in this sector.
Strawberry is a popular flavor in new yogurt and ice cream product launches and is
suitable for children as well as adults. Strawberry is often paired with vanilla in these
categories, either the flavors are blended together in the same product, or are offered as
two flavor varieties in a pack.
Other berries/darker fruits

Many varieties of dark fruits feature in the current top and fastest growing flavors in
the dairy category. Raspberry, blueberry, pomegranate and blackcurrant are the most
important of these. Blueberry is currently a popular flavor in dairy product launches in
Japan. Pomegranate is a newer flavor offering, often blended with other fruits, in many
yogurt multi-packs.
The growing popularity of these fruits is due to the general promotion of their
antioxidant properties which are linked with their vitamin C and anthocyanin contents.
Globally, consumers tastes are developing and some are finding the more intense
80
flavors of these types of fruits as appealing as milder, more traditional fruit flavors, like
peach and strawberry.
Examples of recent product launches with the fruits discussed above are shown in
Figure 3.19:
Danone Bio Blueberry was launched in January 2007 in Japan. It is a functional

probiotic yogurt containing the BE 80 strain of lactic acid bacteria that improve the
digestive function. The pack face has a message in Japanese which means try it for
14 days. The list of ingredients is: fresh milk, sugar, blueberry pulp, milk products,
milk protein, polysaccharide thickener, acidulant, flavoring;
The Del Monte Raspberry Iced Smoothie containing real fruit from Fredericks
Dairies was launched in the UK in 2006. It is virtually fat free and contains only 96
calories per bar. It contains no artificial colors, flavors, sweeteners or preservatives
and is suitable for vegetarians;
Mustaherukka (blackcurrant) was added to the Ingman Kalinka Top range of

Kerrosjogurtti (layered yogurt) products in Finland in December 2007. This lowlactose product is described as soft blackcurrant and vanilla yogurt with a whipped
blackcurrant topping. Arla Ingman Oy Ab is the manufacturer;
Marketed under the Sheer Bliss label, the Pomegranate Ice Cream Bar is touted as
pomegranate ice cream (that) is perfectly complimented by the crisp, not-too-thick
and not-too-thin dark chocolate shell. Available from September 2007 in the US
from Sheer Bliss, the all natural gourmet ice cream is presented in a 3-count box.
In addition to the above berries and fruits, aa berry is a very new entrant to the dairy
products sector, with a few examples emerging in products such as yogurts and fruit
smoothies in 2007.
81
Figure 3.19: Examples of recent blueberry, raspberry, blackcurrant and

pomegranate dairy sector launches
Exotic fruits
In the exotic fruits area of dairy products, mango is a top flavor in current product
launches as well as one of the fastest growing flavors. Coconut also features in the list
of the top 10 fastest growing flavors.
Mango is a popular flavor in yogurt, frozen yogurt and ice cream. In yogurts it often
appears in multi-packs with other exotic fruit flavors or in blends of the flavors
themselves in a single product. Many of the recent mango flavored product launches in
this sector have been in Japan or India.
Coconut is also growing in popularity in yogurts and ice cream type products.
Sometimes it appears in combination with mango. An example is a product launched
the Netherlands in December 2007 which is the frozen smoothie marketed under the
Smooze! brand. This product is said to be made with fruit pulp, to be lactose and
cholesterol free and rich in vitamins and fiber. Available in the flavors Coconut + Pink
Guava; Coconut + Mango; Coconut + Pineapple; and Coconut + Passion Fruit, this
82
product is presented in a 65ml triangular-shaped wrapper. The manufacturer is Fairteck

Holding Pte Ltd.
Figure 3.20: An example product with a blend of mango and coconut flavors
Cheese
Cheese is a top flavor in the dairy products sector and one of the fastest growing
flavors as well. Cheese products featuring in new product launches cover many
categories such as spreadable cheeses, sliced cheese, grated cheese, cheese straws,
individually wrapped portions, etc. Blends of cheese with fruit and cheese with herbs
feature in cheese flavored product launches.
The industry view

specify two emerging flavors being used in dairy category, the top five flavors
mentioned were:
Vanilla;
Mango;
Fruit;
Coffee;
83
Pomegranate.
Vanilla is a very popular flavor in ice cream launches. This is because of its universal
appeal to all ages and its ability to act as a carrier for fruits, nuts, sauces, etc.
Coffee is a popular flavor in upscale or premium ice cream products, and accounted for
0.8% of new product launches in the dairy sector in 2007. Some recent examples
include:
Lotte Reika: Lotte Souffler Tiramisu. This is a new ice cream (launched in
December 2007 in Japan) which has an image of souffle. This ice cream product
consists of an espresso sauce center and cheese ice cream filled in coffee ice cream
made with coffee beans from Ethiopia. Cocoa powder is dusted on the top. A hint
of coffee liqueur is added to enhance the flavor. This product has a soft and light
texture. The main target is consumers in their late 20s and 30s;
Aimed specifically at women in the 18-35 year age group, two new varieties of
Magnum Select Origins Ice Cream were launched in South Africa in January 2008.
The Java variety is described as vanilla ice cream coated in milk chocolate from
Java, while the Colombia Aroma variety with chocolate and vanilla ice creams
features a rich coffee sauce made from Colombian coffee beans. The Magnum line
is available from Unilever;
Ijsboerke Alaska is a novelty family-sized Glace (Ice Cream) from Ijsboerke NV in

Belgium, launched in November 2007. It takes the form of an igloo of vanilla ice
cream, with an inner core of mocha ice cream which is itself filled with chocolatecoated coffee grains.
In two of the examples the coffee flavored products are targeted at adults in the 20s
and 30s age group. This highlights that coffee flavor is often used for mature and
indulgent dairy products.
84
Figure 3.21: Premium and upscale coffee ice cream products
Snacks
Snacks evaluated for this section include:
Potato chips;
Nuts and seeds;
Popcorn;
Snack bars.

The top 20 flavors in snack product launches in 2007 are given in Table 3.11.
Chocolate is the largest flavor in terms of usage in product launches, but not by much.
There is a greater spread of the product volumes for flavors overall in this sector than
the others evaluated, showing lack of dominance of any specific flavor or group of
flavors. The top flavors in this sector represent an even spread of sweet and savory.
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Table 3.11: Top 20 flavors in new snack product introductions, % of all

Flavor
2004
2005
2006
2007
Chocolate
Potato
Cheese
Almond
Peanut
Salt
Corn
Onion
Barbecue
Strawberry
Cashew
Apple
Garlic
Chili
Honey
Rice
Sweet
Tomato
Cranberry
Raisin
3.9%
3.9%
2.8%
2.1%
2.2%
2.5%
2.3%
1.8%
1.8%
1.6%
0.9%
1.5%
1.1%
1.6%
1.6%
1.4%
1.2%
1.1%
0.8%
0.7%
4.0%
3.7%
2.1%
1.6%
1.8%
2.7%
2.0%
1.7%
1.2%
1.8%
0.9%
1.7%
1.1%
1.1%
1.3%
1.6%
1.1%
1.0%
1.0%
1.1%
3.1%
3.1%
2.5%
2.1%
2.3%
2.3%
1.9%
1.9%
1.3%
1.3%
1.3%
1.6%
1.2%
1.3%
1.3%
1.2%
1.1%
1.0%
0.8%
1.1%
2.9%
2.8%
2.4%
2.3%
2.2%
2.0%
1.9%
1.8%
1.5%
1.5%
1.4%
1.4%
1.3%
1.3%
1.3%
1.3%
1.1%
1.1%
1.1%
1.0%

Source: Productscan
The top two flavors in terms of product launches in 2007 (chocolate and potato) were
also the two flavors decreasing the fastest in terms of the difference between number of
product launches 2004 to 2007. Potato launches decreased by 1.1% in this period,
while chocolate launches decreased by 1.0% in the period. The decrease in these
flavors has contributed to the lack of dominance by one particular flavor in the sector
as discussed above. The full list of the 10 fastest decreasing flavors in this sector
between 2004 and 2007 is:
Potato;
Peanut butter;
Chocolate;
Caramel;
Cheddar;
Salt;
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Lemon;
Corn;
Cheese;
Butter.
No flavors in this sector grew at more than 0.6% in terms of product launches, between
2004 and 2007. This shows a relatively slow rate of change in terms of flavors being
used in snacks. The top 10 fastest growing flavors were:
Cashew;
Oat;
Banana;
Pistachio;
Dark chocolate;
Raisin;
Pineapple;
Mango;
Potato chip;
Paprika.
As per the sectors evaluated earlier in this chapter, there is a move from generic
chocolate as a flavor to dark chocolate. In general, flavors perceived as more unhealthy
(e.g. cheese, butter and salt) are decreasing in snack products, while nuts and tropical
fruits are increasing.
Chocolate and dark chocolate snack bars

Many chocolate and dark chocolate flavored snack product launches are in the form
energy or cereal type bars, often covered in, or containing chocolate. These bars are
sometimes promoted on a range of functional benefits; such as high fiber, natural, high
minerals, etc; as well as in terms of their taste and/or texture, and convenience. Many
of the bars (particularly those with standard, not dark chocolate flavor) are aimed at
children or teens. Examples of recent launches of these types of products are:
A Chocolate variety of Cereal Bar under the Kelloggs Special K brand name was
launched in Venezuela in September 2007. The cereal bars are tagged in package
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text as being fortified with 11 vitamins and minerals. The low-fat bars are marketed
in six-count boxes;
The Complete Kidz Snack Bar Balanced Nutrition for Kids Bar is sold in a singleserve 1.4 oz. (40g) wrapper by Venice Beach, CA-based Young Generation
Nutrition, Inc. and was launched in the US in 2004. The label for the Chocolate
Burst flavor is tagged, All natural ingredients - Only 4 grams of sugar - 18
vitamins and minerals for kids - High in fiber - 8 grams of protein. The Complete
Kidz Bar is said to be a nutritious snack for kids and a healthy alternative to all
adult nutrition bars and to be specially formulated to meet the nutritional needs of
kids between the ages of 7 and 13. The unique ingredients are all natural and safe
and offer an ideal nutritional profile for kids... Low carb - No trans-fat, lactose,
gluten, artificial flavors, colors, or preservatives... The Complete Kidz Bar contains
FOS, a health-boosting soluble dietary fiber... They are easy to digest and contain
no allergy-causing milk sugars (lactose). Each Complete Kidz Bar provides 17
percent of the daily recommended protein intake for kids. The bar also has low
glycemic ingredients;
Nestl Hellas S.A.I. extended its Nesquik line with the launch of a Chocolate
Cereal Bar in Greece in 2004. Marketed toward active pre-teens, the cereal bar is
touted in package text as Your favorite cereal, where you want it and when you
want it. These chocolate-flavored bars contain calcium, vitamins, and iron;
The NuGo Organic Nutrition Bar was launched in the US in 2006 in a new Double
Dark Chocolate flavor by NuGo Nutrition. The snack bar is sold in a single-serve
1.76 oz. (50g) wrapper and a 15-count box in the US. Label copy reads, USDA
organic - 0g trans fat - 10g soy protein - Non-GMO - NuGo Organic is the 1st GMO
free organic nutrition bar, loaded with vitamins and minerals and packed with soy
protein. Our ingredients are certified organic wholesome and delicious.
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Figure 3.22: Chocolate snack bars
Nut trends in snacks

Nuts feature strongly in snack product launches. Nuts as snack products take the form
of the nuts themselves; mixes of nuts with other ingredients such as dried fruits or
chocolate, etc.; or as ingredients in bars or other products. Almond and peanut are
currently top flavors, and have increasing or stable rates of growth of use in new
product launches. Cashews and pistachios are emerging flavors. Some interesting new
snack products containing these new nuts are shown in Figure 3.23 and include:
Mr. Wasabi Peanuts are described as powerful Wasabi covered crispy coated
peanuts. The most moreish snack weve tried in a long while were launched to
consumers in the UK in May 2007, and are available in canisters of 115g;
Meiji Seika: Meiji Lucky Mini Almond chocolate snack consists of a slim
cylindrical cracker stick, two-thirds coated with milk chocolate and crushed
almonds. The cracker stick keeps the fingers clean. The pack design emphasizes the
almonds. The re-launch of the product was in 2006, with at previous launch in
2001;
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New (launched in March 2007) to the Chinese market is Carrefour Cashews in a

BBQ flavor;
Waitrose Ltd extended its private label line of products on the UK market in
October 2007 to include Waitrose Roasted Salted Pistachio Nuts. The new
offering is said to be free from lactose, egg, gluten, soya, sesame, fish, mustard,
celery and sulphur dioxide.
Figure 3.23: Nut snack products
The examples demonstrate that nuts are versatile and can be blended with a range of
different flavors, both sweet and savory. The packaging also shows that nuts are often
perceived to be an upmarket or indulgent snack.
Exotic fruits
Mango, pineapple and banana are all exotic fruit flavors that are showing growth in
snack product launches. These products are often in the form of dried fruit chips or
mixes, sometimes with other ingredients. Snack products with exotic fruit flavors are
often positioned on healthy benefits such as; natural, fat-free, etc. Examples of products
with these growing exotic fruit flavors are:
Humdinger launched a new range of Fruit Crisps on the UK market in 2006 in five
flavors: Pineapple, Apple, Mango, Exotic and Banana. The product claims to be
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made from real fruits and is low in fat. According to product details, it is crispy,
crunchy, light but not fried;
Tropical Pineapple and Island Fruits varieties of Mariani Premium Dried Fruit were
launched in Norway in 2006. Presented in 170g resealable laminate pouches, the
dried fruit is sourced from the US where it is packaged by the Mariani Packing Co.,
Inc. of Vacaville, California. The Island Fruits variant contains pineapple, papaya,
and mango and is tagged in package copy as containing Philippine Mango...the
best tasting Mango in the world;
In April 2006 Sweetlife B.V. launched a new line of Fruit Chips marketed under
the Fruit Maid brand for consumers in the Netherlands. This line, which is made in
India, counts three varieties, namely Banana, Pineapple and Tomato. The line is
flagged as being crispy and to contain 50% less fat. According to the
manufacturer, all three varieties are made from fresh fruit. The Fruit Maid Banana
Chips and the Fruit Maid Pineapple Chips are claimed to contain no additives and
to preserve the natural, sweet flavors of the fruits. The Fruit Maid Tomato Chips
are said to be flavored with salt and pepper to enhance the tomato flavor.
Figure 3.24: Exotic fruit snacks
In addition to being a dried fruit and formulated as chips, banana is also a common
flavor in snack and cereal bars, and is a popular flavor for products targeted towards
children.
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Chip flavors
Chips are an important category of snack products, and there appears to be a lot of
scope within the category for creativity and experimentation with flavors. Most chips
are made with potatoes but there are many other types made with corn, other
vegetables, and fruits.
The major flavors represented in new product launches in terms of chip products
include apple, bacon, barbeque, black pepper, cheese, chili, corn, garlic, onion, paprika,
potato, and salt, among others. There are interesting blends of many of these flavors. A
few recent novel flavor blends in chip product launches (all in January 2008) include:
Four Seas Potato Chips were introduced in China by Four Seas Foodstuff Co.,Ltd.
This product has two kinds of flavor, Seaweed and Mustard;
Calbee Sweet Chocolate Potato Chips and Calbee White Chocolate Potato Chips
were introduced in Japan. These two new sweet snack foods from market leader
Calbee are targeted at women. These snacks have a rich flavor; they are great
comfort food when feeling tired. They are sold only by the case and sent mail order.
Both products are thickly sliced, wave cut potato chips with a hard crunchy texture
which complements the smooth and thick coverture chocolate that melts in the
mouth;
Snack Ventures, S.A. has recently launched on the market in Spain under its brand
Lays Sensations two new varieties of Patatas Fritas (Chips). They are: Cebolla
Caramelizada con Vinagre Balsamico (Caramelised Onion and Balsamic Vinegar)
and Pollo al Horno Con Limon y Tomillo (Baked Chicken with Lemon and
Thyme);
Uncle Rays Kettle Cooked Parmesan Garlic Potato Chips were launched in the US
and in Canada from distributor, Detriot, MI-based Uncle Rays LLC. Package copy
reads, 0 grams trans fat - Always made fresh from natures best!
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Figure 3.25: Interesting flavor blends in chips
The industry view

In the survey carried out for this report, when food industry executives were asked to
specify two emerging flavors being used in snacks category, the top five flavors
mentioned were;
Spice;
Barbeque;
Cranberry;
Indian;
Nuts.
Cranberry is in the top 20 list of flavors in new snack products launches in 2007, as
well as being a growing flavor in this sector. In terms of these new product launches,
cranberries are often presented in mixes of fruit pieces or included in cereal bars.
Although cranberry flavor originally was mostly confined to the US, snack product
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launches are now found with cranberries and cranberry flavor in many countries and
regions around the world.
In terms of spicy and spice flavors there have been a significant number of new product
snack food launches in the period 2004 to 2007 with black pepper, chili, garlic, hot,
onion and paprika flavors. Within the period there have also been many different types
of ethnic flavors represented in product launches including; curry, Italian, jalapeno,
mesquite, salsa, Thai, and teriyaki, among others.
Cross-sector assessment
A summary of the top flavors in product launches within all categories looked at is
given in Table 3.12.
Table 3.12: Top 5 flavors in terms of new product launches in 2007, in terms
of all products launched per sector
1
2
3
4
5
Bakery & cereals
Confectionery
Dairy
Snacks
Chocolate
Wheat
Vanilla
Strawberry
Oat
Chocolate
Milk chocolate
Dark chocolate
Strawberry
Mint
Strawberry
Chocolate
Vanilla
Yogurt
Milk
Chocolate
Potato
Cheese
Almond
Peanut
Source: Productscan
The overall top flavor in 2007 in terms of product launches is clearly chocolate because
it is the number one flavor in three sectors and second in one. This demonstrates
chocolates global appeal in terms of applicability across sectors and for consumers in
many different regions. Strawberry takes second place, featuring in the top 5 flavor list
in terms of product launches for three of the sectors.
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Table 3.13: Top 5 fastest growing flavors in terms of new product launches as
percentage of all products launched per category, per year, 2004-2007
1
2
3
4
5
Bakery & cereals
Confectionery
Dairy
Snacks
Wafer
Oat
Chocolate
Bread
Cookie
Dark chocolate
Wafer
Hazelnut
Peppermint
Mango
Strawberry
Cheese
Mango
Blueberry
Cottage cheese
Cashew
Banana
Dark chocolate
Pineapple
Potato chip
Source: Productscan
Table 3.13 shows a summary of the fastest growing flavors in terms of new product
launches in the period 2004 to 2007. Overall the most common growing flavors are
dark chocolate, wafer, and mango. All these of these flavors are in the top five fastest
growing list in two of the sectors evaluated. These fast growing flavors are
representative of trends towards health and indulgence.
Table 3.14 shows a summary of the results of the survey, indicating the top flavor
mentions within sectors by the industry executives that participated.
Table 3.14: Top 5 emerging flavors in each sector
1
2
3
4
5
Bakery & cereals
Confectionery
Dairy
Snacks
Vanilla
Cranberry
Cinnamon
Nuts
Almond
Dark chocolate
Green tea
Pomegranate
Cranberry
Caramel
Vanilla
Mango
Fruit
Coffee
Pomegranate
Spice
Barbeque
Cranberry
Indian
Nuts
Source: Business Insights Industry Survey, March 2008
Cranberry appears in the top five emerging flavors in three sectors as mentioned by the
industry executives in the survey carried out for this report. Vanilla, pomegranate, and
nuts featured in the top five for two sectors each. Cranberry and pomegranate are
examples of superfruits.
95
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CHAPTER 4
The role of the food and flavor

manufacturers
97
Chapter 4
The role of food and flavor

manufacturers
Summary
According to respondents of the industry survey carried out for this report, in
terms of flavor innovation multinational food manufacturers are the most
influential, followed very closely by flavor manufacturers, then small/local food
manufacturers, and retailers last. The situation is expected to be very similar in
five years time.
According to industry executives, the top three companies driving innovation in

food flavors are: Danone, Nestl and Kraft.
The top players in the flavor manufacturing and supply market now all have a
global presence in terms of sales, production, and flavor creation and
applications. There is a strong focus on the Asian region and the market
opportunities there. For example flavor manufacturer Symrise, opened a Sensory
& Consumer Science Center in Singapore in 2007.
There is a movement to capitalize on opportunities in taste modulation. Senomyx

is a US based company, using proprietary taste receptor-based assays and
screening technologies to discover and develop novel flavors, flavor enhancers
and taste modulators for the food, beverage and ingredients industries. Senomyx
has entered into product discovery and development collaborations with:
Ajinomoto, Cadbury Schweppes, Campbell Soup Company, The Coca-Cola
Company, Nestl and Firmenich.
Givaudan has been investigating the partial replacement of salt with an enhancer
and the masking of off-tastes such as bitterness.
Flavor companies are focusing efforts on sensates and ingredients with physical
effects. An example is International Flavors and Fragrances high-intensity
cooling technology which the company says imparts a clean, refreshing,
energizing taste and feel.
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Introduction
Flavor trends are influenced by both the consumer and players in the food
manufacturing chain. The manufacturing chain is responsible for creation of new
flavors and ingredients, as well as development of new concepts with respect to taste,
perception and choice. The purpose of this chapter is to gain a deeper understanding of
current innovations in flavor development and applications. Initiatives and
characteristics of both influential food manufacturers and major flavor and ingredient
suppliers form the basis for the discussion. Background data from the industry
executive survey carried out for this report is also used to highlight current opinion.
Company type
Technologies, business practices, and research and development within the food and
flavor manufacturing chain, affect emerging flavor trends. All players in the value
chain have an influence on innovation. Figure 4.26 shows the results from the survey
carried out for this report to a question about the relative ranking in terms of influence
on flavor innovation of flavor manufacturers, multinational food manufacturers,
small/local food manufacturers, and retailers; currently and over the next five years.
In terms of influence on flavor innovation, the order of average ranking was

multinational food manufacturers, followed very closely by flavor manufacturers, then
small/local food manufacturers, and retailers the least influential. The average rankings
were very similar for the current situation and that expected over the next five years.
Food manufacturers have influence over flavors based on their global presence and
extensive product ranges. Larger food manufacturers have research and development
programs focusing on flavor innovation, and also advertise and promote certain foods
to the public, which may have a large influence on flavor trends. Larger food
manufacturers often work with flavor and ingredient suppliers to develop new
compounds or novel applications. Smaller food manufacturers may not have the
99
budgets for research and development in these areas and also may not have as much
influence in their relationships with flavor manufacturers.
Flavor manufacturers have expertise in flavor sourcing and creation, and are
developing high level skills in consumer understanding as well as flavor applications in
food which optimizes consumer acceptance.
Figure 4.26: The influence of manufacturers on flavor innovation currently

and in the next 5 years
4 Most
influence
Now
Response average
Next 5 years
3
1 Least
influence
Flavor
manufacturers
Multinational food Small / local food

manufacturers
manufacturers
Retailers
Note: Respondents were asked to rank influence on a scale of 1 which was least influence to 4 which was most
influence. The response average is an average of the ratings given along the scale.
Because of level of influence in flavor innovation, the next section of this chapter
focuses on flavor innovations within multinational food manufacturers. The rest of the
chapter then looks at flavor innovation activities carried out by flavor and ingredient
manufacturers.
100
Influential food manufacturers

Table 4.15 shows results from the industry survey carried out for this report, to a
question where respondents were asked to name two manufacturers that they thought
drive innovation through the addition of new flavors. The top three companies
mentioned were Danone, Nestl and Kraft. All three of these companies are global,
multi-category and multi-product food manufacturers; with manufacturing and
development facilities, and products and brands, in most countries and regions around
the world.
Table 4.15: Top 10 manufacturers that drive innovation through new food
flavors
Please name two manufacturers you think drive innovation in food through the addition of new
flavors.
Manufacturer
% of total respondents
Danone
Nestl
Kraft
Givaudan
Cadbury
Firmenich
Frito Lay
Innocent
Jones Soda
PepsiCo
9.5%
9.5%
8.3%
7.1%
6.0%
3.6%
3.6%
3.6%
3.6%
3.6%
The main modes of action taken by multinational food manufacturers with respect to
flavor innovation are shown in Figure 4.27. Most of the larger food manufacturers at
least partially focus on flavor development within their research and development
programs. This focus usually entails:
Understanding the market both globally and locally;
Understanding flavor chemistry and perception within the context of core products;
101
Development of flavor systems to complement functional ingredients in range;
Development of novel ingredients (taste modulators, flavors) in conjunction with

specialist flavor manufacturers.
Application of this knowledge normally involves creating healthy foods with good
flavor; developing brand themes with global flavor appeal, while adapting where
necessary to local trends; and innovating through indulgent and/or exotic flavors. At
the end of the development cycle is the promotion of flavors (and products and brands)
through targeted advertising and campaigns. These promotions currently tend to focus
on health or indulgence. Health is a major theme dominating the innovation strategies
of most of the larger food manufacturers.
Figure 4.27: Multinational food manufacturer modes of flavor innovation

Research and
development
Global and local taste
preferences and eating
styles
Application
Promotion
Health with good flavor
Advertising and campaigns
-reduced foods
-functional foods
-Healthy lifestyles and

wellbeing
-Pleasure/indulgence
Taste modulators and key

ingredients
Understanding of flavor
perception with respect to
product context
Flavors to complement
functional ingredients
Brand themes
-signature flavors with
global appeal
sophisticated tastes
-local flavor adaptations
brand and flavor links

to self-perception and
lifestyle
Indulgent and exotic flavors

-ethnic
-pairings
culinary references
and meal ideas
-novelty
Development cycle/ Flavor innovation
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The following sections give some brief examples of the activities of the most
influential food manufacturers (as per the survey carried out for this report) in terms of
flavor innovation. Because of the confidential nature of large food manufacturer
research and applications in this area, it is not always possible to know the full extent
of activities or their details.
Danone
The Danone group is restructuring its product offerings and is focusing on health and
nutrition. Its flavor innovations are mostly related to this theme, and it develops many
products with interesting and exotic flavors to complement the products health benefit.
Danone has become an expert in combining functionality with good flavor. Its
activities are likely to raise the level of expectations of quality for functional products
throughout the food industry.
Danone states that 80% of its projects in Research and Development are focused on
health and nutrition. Danone has shown itself to be successful in marketing healthy
products, and has expertise in microbiology, sensory analysis, consumer research, and
formulation engineering. Other operating parts of the company include bottled water
and beverages, and baby food. These products have a strong emphasis on health and
functionality. Some recent flavor-related innovations in the dairy business include:
At the beginning of 2007 Danone launched a new range of yogurts under the
Danone Essensis brand name in Belgium, Spain and Italy. The varieties offered are
Lychee/White Grape, Raspberry/Pomegranate, and Peach/Apricot flavors. These
yogurts contain ProNutris, a special complex (omega-6 containing borage oil,
exclusive probiotics, green tea antioxidant extracts, and vitamin E) and are said to
moisturize the skin from the inside. These products are a flavor innovation because
of their interesting and exotic fruit flavors and blends, and their formulation that
combines a range of functional ingredients with complementary flavors;
Interesting flavors used by Danone in other new yogurt product launches in the last
few years include acerola, plum, fig and kiwi;
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In the US in 2007, Dannon, re-launched Danimals kid yogurt and yogurt-based

drinks with LGG (Lactobacillus GG) and a new recipe that eliminates high fructose
corn syrup. The Danimals website states that LGG is the most clinically
researched culture in children with proven probiotic health benefits. Danimals
Xtreme comes in a range of interesting flavors; Banana Guava Cliffhanger, Berry
Avalanche, Cherry Dragonfruit Rush, and Smashin Passionfruit. The website
claims that Danimals is an excellent source of calcium providing twice the
calcium vs. leading kids yogurts. As above, the innovations in flavor in this
product involve some novel use of exotic fruits and fruit blends (especially in
products aimed at children) in combination with functional ingredient which were
likely to have needed special consideration when developing the products flavor
systems.
These examples indicate that Danone is focusing flavor innovation on exotic flavors
and natural functional benefits.
According to company information12, one of the four strategic axes guiding research
and development at Danone is pleasure: responding to consumer expectations by
offering flavorful products. The company says that appealing appearance, flavor and
texture are primary acceptance criteria for consumers, and therefore are at the base of
its R&D work.
Danone collaborates with academic institutes to research issues around flavor. Two
recent collaborative publications include; Flavour release at gas/matrix interfaces of
stirred yoghurt models13, and Flavor release and rheology behavior of strawberry
fatfree stirred yogurt during storage14. These research projects were carried out in
collaboration with food and flavor research institutes in France, and demonstrate
Danones intent to understand the behavior of flavor in the context of its core products.
In these cases the goal was to investigate the interactions and effects on flavor of
product matrix composition and changes that occur in the matrix over time or
temperature for a core Danone product yogurt. Research such as this may help to
104
design products with improved, more intense, longer lasting flavors, or flavors adapted
for specific matrix types (lower fat, etc.), or for specific product usage patterns.
Nestl
Nestl is a diverse company with an interesting range of innovative products. Because
of its size and scope, Nestls role in flavor innovation encompasses many areas. These
include developing and offering interesting flavors and flavor combinations in core
products, using technology to optimize product profiles and improve the flavor of
healthier options, and global promotions of newer ingredients and flavors to the general
population. Some examples of flavor activity/applications include:
A recent Nestl innovation is Dreyers Slow Churned Rich and Creamy (Light) ice
cream. According to the company this took almost a decade to develop and perfect.
Nestl R&D established a process to destabilize the fat droplets in ice cream,
making half the fat go twice as far. The slow churned ice cream has half the fat and
a third fewer calories than conventional counterparts, but the company claims it
maintains the rich, creamy flavor of full fat ice cream. Creaminess is very important
to the perception of pleasure when eating ice cream, so retaining creamy flavor
with less fat is a significant flavor innovation and could have a large effect on the
ice cream market;
In the US Nestl Coffee-Mate is available in a range of innovative flavors. The

flavors currently featured for the powder product include: Cinnamon Vanilla
Crme, Creamy Chocolate, Fat Free French Vanilla, French Vanilla, Hazelnut,
Sugar Free French Vanilla, Sugar Free Hazelnut, Sugar Free Vanilla Caramel and
Vanilla Caramel. Seasonal flavors for the product include; Gingerbread,
Peppermint Mocha, and Pumpkin Spice; while Special Edition flavors include
Blueberry Cobbler and Pralines & Cream. The product is innovative because some
of the flavors are offered in sugar free or fat free versions, and it converts a
standard, low-involvement product (coffee creamer) into a flavor experience and
sensation. The product goes some way to bringing a coffee bar experience into a
consumers kitchen or desk.
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In terms of research and development in flavor, an example of Nestls forward looking

approach is its collaboration with a specialist company in this area. Senomyx is a US
based company using proprietary taste receptor-based assays and screening
technologies to discover and develop novel flavors, flavor enhancers and taste
modulators for the food, beverage and ingredients industries. Senomyx and Nestl have
been working in collaboration since April 2002 in the discovery of flavors and flavor
enhancers for dehydrated and culinary food, frozen food, and wet soup. The
collaborative research phase was extended in April 2005 for an additional three years.
In October 2004, the companies entered into a second agreement for coffee and coffee
whitener products. In June 2007, Nestl began marketing products that contain one of
Senomyxs flavor ingredients. Collaborations such as this will ensure that Nestl
remains at the forefront of technologies that help design flavors that are novel and work
in functional applications.
Nestl also supported the Switch To Dark campaign, highlighting the health benefits
of consuming small portions of dark chocolate. The campaign was launched in August
2007 in leading healthcare publications, including The Australian Doctor and Medical
Observer; the Dietitians Association of Australia as well as the prescriber's bible,
MIMS. The campaigns website includes the quote;
At the heart of the Switch to Dark campaign, the message is that if we

choose to indulge occasionally in chocolate, a small amount of dark
chocolate is by far the wiser choice. Penny Small, Nestls Corporate
Nutritionist
This campaign is in addition to the establishment of Nestls Chocolate Centre of

Excellence discussed in Chapter 3. This shows how Nestl can use its resources,
knowledge, and global presence to influence and change food and flavor perceptions
and beliefs. Promoting dark chocolate moves the focus away from products perceived
as unhealthy to those with a healthier image in the consumers mind, and could
represent a global shift in targeting for chocolate.
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Nestl stresses the importance of pleasure in food, and the role of sensorial aspects, as
well as the health benefits in consumer choice. The company claims to have created a
product optimization process that aims to satisfy 60 out of 100 consumers with the
Nestl product relative to a similar competitors product in a blind test. This process
has recently been extended to a 60:40+ concept, in which, according to the company,
all ingredients are scrutinized to ensure that the accrued preference is backed up by an
optimum nutritional value. Nestl is increasing its flavor knowledge and optimizing
these flavors in healthy applications.
Nestl has a worldwide network of R&D centers, one of whose roles is to adapt
products to local tastes. Nestl says that it takes the fact that tastes differ widely in
different countries and regions, into consideration when developing products. This
probably cascades down to application of local flavors where appropriate. The fact that
Nestl addresses these issues throughout the world and in local R&D centers means
that its knowledge of flavor trends and preferences is always increasing.
Although not strictly a current flavor innovation, the development, optimization and
promotion of Nescafe is a good example of the influence of a global brand with a
signature flavor. The flavor of this product is now recognized globally, and its
development and global availability created a market for a new type of coffee product.
Instant coffee products were originally developed for convenience, but now can be
promoted based on flavor in their own right.
Kraft
Kraft is a very diverse company making products across a wide range of food sectors,
including confectionery, cookies and crackers, sauces, and cheeses, among others.
Kraft Foods has recently launched some innovative products within its Philadelphia
brand. These products feature exotic or novel blends of flavors, often complementing
healthy or innovative product formats:
The Kraft Foods Australian website promotes a new Philadelphia & Fruit Spread,
which it claims is a tempting, yet virtuous answer to a healthy breakfast.
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Philadelphia & Fruit is promoted as having 80% less fat than butter or margarine.
The product is available in Strawberry or Mango varieties. The company says
Philadelphia & Fruit on toast is perfect for a healthy quick start. The blend of
cheese and fruit is innovative, as well as the use of an exotic fruit. This product is
creating a new niche between fruit based spreads (e.g., marmalade, etc.), cheeses,
and butter and margarine type spreads;
New to consumers in New Zealand in 2007 was Cream Cheese & Sauce marketed
under the Kraft Philadelphia Pourover brand name. The product is said to be a
pourable combination of cream cheese and sauces of varying tastes to be used for
snacks and cooking. The Pourovers are available in: Sweet Chilli Philly Light;
Sweet Chilli Mango Light; Sweet Chilli Capsicum Light; Tomato Chutney Chilli
Philly Light and Gourmet Caramelized Onion. Manufactured by Kraft Foods New
Zealand, each variety is available in a 250g plastic tub with a snap-on lid. These are
innovative fusion flavors used in a novel way to create a premium product for
entertaining (a cheese dip with sauce on top), using a standard product base;
The Kraft Foods Belgian website announces Philadelphia Seasons. The site claims
that each summer and each winter a new flavor of Philadelphia will be offered. The
Philadelphia Belgian website promotes a Summer variety as Cucumber and Feta.
This is a flavor innovation in that it is opening up the opportunities for a classic
product to reappear in new flavor formats, keeping consumer interest high. The use
of an ethnic (Greek) flavor is novel in this type of product.
Overall, these Philadelphia innovations are products with an interesting range of flavor
fusions (sweet and hot, dairy and fruit, ethnic influences, etc.) and novel formats. The
overall impact is to enhance the experience of eating the product and move it towards
the indulgence/premium market.
Kraft is currently promoting some notable chocolate innovations/flavors:
On the Kraft Foods Belgium website, the company promotes ZERO, a chocolate
bar which based on its unique recipe, is to be kept in the refrigerator. When cold,
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the soft praline center melts more quickly than the hard outer chocolate layer,
which gives an intense sensation. ZERO comes in three flavors: white, milk and
fondant. The website advises tasting ZERO as cold as possible to get optimal
enjoyment from it: make the pleasure last by letting it delicately melt in your
mouth. This is a novel way of promoting a snack product by involving the
consumer in creating a taste sensation and experimenting with the texture and
flavor of the product;
In France in 2007 the Cte d'Or Collection added Pistachio Noir 70%, Very
Meltable Milk, and Milk with Burst of Caramelized Almonds, to its range of
chocolate. These varieties are aimed at the indulgence market and are further
examples of the premiumization of chocolate by addition of high quality
ingredients. The focus on texture adds a new dimension to the chocolate eating
experience.
Kraft states it is reframing its categories to make them more relevant to consumers.
Health and wellness is a key trend identified as having a big impact on the business.
Kraft says it is reducing calories, sugar and fat in many of its favorite foods. This is
likely to entail ongoing extensive flavor and ingredient development and sourcing work
to optimize these formulations for the reduced levels.
These examples show that Kraft is focusing on continually developing its core brands
and products to add interest in terms of texture, flavor and format. It is doing this by
using a wide range of ingredients and flavors and creating novel blends and
combinations. This is all being done within the context of a focus on health and
producing foods that are good for consumers. Because of the global importance of
many of Krafts brands, the companys efforts in flavor innovation and health are likely
to raise the overall standard expected by consumers for products in these categories.
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Flavor manufacturers
The rest of this chapter looks at some of the ways flavor and ingredient manufacturers
are influencing flavor development and trends in food. The areas covered are global
presence; technologies; novel flavors and ingredients; and insight, added value and
innovative services. Figure 4.28 gives an overview of current activities in the flavor
innovation process in flavor and ingredient manufacturers.
Figure 4.28: Flavor innovation within flavor and ingredient manufacturers

Knowledge
development
Application in
food
Flavor creation
Application
support
Global presence and

awareness
--Consumer
preferences and
trends
--Ingredients
Horticulture and
biotechnology
Release
--Encapsulation
Sensory and
consumer research
methods
Chemical/physical
methods to capture
flavors
Mixes and pairings
Market insight
Taste chemistry and

perception
--Modulators and
sensates
--Models
--Systems
Culinary techniques
Formulation support
Training
Development cycle/ Flavor innovation
Knowledge development comes from global presence and awareness in terms of flavor
ingredients and the flavors market. Working often in collaboration with academics or
the manufacturing industry, flavor companies have a large role to play in the
identification and development of novel ingredients and systems. Flavor companies
have influence on and are involved in developing new methods of creating flavors and
identifying and extracting them from natural sources. There is also innovation in the
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areas of the role of the food matrix and the flavor delivery system in terms of stability
and release profiles. Flavor and other ingredient mixes, and unique pairings in different
food contexts are also an important area. Finally, flavor and ingredient suppliers are
increasingly involved in supporting manufacturers in the application of their products.
The focus in this section is on the newer or emerging methods/practices in the
innovation chain. Much of this section focuses on the top four players in the flavor and
fragrance market. The top players are defined as based on turnover in 2006: Givaudan,
International Flavors and Fragrances (IFF), Firmenich and Symrise.
Table 4.16: Example flavor innovation activities of major suppliers

Firmenich
Givaudan
IFF
Symrise
Global presence
R&D centers in
Establishing major
Geneva, Princeton flavor creation &
& Shanghai.
development
Centers in AsiaPacific.
Present in over Opening a

30 countries
Sensory &
with flavorists & Consumer Science
creative centers Center in
globally.
Singapore.
Technologies
Microencapsulation systems.
Technology for
monitoring flavor
release during
eating.
Sampling & analysis

techniques to obtain,
study & recreate
authentic flavors.
Encapsulation for
optimal flavor
stability & delivery.
Encapsulation Technology to
technology for capture flavorings
flavor quality
lost in the
& stability.
industrial
Vertically
processing of fruit
integrated source & vegetables.
of natural
Separation &
vanilla products. measurement
(sensory &
analytical)
technologies.
Novel
ingredients
Novel cool
flavors.
Salt & bitter

taste modulators.
High-intensity
cooling
technology.
Flavoring
component that
makes the mouth
water.
Food, context &

market insight
Forecasting
Chefs Council to
macrotrends and focus on culinary
an observation
trends.
system to define
up-coming and
declining flavors.
Five Faces of
China Report
to increase
understanding of
consumer
preferences in
the market.
Restaurant of the
Future to develop
understanding of
context effects.
Source: Company information/author analysis
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Table 4.16 highlights examples of recent and relevant activities in these companies in
the flavor innovation areas. These examples, as well as others, are described in the rest
of the chapter.
Global presence
Most large flavor companies have manufacturing and creative centers distributed
around the globe. This global presence, with local market expertise, is accelerating the
rate of knowledge about local taste and customs. This is often combined with the
companies global knowledge and expertise that is bringing new flavors and sources to
the larger market. Some flavor manufacturers are also investing in R&D facilities in
emerging markets. Much of the current focus for the larger players is on moving into
and understanding the Asian market. Some examples of relevant current activities
within the larger companies are described below.
Givaudan, with its acquisition of Quest International which was completed in 2007, has
a truly global footprint. It has flavor production facilities and flavor creation centers in
most major regions of the world. Some reported company activity for 2007 included:
In the Asia-Pacific region, as a result of the Quest International integration, the

company focused on establishing major flavor creation and development centers in
Shanghai, Tokyo, Singapore and Sydney with increased sensory and consumer
insight capabilities;
In Latin America, the company expanded its creation and application capabilities in
the development centers in Argentina, Brazil and Mexico.
This focus on Asia-Pacific and Latin America is an example of the growing global
interest in flavors from these regions, as well as the opportunities there, in terms of
market and flavor sourcing and creation.
IFF is present in 31 countries, has more than 5,300 employees globally, 92 perfumers
globally, 72 flavorists globally and 31 creative centers, and the company states that
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more than 70% of it sales came from outside the US. A selection of the countries with
IFF flavor production facilities and/or flavor laboratories includes; the US, France, the
UK, the Netherlands, Argentina, Brazil, India, Australia, China, Indonesia, Japan, and
Singapore, among others. This shows the global outlook of IFF, both in terms of flavor
creation and application.
Firmenich also has a global presence in 53 countries; 57 operations worldwide, of

which 19 are manufacturing sites; and three R&D centers in Geneva, Princeton and
more recently (2006) Shanghai. In July 2007, Firmenich acquired Daniscos flavor
division, placing it among the top three flavor companies in the world, and expanding
its product offering and market coverage. This is another example of a top flavor
company increasing its geographic coverage and focusing on strategic locations around
the globe.
Symrise opened a Sensory & Consumer Science Centre in Singapore in 2007. The
company states that Asia is of key importance, and that it will be a major market in the
near future as the region continues to grow rapidly, but also presents a challenge with
its highly marked consumer segmentation. In a statement (July 2007), the CEO
explained:
Despite all of the talk about the global times we live in, it is still incredibly
important for companies in our business to have a well-founded
understanding of local customs and habits. In our experience, these insights
can only be established and developed by having intense contact with people
on site. The Asia-Pacific market features different cultures, the influences of
wide-ranging global trends and a broad spectrum of consumer needs. This
offers us prime conditions for learning about people's preferences and
turning this information into innovative, successful products. The direct
proximity to Asian consumers will help us do this even more effectively in the
future. (www.symrise.com)
Symrises work in the citrus area is an example of the transfer of local knowledge to
the global stage and vice versa. In July 2007 Symrise announced the launch of its
Naturally Citrus! brand. The company said Naturally Citrus! combines its wideranging product palette of citrus flavorings, its innovative technologies and its
investments in one of the most important citrus-growing countries in the world. This
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international initiative was launched via its Global Citrus Center, which was built in
Brazil. The transfer of expertise will be through, Citrus Showrooms in which clients
can experience the Symrise world of citrus first-hand via top-of-the-line technology.
The first of these global Citrus Showrooms was opened in Holzminden (in Germany),
and Symrise said others were to be set up in North America, Brazil and Singapore.
In April 2008 Symrise announced it had acquired the Dairy Flavors, Savory Flavors,
Sweet Flavors and Seasonings sectors of the Danish manufacturer Chr. Hansen. The
company said the acquisition would allow Symrise to keep expanding its business in
the US and to benefit from much more through market coverage and be able to offer its
clients an even broader product portfolio.
Mane, an international fragrance and flavor design company, has recently established
new locations in places such as Indonesia, China, Russia, and Thailand. Mane produces
some of its natural products in plants in Turkey and India, and it has transferred
technology and know-how, and entered into partnerships with local producers in
remote parts of the world. These types of partnerships are likely to create a two way
flow of information in terms of ingredients, taste preferences, and process knowledge.
The more global flavor suppliers work with local suppliers, the more likely the range of
flavors available will increase, and relate to a wider range of global tastes and
preferences.
Overall, these examples of global geographic coverage with a local focus are increasing
the knowledge about, and accessibility to, international, exotic, and ethnic flavors
within the flavor industry. Flavor companies are also increasingly becoming the experts
(along with global food manufacturers) in flavor preferences and cross-cultural
variations linked to various regions. This highlights their traditional role in terms of
flavor creation and application. Some of this knowledge is likely to cascade down to
smaller food manufacturers.
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Technologies to develop, extract and deliver flavor

Flavor innovation is taking form in new methods for generation and application. The
development of new methods is often driven by flavor manufacturers, but involves
academics, agronomists, horticulturalists, engineers, and other specialists. This section
looks at some recent activity in the areas of development, extraction and flavor
delivery.
Biotechnology to produce flavors

Although natural flavors are valued by food manufacturers and consumers because of
their links to health and ethical issues, they can be expensive and difficult to
manufacture. Flavors may be found in raw materials in only very small amounts, which
need to be extracted. This can make production inefficient and not commercially viable
for the mass market. One way of servicing an increasing demand for high quality
natural flavors is to produce these through biotechnology.
Bakto Flavors, LLC is a company focused on the production, commercialization and

distribution of natural products, such as flavors, fragrances and preservatives.
According to the company, an innovative manufacturing process, using
biotechnology, is used to produce these natural flavors, and natural vanillin will be the
companys first product from biotechnology. The related patent, Production of vanillin
in microbial cells, describes the invention as providing novel transgenic microbial
cells that produce vanillin. The company says that it has discovered new biosynthetic
pathways and genes for the production of vanillin, and that using new technology it
will be able to capitalize on the market for natural vanillin and offer a high quality and
consistent product at a low cost.
The above example is a process in the group becoming commonly referred to as white
biotechnology or using living cells (examples are bacteria and yeasts), as well as
enzymes, to produce products. In some cases the biotechnology process provides an
alternative to an existing chemical process. This alternative process can be more energy
efficient and environmentally friendly depending on the context and application.
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Traditional breeding and biotechnology can also be used to create new flavors or
enhance flavors in existing crops, such as herbs, rice and tomatoes. This is achieved
through marking and selection of varieties with unique flavor properties, as well as
development of biosynthetic pathways to produce or enhance production of specific
flavors from plants, microorganisms, etc.
In an example of biotechnology used in crop development for improved flavor,

researchers at the Newe Yaar Research Center in Israel produced a new variety of
tomato by expressing genes from the lemon basil plant to produce geraniol. The
tomatoes were described as smelling like rose, geranium and lemongrass. A majority of
untrained taste panelists preferred the transgenic fruits over controls.15
16
This is an
interesting example of using technology to add subtlety and increase variety of flavor
in a traditional product.
Considering the above developments, a future trend is likely to be that flavor (and/or
food) manufacturers will sponsor the identification and breeding of particular varieties
of fruit and vegetable raw materials that are known for specific flavor properties. This
will be achievable in a more direct and efficient way with advances in gene
identification and marking in plants.
Biotechnology as a tool is likely to become increasingly important for flavor

innovation because of the wide range of high quality flavors it could allow in a diverse
range of foods, as well as the potential production efficiencies. But as with
biotechnology developments in other areas of the food chain, the overall take up of new
methodologies and resulting products involving transgenic techniques, will depend on
the perceived benefits (e.g. natural or energy efficient) and consumer perception, as
well as the relevant legislation.
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Flavor creation
Flavor companies are developing innovative ways of creating flavors that are authentic
and natural. These methods often involve techniques for learning from or for
collecting flavors directly from their source in the environment. Some of the
technologies are focused on retaining the subtle elements of the original flavor, so that
it tastes as authentic, and as true to the original raw material, as possible.
Givaudan reports to have created a proprietary sampling technique called TasteTrek,

which can be used on site, wherever an aroma of interest might be found. The
Givaudan team captures the aroma of an item of interest and the aroma sample is then
transported to Givaudan where scientists analyze its molecular makeup and recreate the
flavors for commercial use. The company reports that TasteTrek journeys have
recently taken its teams on field investigations to some of the most diverse collections
of citrus varieties in the world, and that as a result of more than 30 unique, noncommercial orange-type fruits having been studied by its scientists, seven novel citrus
ingredients have been discovered.
This type of technique is likely to lead to a more diverse range of flavors within each
type of flavor category. Developing understanding of many varieties of flavors and
their unique profiles, leads into the varietal and provenance food flavor trend discussed
in the Chapter 5.
Another example of a focus on the authentic is the SymTrap Symrise technology that
the company says captures high quality flavorings that are otherwise lost in the
industrial processing of fruits and vegetables resulting in a more authentic and natural
taste. The fact that the company promotes its use of this type of technology shows
how important authenticity and naturalness are to flavor.
Vertical integration is a mode of ensuring quality and obtaining authentic and natural
products by virtue of sourcing and processing. IFF claims it is becoming the industrys
most vertically integrated source of natural vanilla products. The company says it is
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achieving this by comprehensively developing staff, facilities, and modern agricultural

techniques for every step of cultivation, curing, and the final processing of cured beans
into natural extracts and building blocks.
An interesting case study combining the trend for authenticity, with a search for a
nostalgic flavor, is work done on strawberry by Create Flavours, a flavor manufacturer
based in the UK. In 2006 Create Flavours started a campaign to rediscover forgotten
flavors because as the Chief Flavorist commented;
There are some really outstanding products on the marketplace, but we

looked at these and it seemed to us that we'd all forgotten what strawberries
really tasted like and then we started to think about how we could do better.
(www.createflavours.com)
By carefully growing, selecting and analyzing a rare variety of strawberry fruit, Create
Flavours developed, what it considers to be, a highly differentiated and outstanding
flavoring. A two year long project started with research to identify the tastiest
strawberry varieties. The tastiest variety turned out to be the Royal Sovereign. The
company then approached the Flavometrix team at Nottingham University who
analyzed the volatile components of the fruit, mimicking the way the volatiles would
be released in the mouth upon eating. From this analysis, the company was able to
develop its new flavor. This example demonstrates a trend to focus on specific varieties
of fruit or vegetables for their unique flavor characteristics, as well as the importance
nostalgic flavors can have in terms of promotion and consumer acceptance.
All the above examples highlight the growing sophistication, and use of technology in
the development of flavors that attempt to bring the intensity and nuances of the raw
materials into the flavorings themselves, and eventually, manufactured food products.
This is allowing food manufacturers to focus on trends like natural, provenance and
varietal.
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Flavor delivery in food

Flavor companies continue to expand and improve technologies that deliver flavor in
the food matrix. Encapsulation is prevalent because of the wide range of its application
in food flavors. These applications include; control of timings of flavor delivery,
stabilization, increased shelf-life, and masking or reducing the volatility or solubility of
unpleasant odors and flavors, among others.
An example is that Givaudan uses encapsulation technology for flavor delivery

benefits. The company says its TasteSaver a matrix encapsulation system, provides
more control over the release kinetics of the flavor composition in applications where
there is prolonged exposure to higher temperatures. According to Givaudan,
encapsulation technologies become extremely important in situations where retention
and release properties are critical to flavor performance. When discussing its Pure
Delivery line, and encapsulation technologies for controlled release17, Givaudan
gives an application example of sequential release of flavor in chewing gum, the goal
being a separation that allows the perception of the sensory impact of distinct,
individual flavors.
CapLock is IFFs encapsulation technology for flavor quality and stability, in a range
of applications including confectionery, chewing gum, baked goods, and dry savory
mixes. According to the company, CapLock provides improved top note retention
resulting in fresher flavor profiles, compared to traditional encapsulation technologies
such as regular spray drying. IFF uses a proprietary extrusion technology specially
designed for the food industry in the manufacture of CapLock. According to the
company, this retains more of the top notes because the process does not remove water.
Many large food and flavor manufacturers have interests in encapsulation for use in
food applications. Encapsulation is useful in helping to develop food products with
consistent, durable, and high quality flavor profiles. Encapsulation is also a tool to help
create novel flavor experiences and sensations through release profiles to design flavor
timings, masking, etc.
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Novel flavors and ingredients

Research and development programs within flavor and ingredient companies (often in
collaboration with food manufacturers) drive the introduction of novel flavors and
ingredients. Flavor and ingredient suppliers are looking for ingredients that will give
competitive advantage through creating new taste sensations, enhancing existing
flavors, or masking unpleasant tastes. The discovery and development of these
substances can be a lengthy and expensive process, and the investment of the larger
players in the food chain is key to success. Intellectual property claims are important
for protecting these investments. This means that information about the mode of action
or structure of these compounds and ingredients is not always readily available. Two
important areas of current development are taste modulators and sensates.
Taste modulators
Taste modulators are ingredients that affect the taste impact of another ingredient or
taste element within a food. They can be used to help make foods healthier by
enhancing flavors without adding extra unwanted ingredients, or reducing the impact
of, or even totally masking, existing unpleasant but functional ingredients.
Givaudan reports investigations within its Taste Essentials program on the partial
replacement of salt with an enhancer and the masking of off-tastes such as bitterness.
The company says a series of natural taste modulators were developed based on
expertise in biotechnology and discovery of botanical ingredients in the TasteTrek
expeditions as mentioned above. According to the company these new proprietary
natural ingredients exhibit taste-relevant properties that are not matched by
synthetics. Another Givaudan activity in this area is the collaboration and licensing
agreement with Redpoint Bio Corporation (formerly known as Linguagen) announced
in March 2007. The goal will be to discover and develop novel sweetness and savory
enhancers as well as bitter blocker compounds. The collaboration allows Givaudan to
utilize Redpoint Bios proprietary technologies and to acquire the exclusive worldwide
rights to any licensed compounds for food and beverage products.
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A company very involved in the area of taste modulation is Senomyx. Senomyx is

using proprietary taste receptor-based assays and screening technologies to discover
and develop novel flavors, flavor enhancers and taste modulators for the food, beverage
and ingredients industries. Its current flavor programs focus on the discovery and
development of savory, sweet and salt flavor ingredients that are intended to allow for
the reduction of MSG, sugar and salt in food and beverage products. In addition,
Senomyx has a bitter blocker program to reduce or block bitter tastes and thereby
improve the taste characteristics of foods, beverages and pharmaceutical products. The
company works through collaborative agreements that provide partners exclusive or
co-exclusive use of the flavor ingredients resulting from one or more of its Discovery
& Development programs, in specific product categories and geographies. Senomyx
reports to have entered into product discovery and development collaborations with
seven of the worlds leading food, beverage, and ingredient supply companies:
Ajinomoto Co., Inc., Cadbury Schweppes, Campbell Soup Company, The Coca-Cola
Company, Firmenich SA, Nestl SA and Solae, LLC. The fact that so many multinational companies are interested in working in this area shows that there must be
potential for large returns on successful development and application of taste
modulators.
Another relevant example of flavor manufacturer product development in this area is

the Mastertaste Salt Enhancer, which Mastertaste (a member of Kerry Group plc)
describes as an all-natural flavor system designed to enhance the perception of
salinity, while providing an overall savory profile in applications where a salt reduced
finished product is desired. The development of the enhancer utilized Maillard
Reaction technology coupled with analytical findings of various salts from natural
sources. Mastertaste claims that in using the enhancer, sodium can be reduced by 20
to 50% depending on the application.
Developments in taste modulators and systems could have a large impact on the food
industry as whole, as so many manufacturers are now focused on reducing salt and
sugar while retaining full and interesting flavor profiles in the foods they produce.
Development of taste modulators may accelerate that process and allow for many more
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palatable products for consumers. Leading flavor and ingredient companies are
focusing their efforts on finding and patenting compounds that may give competitive
edge in the reduced foods sector. Taste modulators could also have a role to play in
developing foods that deliver interesting and novel experiences. The range of
applications is large and the potential benefits for food manufacturers are varied. In
addition, successful developments could change the way whole categories of foods are
formulated, so research programs in this area represent a good investment for food and
flavor manufacturers.
Sensates and physical effects

Sensates and associated ingredients (such as those that cause physical effects like
cooling, warming, tingling, mouth watering, etc.) are becoming increasingly important
in the quest for interesting and novel sensory experiences.
Mint and cooling are very important, especially in chewing gums and candies.
Technology transfer to and from the OTC healthcare market is a factor in development
of these flavors. Some of the developments in this area are around application, whereas
others are in terms of compound discovery.
Givaudan has interests in this area through its TasteEssentials for Mint program. The
company says that the taste of freshness and cooling and to experience a sense of
good hygiene, health & wellness, fun, energy are important to consumers and that
mint flavors are key to delivering this taste sensation. Givaudan claims that
TasteEssentials for Mint offers its clients a complete set of tools, technologies,
creation, natural oils, consumer insight, delivery, and sourcing to provide long, fresh
breath, a cooling sensation, novel taste, or intense flavor impact.
Another important development in cooling is the collaboration between Senomyx and

Firmenich announced in January 2008. During the three-year collaborative period,
Senomyx will use its proprietary screening technologies to discover and develop novel
compounds that may be used by Firmenich on an exclusive basis worldwide as
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ingredients that impart a cool taste in flavor systems. The potential markets for these
ingredients are confectioneries, foods and beverages, as well as oral care and OTC
healthcare products. Senomyx says that it has developed a high-throughput screening
assay using the receptor associated with cool and menthol taste sensations. The assay
can be used to screen the companys compound libraries for samples that impart a cool
taste effect. Senomyx reports that it intends to use the assay to discover novel cooling
flavors that meet the needs of Firmenichs customers. The Firmenich CEO commented
that the company was looking forward to gaining access to novel cooling flavors
discovered by Senomyx because:
Many currently available cooling agents have deficiencies that restrict their
utility, including weak cooling characteristics, bitter off-tastes, limited
solubility, and non-proprietary status. (www.senomyx.com)
IFFs CoolTek is a high-intensity cooling technology which the company says

imparts a unique taste sensationa clean, refreshing, energizing taste and feel that
invigorates flavor. CoolTek technology is not mint-derived, although according to
IFF, it enhances mint flavor systems. The company claims that it is also ideal for nonmint flavor systemssuch as fruit, dairy, indulgent, and savory flavors, and says the
cooling sensation lasts and buildswithout a menthol burn, aroma, or flavor and
without impacting other flavors in the system.
The above examples show that the potential market for improved and flexible cooling
compounds and systems is large and that flavor manufacturers have recognized a
market opportunity worth significant investment. Cooling sensations are linked to
health and indulgence trends and are relevant to consumers within many demographic
groupings.
Another interesting example of sensate development is Symrise Optaflow, which is a

nature-identical flavoring component that the company says makes the mouth water,
lending a fresh and juicy boost to a number of applications. The company claims that
Optaflow has a range of properties and applications. It makes the mouth-water without
the use of acids, has a long-lasting effect and has a slight anesthetic/tingling effect,
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increases juiciness in citrus/fruit flavors. It is a valuable tool for concealing astringent

and bitter notes in yogurt, and causes no flavor change. A patent is pending.
Developing a sensate such as this, that imparts some characteristics of acids, without
using acids themselves, could help with formulating products that are perceived as
milder and/or healthier. The market for citrus and yogurt based foods is very large, so
an ingredient that had a significant impact on formulations could become in demand
very quickly if it delivered a real benefit.
Taste modulators and sensates are important in that they represent a route to increasing
food manufacturers ability to design foods that are healthy, interesting and taste good.
These compounds can be seen as a way to resolve the conundrum of how do you take
out ingredients that give good taste (sugars, fats, salt, etc.), or add functional
ingredients that have beneficial health effects but unpleasant aftertastes, and still have a
product that tastes good.
Insight, added value and innovative services

Almost all flavor and ingredient companies now provide added value services in the
areas of research, insight, testing, formulation and training, in addition to selling
products. This helps to de-commoditize their offerings. These services have an impact
on new flavor trends, as through the services, suppliers have increasing influence on
development activities within food manufacturers.
The larger flavor and ingredient companies are now using and providing a range of
sophisticated tools to help understand markets and consumers, develop acceptable and
novel products, and to measure and control quality. Their skills in these areas are
affecting flavor trends by raising the overall global level of professionalism in flavor
development and research.
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Market and consumer insight

Flavor and ingredient companies are investing in sophisticated market and consumer
research programs to understand flavor trends. This helps with their own flavor and
ingredient development and also provides an added value knowledge service for their
customers in the food industry.
At IFF, a global team of analytical chemists regularly analyzes commercial flavors and
fragrances and stores their findings in a central Global Commercial Product Analysis
database. According to the company this database is a powerful resource for IFFs
global creative team - providing competitive intelligence and insight into current
trends that can be instantly accessed to help our customers make informed decisions
about the flavors and fragrances consumers desire. In addition, the company reports
that IFFs Sensory and Consumer Insight experts recently completed a research project
examining the entire Chinese market to understand more about the geographic and
demographic segmentation of the country and the differences in consumer behavior and
expectations. The result was the Five Faces of China, a comprehensive study that
defines the major population segments of the country. The research detailed the living
conditions, beliefs, and economic status of each face, and focused on the type of
consumer products each group purchases or aspires to purchase, and their key drivers
in selecting those products. The completion and promotion of a project such as this,
gives an indication of the importance IFF must place on China for its own future
competitive advantage, as well as that of its customers.
Symrise also monitors changes in society and markets and interprets consumer
behavior. It claims to identify the market potential of latent needs and translate them
into promising concepts. Symrise lists the following trends on its website: Health and
Sustainability; Naturalness; Convenience; Multisensory; Simplicity; and Individualism.
Identification and understanding of these types of megatrends helps a flavor and
ingredient manufacturer to design flavors to meet market needs and to understand the
pressures and opportunities for their food manufacturer customers as well.
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Firmenich uses forecasting of macrotrends and Creative Marketing teams to observe

the emotional evolution of society. This is to increase the companys creative depth
and to be able offer added value to clients. Firmenich says its teams have developed an
observation system capable of defining up-coming, declining and favorite flavors for
selected markets, categories and regions. This approach clearly highlights the addedvalue service element of consumer and market insight.
Flavor suppliers are using their internal resources as creatively as possible in the effort
to understand key trends. Wild Flavors (a North American based flavor manufacturer)
has created the N.E.X.T. (New Emerging eXciting Trends) Team, which is
comprised of employees from all levels of the organization, and according to the
company is representing a diverse mix of cultural, socioeconomic and educational
backgrounds. The company states that the teams mission is to drive and support
innovative concept ideation, combining insight from all market developments with
industry changes. The group appraises the potential success or failure of formulations,
packaging, and marketing strategies, in addition to predicting them. Highlights of some
N.E.X.T. Team 2008 trends given on the companys website include: Age defiance;
Chocolate plus+; Energy transitions to motivation and focus; More whole grains;
Greener and greener and greener; Linking natural to functional; Glocalization and
Locavores; Pairings; and Eating in transit.
The N.E.X.T. trends are indicating opportunities in the market in some of the areas
identified earlier in this report e.g. seed and grains, healthy chocolate, international
and local and sensory experiences. In the process of trend forecasting, the company is
learning about its own opportunities and helping with choosing development routes, as
well as raising its image as an added value supplier.
The leading flavor manufacturers are putting efforts into consumer and market insight
because of the need to understand key trends in a very quickly changing food market.
Knowledge in this area is valuable to most players along the manufacturing chain, and
therefore increases the standing of flavor companies as suppliers to large multinational
food manufacturers.
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Sensory and psychophysical testing

Core sensory and consumer services
Many flavor and ingredient companies now routinely use sensory and consumer
research in development of their products and also offer this type of testing as an added
value service for their customers. This is to increase the depth of knowledge about
perception of flavors and their impact on consumer acceptance and liking. Sensory
evaluation is a group of methodologies which use the human senses to evaluate and
analyze properties of foods. Knowledge of specific attributes can then be interpreted in
the context of consumer acceptance or preference. Psychophysics is the study of the
relationship between physical attributes (e.g. from food and flavors) and the human
response (perception).
Symrise has an established a global Sensory & Consumer Science team consisting of
experts in 17 countries. The Sensory & Consumer Science Department conducts
systematic market and consumer research, utilizing scientific methods and the modern
survey techniques.
As discussed earlier in this chapter, in 2007, Symrise opened its Sensory & Consumer
Science Center in Singapore. The company says the Center will play a pivotal role for
its entry into the Asian markets. The facility is equipped with high-performance
statistics programs, rooms for focus groups, panel-training rooms and individual
sensory-test booths; all which allow the center to support its Asia-Pacific teams by
offering expertise and the newest tools. The goal of the center is to understand
consumers more thoroughly, by using innovative new test methods as well as triedand-true approaches.
Wild Flavors promotes its sensory services by stating that it can assist its customers by
providing initial feedback on samples and how they are perceived in a customers
product base and specific food/beverage application. Tests can be custom designed to
meet the customers needs, and data can be analyzed and reported according to
customer specifications. According to the company, its sensory technical strengths
include sensory test design, statistical analysis, questionnaire/survey development,
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childrens testing, focus group/ideation sessions, acceptance and discrimination testing,

and technical writing/presentations. By offering comprehensive sensory services in this
way, Wild Flavors is making itself very useful to its customers, and integral to their
development and application processes.
Developments in linking constituents to flavor

Firmenich says it uses sensory analysis as a scientific discipline to measure, analyze
and understand the organoleptic performance of odor and taste molecules applied in
consumer products. Within this area of expertise, the company has also developed the
AFFIRM technology which allows monitoring of flavor release from foods during
eating.
Symrise has developed a new high-temperature liquid chromatography method known

as LC Taste, that allows researchers to separate aroma molecules and flavoring
components from solutions. According to Symrise, the key advantage of LC Taste
over existing methods is that mechanical analyses and human taste tests can be
performed simultaneously on flavoring and aroma compounds, and this technology
opens up an innovative new chapter in the sensory analysis of food products.
Both of the above are examples of the combining of human and instrumental
measurement to understand and/or create flavors that perform in situ (in food in the
human mouth). These technologies may become important for optimization and food
applications, whereas previously they were only more widely used in development,
taint analysis, and academic research situations.
Emotional responses and wider effects

Measurement of emotional, physical and subconscious responses to food and flavors is
growing area. IFF company literature explains that its sensory experts and
psychologists direct research programs exploring topics such as the psychophysics of
sensory perception and the emotional effects of aromas on mood, performance, health,
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and wellbeing. Within sensory perception, areas of interest include sensations such as
warming, cooling and tingling.
Takasago International Corporation reports to be using a technique called

aromachology to study the psychosomatic benefits of aroma and therefore build up
capability in understanding and developing aromas that have a role in mood and
wellbeing. The company measures the sedative or stimulating effects of various scents,
by using a method called Contingent Negative Variation, which is based on measuring
slight variations in brain wave pattern. This technology is applied in developing a wide
range of products.
The above two examples show how flavor companies are using sensory and
psychophysical techniques to understand subconscious and emotive responses to
flavors, as well as measures of liking and/or purchase intention, etc. This is an area of
growing importance; as it is becoming technically more possible to measure all types of
human responses; opportunities arise for designing stimuli to evoke particular
responses.
The whole area of sensory and consumer testing and measurement of emotive response
is key to future competitive advantage of flavor companies who want to create
offerings that are linked to pleasurable, interesting, and bold experiences and
sensations.
Culinary expertise and the restaurant experience

Increasingly, flavor companies are using the knowledge residing in the culinary world
to develop and understand flavors. The concept of evaluating and researching flavors
and consumers reactions to them in context, i.e., within a meal and in a real eating
situation, is gaining credibility and popularity within the manufactured food industry.
Givaudans Chef's Council is, according to the company, a diverse team of culinary
experts who focus on culinary trends, stimulate creativity and enhance innovation in
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the development of new culinary concepts. The Chefs Council is a rotating panel of
the best talent in the culinary world. The Chefs Council has been formed by
Givaudan to work side by side with their own staff of chefs, flavorists and food
scientists to explore and advance new and exciting culinary trends.
According to Firmenich, in the savory area culinary passion and expertise are at the
heart of its activities. It claims to offer authentic culinary solutions, thanks to its
TechnoChefs and its CulinaryPrint process.
The inclusion of chefs into the development process shows the growing importance and
rediscovery of cooking traditions and resulting flavors for consumers. Chefs are also
adept at creating pairings and creative fusions. The increasing use of ethnic flavors also
means that culinary expertise is necessary to develop consumer friendly applications
for these flavors. Although details of these processes may vary from one flavor
manufacturer to another, the promotion of this type of expertise in now a common
feature within the industry
In September 2007, Symrise reported that it was the first company in its industry to do
research on the Restaurant of the Future. The Restaurant of the Future project is run
by Wageningen University in the Netherlands. It is a restaurant where diners agree to
be filmed while eating. The university researchers then use the footage to learn more
about consumers eating, drinking and choice habits. Symrise has signed a contract
which gives its Sensory & Consumer Science department access to the Restaurant of
the Future for research purposes. In a news release Symrise said;
This unique opportunity to observe consumers and their eating patterns is a

true asset for the company. Findings from the research will be directly
integrated into Symrise product development, which will give clients product
concepts that are oriented towards consumers' preferences and current
market trends. (www.symrise.com)
This is a brave approach and shows that the company is serious about taking steps to
understand the role of context and meal situations on flavor preferences, even with the
130
complexity it entails. Food manufacturers will increasingly be looking towards their

suppliers for guidance and support in these areas.
Training
Some flavor and ingredient companies are sharing their knowledge and expertise in the
flavor area directly by offering training courses to their customers, or agreeing for
knowledgeable members of staff to give lectures or run workshops at relevant
conferences or courses.
An example is that FONA International (formerly Flavors of North America) runs

Flavor University courses whose focus is on providing food professionals with a
practical understanding of the creation and use of flavors in food product development.
The classes are tuition free and provided as a service to food industry professionals.
Another example is that Bakto Flavors, LLC. offers Vanilla Science and Technology
courses to small groups or individuals upon request.
Adding a training element to the added value services highlights the role of flavor and
ingredient manufacturers in supporting food manufacturers. The increased availability
and access to knowledge and training around flavors, is likely to increase the creativity
and professionalism of the use of flavors in food, and subsequently lead to more subtle
and sophisticated food flavors being used in all types of food manufacturing
companies. For example, provision of courses on vanilla science could mean that more
new products are launches with vanillas of different provenances, or using vanilla in
novel ways to complement or boost other existing flavors.
131
132
CHAPTER 5
133
Chapter 5
Summary
81.4% of industry executives rated flavors from natural ingredients as the most
important trend within healthy food and drink over the next five years.
Garlic was the most common flavor in new products launched in 2007 claiming
to be natural. It was in 2.0% of all products launched in the trend.
Dark chocolate was the most common flavor in new products launched in 2007
claiming to be high in antioxidants; in 3.5% of all products launched in the trend.
The five fastest growing flavors in high antioxidant foods, in terms of increase in
product launches between 2004 and 2007, included the superfruits pomegranate,
raspberry, goji, and cranberry; as well as dark chocolate.
71.2% of industry executives rated ethnic flavors as the most important trend
within the indulgent food and drinks over the next five years.
The Mediterranean and Asia are the most popular regions in international and
ethnic foods. Together, flavors from these regions were in approximately 2/3 of
ethnic product launches in 2007.
Italy is by far the most represented country in ethnic food and drinks, with 26.6%
of ethnic products launched in 2007 claiming to contain flavors from the country.
Chocolate and garlic were the most common flavors in new products launched in
2007 claiming to be homemade or traditional, in 2.3% and 2.2% respectively, of
all products launched in the trend.
According to industry executives, retro flavors vanilla and barbeque are expected
to experience the most growth in usage over the next five years.
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Introduction
From the analysis of the drivers influencing food flavor, the in-depth evaluation of new
product flavor trends across sectors, and the overview of flavor innovation activities by
food and flavor manufacturers; two key trends in food flavors emerge. These trends are
health, and indulgence and experimentation. This chapter will analyze these larger
trends by examining the sub-trends within each.
Figure 5.29 shows the breakdown of sub-trends within the context of the larger trends
in the food industry, and highlights overlapping areas.
Figure 5.29: Key food flavor trends
High antioxidant
Varietal &
provenance
Reduced foods
Health
Alternative types
of sweetness
Ethnic &
international
Indulgence
Superfruits
Homemade
& traditional
Fusion pairings
& novel sensory
Ethical
Convenience
Ethical flavors
135
Health
Health trends in food flavors are linked to a range of drivers and larger issues. Shifts in
demographics, increased snacking and changes in meal behavior, and focused attention
on the physiological and functional effects of food, are all contributing to this trend.
Ethical and green drivers are also related to health issues in the consumers mind.
Health has become and will continue to be a major trend within food and food flavors.
Sales of functional products are rising across all food and drink categories in the US
and Europe alike, and growth rates continue to outperform growth in the food and drink
categories overall. Health issues are important for foods in all formats, but have
become increasingly so in snacks. Taste is by far the most important factor in
governing snack choice for consumers, and as mentioned earlier, the majority (61%) of
European and US consumers have sought to improve the healthiness of their snacking
in 2007. So taste and flavor are also becoming major issues for healthy foods.
Consumers are demanding food that is good for them and tastes good.
Figure 5.30 shows the average scores of the industry executives surveyed for this report
when they were asked to rate how important they thought various health trends would
be in the food industry over the next five years.
All the trends included in the survey were seen as important to the respondents;
receiving at least an average rating of 3.0 or higher on the five point scale (1=not
important, 5=very important). Flavors from natural ingredients was rated the most
important trend; its average rating was 4.2, with 81.4% of respondents rating it as
important. Alternative/natural sweeteners was rated the least important trend; its
average rating was 3.3, although 49.2% of respondents still rated the trend as
important. Naturalness is so important because the concept of natural is very wideranging and can be implied in other health trends. Consumers often equate natural with
healthy, and may not be aware of the legal and functional definitions of natural.
136
Figure 5.30: Importance of health trends over the next 5 years

Alternative / natural sweeteners
High antioxidant containing ingredients
Flavors from natural ingredients
Not important
Very important
Flavors that provide functional benefits
Superfruits
Health is the most important trend driving food flavors today because of its relevance
to consumers around the globe and in all age ranges. The interest in health is translated
into new products providing functional benefits, with decreased levels of fat, sugar, or
salt, and additional antioxidants. Most large food manufacturers now offer ranges in
these areas. The challenge in this increasingly competitive environment is to create
healthy foods with great flavors.
Natural
Natural is a very important part of the health trend. For consumers, naturalness in
terms of flavor is usually interpreted as a flavor that comes from a natural ingredient.
Consumers may also think that a flavor derived from a traditional process is natural.
For both consumers and food manufacturers, labeling issues are very important; both
stakeholders are increasingly looking for a clean label (i.e., a label where it is not
necessary to list any artificial colors, flavors or preservatives). Several drivers
discussed earlier are impacting on natural flavor trends, these include; efforts by all age
ranges to increase the healthiness of their eating, development of nutraceuticals and
functional foods, increased snacking, and ethical sourcing and purchasing.
137
Most of the large flavor manufacturers supply natural solutions to the food industry.
An example is Symrise, which offers the BE NATURAL portfolio of flavors. The
company claims that when using these flavors, a product can be given a clean label.
The categories of flavoring in the BE NATURAL portfolio, and the companys
description of them, include;
Simply Fruit natural fruit flavorings and compounds that provide an authentic
fruit note;
Chefs Collection the aromatic, intense, rich taste of chicken, beef, ham or
mushrooms;
Fruit Crispies fruit-filled, juicy flavor and a crunchy texture;
Al Dente the freshness and natural taste of select kinds of vegetables into one
unique creation;
Pure Indulgence nature-identical flavorings for the irresistible taste of chocolate,

coffee and vanilla;
Sunspice the most important notes of roasted herbs and spices, including roasted
garlic, chili or ginger.
Many flavor companies are focusing on offering their expertise around core flavors,
and providing natural solutions within this. As noted in the previous chapter, IFF
claims to be becoming the industrys most vertically integrated source of natural
vanilla products. Another example is that Givaudan has developed a series of
proprietary natural ingredients for cheese flavors. According to the company, these
ingredients enable manufacturers to provide consumers with specific varietal cheese
characteristics such as Emmental or Camembert.
The above offerings show the scope of natural flavors on offer, and the link between
naturalness and authenticity and traceability. Flavor manufacturers have realized how
important the trend is and will continue to be for consumers, and are focusing efforts to
138
provide solutions that allow food manufacturers to offer the foods these consumers are
looking for. Increasingly there are opportunities for food manufacturers to create
clean labels for almost any product they produce. The sourcing and manufacture of
natural flavors and ingredients can also add to a promotional story that can be built up
around a food product.
Based on flavor manufacturer innovations, almost all flavors can now be sourced in a
natural format, but there are still trends with respect to which foods and flavors are
most commonly formulated and promoted as natural.
Table 5.17 shows the share of flavors in food products launched that claimed to be
natural. The top 20 list shows a wide variety of flavors, both sweet and savory.
Table 5.17: Top 20 flavors in new product introductions claiming to be

natural, % of products launched, 2004-2007
Flavor
2004
2005
2006
2007
Garlic
Sweet
Chocolate
Tomato
Strawberry
Apple
Honey
Onion
Lemon
Vanilla
Almond
Spice
Cranberry
Raspberry
Orange
Cinnamon
Blueberry
Roasted
Mango
Spicy
2.4%
1.2%
2.0%
2.0%
1.8%
1.3%
0.9%
1.5%
1.4%
1.1%
1.4%
0.8%
0.6%
1.0%
1.0%
1.2%
0.9%
1.3%
0.6%
0.8%
2.0%
1.3%
2.2%
1.7%
1.7%
1.6%
1.4%
1.2%
1.5%
1.4%
1.2%
1.1%
1.0%
1.2%
1.1%
1.4%
0.9%
0.9%
0.7%
0.5%
1.9%
1.3%
1.9%
1.6%
1.9%
1.6%
1.1%
1.3%
1.3%
1.2%
1.1%
0.9%
0.8%
0.9%
1.0%
1.2%
0.8%
1.1%
0.8%
0.7%
2.0%
1.9%
1.7%
1.7%
1.6%
1.4%
1.3%
1.3%
1.2%
1.2%
1.2%
1.2%
1.1%
1.1%
1.1%
1.0%
1.0%
0.9%
0.9%
0.9%

Source: Productscan
139
The top flavor (garlic) accounted for 2.0% of new product launches in this group of
products. Garlic flavor is intense, is a common natural food product used in traditional
cooking, and is commonly found in many ethnic and international foods. The
popularity of garlic in the natural foods group shows a trend towards the fusion of
natural foods with ethnic foods. A few examples of garlic flavored foods that have
ethnic origins and are promoted as natural include:
A new Majonesa con Aji (mayonnaise with garlic) introduced in 2006 under the
Chovi Ajonesa label in Finland. Claimed to feature the characteristic flavor of the
Mediterranean, the mayonnaise is prepared with natural, premium quality, freshly
crushed garlic. The product is said to be an ideal complement for any vegetable,
meat, fish, and rice dishes, while also providing the multiple health benefits of fresh
garlic;
Claimed to feature the flavor of Puglia, Italy, a new Knoflook (garlic) variety was
added to the Bertolli range of Pastasaus (pasta sauce) products in the Netherlands in
September 2007. This ready-made sauce is made with natural ingredients and is
held in a 450g stand-up pouch. Unilever Nederland B.V. is the manufacturer. The
reference to a particular region in Italy demonstrates the growing provenance trend
to be discussed later in this chapter;
R.F. Bakery International Inc. introduced Klassic Knish Frozen New York Style
Potato Tarts in the US in December 2007. The fully baked, just heat and eat Tarts
are available in Plain and Mushroom & Roasted Garlic varieties that are said to be
free of artificial flavors, preservatives, trans fats and cholesterol. The 8,
microwaveable individually wrapped 4 oz. Tarts, with all natural ingredients,
are presented in a 32 oz. (2.0 lb./0.9kg) box.
140
Figure 5.31: Garlic flavored and ethnic products that claim to be natural
The second most common flavor in 2007 for product launches claiming to be natural
was sweet (1.9% of product launches). Naturally sweet products are an important
subgroup of natural products and this probably explains the importance of sweet
flavors in this group. Alternatives to sweetness is a section later in this chapter in which
the topic of naturally sweet is dealt with in depth.
Most of the top flavors in products claiming to be natural are based on real fruit, herbs,
and/or spices because this relates to an average consumer definition of natural. Roasted
and spicy also appear in the top 20 list, showing a cross-over of natural products, with
bold and interesting flavors and the increasing demand for foods that meet multiple
consumer needs. Foods with roasted, spicy and garlic flavors are also more easy to
formulate in reduced (healthier) versions because the strong flavors can reduce the
need for salt, sugar and/or fat. These strong flavors can also mask unpleasant flavors
from added functional ingredients such as vitamins and/or minerals. Some examples of
recently launched natural products with interesting roasted or spicy flavors include:
Manassen Foods Australia Pty. Ltd. has distributed (from February 2007) eight new
varieties of Steamed Basmati Rice that are marketed to consumers in Australia
under the Tilda brand name. The gluten-free, low-fat, microwaveable pouches of
rice are available in Pilau, White & Brown, Vegetable Biryani, Pinto Bean &
Chilli, Roasted Pepper & Courgette, Chickpea, Yogurt & Mint, Turtle Bean & Red
141
Pepper, and Splitpea, Clove & Cinnamon varieties. Each variety is presented in a
250g microwaveable laminate pouch;
Pepper Jelly is sold in the US (from January 2008) in resealable, 5.5 oz. (156g) and
11 oz. (312g) glass jars by Lollipop Tree, Inc. The line includes flavors of Hot,
Mango Ginger, Original, Raspberry Shallot, Roasted Garlic Black Olive, Vidalia
Onion Cranberry and Wasabi Lime. Promotional literature reads, Please enjoy
LollipopTree(r) products - always all natural, trans fat free, no preservatives and
now organic;
Kathies Kitchen Super Seedz Pumpkin Seeds are available in the US since
December 2007, in a Somewhat Spicy variety flagged, Dry roasted and seasoned Great on salads & out of the bag! - Toss - Sprinkle - Share. Package copy reads,
0g trans fats - 0mg cholesterol - 9 grams protein - 4 carbs. Sea Salt, Original
Curry and Sugar & Cinnamon flavors are also available. Touted as absolutely one
of the best tasting, gourmet award winning, natural snack foods available,
company literature states, High protein - Low carb - Good healthy snackin - No
shells - No spitting necessary;
The H-E-B line of products, distributed in the US by San Antonio, TX-based H.E.
Butt Grocery Co., a division of HEB, includes Wild Pecan Hot Smoked Alaskan
Sockeye Salmon in a Spicy Herb variety, available from November 2007. Label
copy reads, All natural - Ready to eat! Wild caught.
The use of roasted and spicy flavors to create natural foods that are also reduced or
free in some way is evident in the above examples. These examples also illustrate the
breadth and depth of natural foods and their innovative use of ethnic and culinary
trends, through the range of flavor inspirations and the variety of suggested
applications. Many of these products have fusion flavors which will be discussed in
more detail later in this chapter.
142
Figure 5.32: Natural products with roasted or spicy flavors
The above examples highlight a major trend in natural foods and their flavors the
combining of various elements (e.g. natural and ethnic, natural and reduced, etc.) in
one product. Overall, natural is moving into the mainstream, and therefore food
manufacturers need to be prepared to offer foods with natural flavors in all categories
to be able to supply what consumers are looking for.
Many of the top natural flavors identified are those coming from raw materials that
provide functional benefits in themselves. Most of the fruits present in the list are
known to be high in antioxidants. Chocolate has also recently begun to be promoted for
its antioxidant properties, as well as its desirable taste. The next few sections deal with
these flavors in detail.
143
High antioxidant flavors

Antioxidants are substances that are claimed to help protect cells (and the body) against
oxidative damage from free radicals. There is speculation that consumption of foods
containing antioxidants may provide protection against diseases that are linked to free
radical damage; such as ageing, cancer and cardiovascular disease. Antioxidants
include a wide range of compounds, but some of the better known ones in food are
polyphenols and vitamins A, C and E.
For the last few years the concept of superfoods foods rich in nutrients, has been
important in food flavors. Many superfoods are high in antioxidants. Because of
promotional activities from most of the major food manufacturers, as well as general
media interest; consumers are aware of antioxidants and are either trying to incorporate
more of them into their diet, or are wondering how to do this. Part of the consumer
education process is highlighting which types of foods contain high antioxidants.
Antioxidant rich foods include a range of fruit, vegetables, nuts, seeds and grains. In a
2006 study18 which generated a ranked food table with values for redox-active
compounds (i.e. antioxidants) from products collected according to a statistical
sampling plan based on US food consumption data, designed to generate nationally
representative composites; the top 10 foods containing the highest antioxidant content
per serving size were found to be;
Blackberries;
Coffee;
Walnuts;
Raspberries;
Strawberries;
Pecans;
Artichokes;
Blueberries;
Cranberries;
Cloves ground.
144
Foods more recently highlighted in the media as having high antioxidant properties
include aa, goji berries, green tea, and dark chocolate, among others. Many new and
exotic fruits are being introduced to the market which are claimed to be superfruits
i.e. very rich in nutrients and/or antioxidants. The growth behind the overall
antioxidant trend is due to the appeal of eating a food product that can potentially
protect against a range of illnesses, but also taste good. Many of the high antioxidant
foods are colorful and have bold, interesting, and exotic flavors. Novelty plays a strong
role in the popularity of foods in this trend, and there is a sense of excitement around
what will be the next new and exotic antioxidant flavor to appear on the shelves.
Although there is increasing knowledge about food ingredients that are high in
antioxidants, and some are clearly in style, a clear analysis is needed to understand
the overall trends in flavors in this category. Table 5.18 shows an evaluation of the top
flavors for new products launched claiming to be high in antioxidants.
Table 5.18: Top 20 flavors in new product introductions claiming to be high

in antioxidants, % of products launched, 2004-2007
Flavor
2004
2005
2006
2007
Dark Chocolate
Cranberry
Sweet
Blueberry
Pomegranate
Chocolate
Raspberry
Almond
Goji
Strawberry
Honey
Cherry
Apple
Orange
Oat
Green Tea
Cinnamon
Banana
Rich
Cashew
0.9%
1.7%
1.7%
2.6%
0.0%
5.1%
0.0%
1.7%
0.0%
2.6%
2.6%
0.9%
3.4%
0.9%
1.7%
0.0%
3.4%
0.9%
0.9%
0.9%
2.1%
1.6%
1.0%
2.8%
1.0%
4.1%
1.6%
1.6%
0.0%
1.6%
1.3%
1.0%
1.6%
0.8%
1.3%
0.8%
0.8%
0.8%
1.0%
0.0%
3.9%
2.6%
1.3%
1.6%
1.5%
3.0%
1.3%
2.4%
0.7%
1.5%
1.5%
0.8%
2.0%
0.8%
0.8%
0.7%
0.9%
0.8%
0.3%
0.7%
3.5%
3.2%
2.8%
2.7%
2.7%
2.4%
2.1%
2.1%
2.1%
1.7%
1.5%
1.4%
1.4%
1.4%
1.3%
1.3%
1.1%
1.1%
1.1%
1.0%

Source: Productscan
145
Most of the top 20 flavors are those found in sweet food applications (sweet is actually
the third most common flavor for product launches in this group). Many antioxidant
rich foods are formulated into sweet snacks, fruits, cereals and candies, and sweet is a
common word used to describe the characteristic quality of the flavor of these products.
Sweet is not often a flavor term used on its own, but a novel sweet product that
claims to be high in antioxidants is shown in Figure 5.33. It is New Wysong Sweet
Sensations Whole Food-Derived Natural Sweetener which has been available in the US
from March 2007 from The Wysong Corp. Company literature for the product states,
(It) is an all-natural nutritional booster and sweetener. When used in place of
fractionated, nutrient-depleted table sugars, Sweet Sensations provides the minerals,
vitamins, fiber, enzymes and probiotic cultures found in whole foods. Thus, Sweet
Sensations is an excellent alternative to todays devitalized, over-processed, and
fractioned foods that are stripped of nutritional value. The package tags are: High
Amino Acids; High Calcium; High Fiber; High Minerals; High Vitamins; Natural;
High Antioxidants and the ingredients list includes: Whole Cane Sugar; Barley Malt;
Maple
Powder;
Xylitol;
Aquamin;
Banana
Crystals;
Fructooligosaccharides;
Nutritional Yeast; Probiotics; Lactobacillus Acidophilus; Lactobacillus Bifidus;

Lactobacillus Plantarum; Enterococcus Faecium; and Enzymes. This product is novel
in its combination of a whole range of health benefits into an application that is not
normally considered healthy (sweetener), as well as its diverse range of functional
ingredients.
Figure 5.33: A novel sweetener claiming to be high in antioxidants
146
Dark chocolate is the flavor accounting for most product launches in the high
antioxidant category in 2007, and has taken the lead from chocolate over the past few
years. As discussed earlier in this report, this is linked to a steer in the confectionery
market towards offering products targeted at mature palettes, and a move to promote
dark chocolate based on health reasons. Other flavors in the top 20 include a large
range of fruits, highlighting some newer style fruits such as goji, cranberry, blueberry
and pomegranate. These could all be considered superfruits and their growth in
popularity is discussed in the next section. Other types of flavors in the top 20 are nuts
(almonds and cashews), oats and green tea. Almost every flavor in this high
antioxidant group has a distinct health story around it that can be used in the
marketing promotions of the product. The five fastest growing flavors in high
antioxidant foods, in terms of increase in product launches between 2004 and 2007
were pomegranate (2.7%), dark chocolate (2.7%), raspberry (2.1%), goji (2.1%), and
cranberry (1.5%).
Industry expectations over the next five years do not show large changes from the
current situation. Figure 5.34 gives the breakdown of responses when industry
executives were asked to rate the growth in usage for various antioxidant flavors over
the next five years. The flavors with the highest expected growth are green tea (61.0%
of respondents rated this flavor in the top two highest growth categories), aa (55.9%),
cranberry (54.2%), and dark chocolate (54.2%). Pumpkin seed is the flavor with the
lowest expected growth, with only 18.6% of respondents rating this flavor in the top
two growth categories. This may be because pumpkin seed is not known globally and
would not normally be used in sweet applications, which appear to be the current
favored format for high antioxidant products.
147
Figure 5.34: Ratings for growth in usage of antioxidant flavors over the next 5
years
1 - Low growth
100%
5 - High growth
90%
% of respondents
80%
70%
60%
50%
40%
30%
20%
10%
0%
Pumpkin seeds
Pomegranate
Mangosteen
Green tea
Goji berries
Dark green vegetables
Dark chocolate
Cranberry
Blueberry
Acerola cherry
Aa
Because the flavors in this trend of food flavors are moving quickly, it is useful to look
at those flavors which were not present in the category in 2006, but appeared in 2007.
Maple was the fastest growing new entrant, moving from 0.0% product launches in
2006 to 0.8% in 2007; while chili pepper, jalapeno, pistachio, warm, white tea,
avocado, beetroot, and bell pepper showed the next fastest rate of growth; all moving
from 0.0% product launches in 2006 to 0.3% in 2007. It is interesting to note, that other
than maple, none of these flavors are sweet and there is a tendency for hot and
vegetable based flavors. An example of these new vegetable based or hot products is
Guacamole Especial Frozen Dip, launched in the US (January 2008) from J.R. Simplot
Co. The All-In-One Authentic Mexican Recipe with premium Hass avocados,
cilantro, garlic & more is presented in an overboxed 1lb. (453.6g) plastic bag. Touted
as the revolutionary new way to authentic, fresh-tasting Guacamole in seconds,
148
company literature for the kosher product states, Avocados are packed with vitamin A
and antioxidants, but low in saturated fat. With no preservatives or cholesterol,
Guacamole Especial is a delicious, healthy item that your patrons will love.
Figure 5.35: New vegetable and/or hot/spicy product claiming to be high in

antioxidants
For the moment the trends in antioxidant flavors are focusing on sweet foods and
applications. Dark chocolate, green tea, almonds and cashews, and superfruits are
among the most popular flavors. Consumers equate antioxidants and superfoods with
exotic and interesting tastes, and flavors are moving in and out of the top flavors list
quite quickly. Evaluation of very recent product launches shows that the very new
emerging flavors are vegetable based and hot, so this could be the beginning of a new
trend in antioxidant foods, and represent an opportunity for food manufacturers.
Superfruits
A website compiled by the Scottish Crop Research Institute and The Blackcurrant
foundation (www.superfruits.org), defines a superfruit as exceptional in that it has
extremely high health promoting compounds which help to fight certain diseases and
ailments. The site categorizes blackcurrants and blueberries as having particularly
high or definite beneficial effects in terms of antioxidants and impact on key health
areas.
149
Blueberry sales in the US increased by almost 300% between 2003 and 2005, when the
market was valued at $60m by the United States Department of Agriculture (USDA).
Blueberry sales have also grown in the UK; in 2005 sales were $80.57m, an increase of
approximately 289% compared to 2003.
There is currently a lot of interest in these fruits containing high levels of

phytonutrients and antioxidants, but the focus has moved from berries to more exotic
and tropical fruits. Flavor manufacturers are encouraging this trend by adding new and
interesting fruits to their offerings. An example is Bell Flavors and Fragrances which
claims it recognizes the emerging superfruit trend and has developed corresponding
flavors for some of the most prominent superfruits. Bell offers the following range of
superfruit flavors and fragrances:
Aa Berry;
Mangosteen;
Bilberry;
Noni;
Goji Berry;
Papaya;
Guava;
Pomegranate;
Lulo;
Tamarind.
Lychee;
The appeal of the exotic tag is the novelty, the links to ethnic and international flavors,
as well as the story which can be built around a product with an exotic flavor. Each of
the above fruits can be linked with its own combination of nutrients, place of origin,
and unique flavor characteristics.
For example lulo (also called naranjilla) has origins in Central America and Northern
South America. Lulo has green or yellow pulp and juice, with a flavor described as
sweet-sour, like pineapple or lemon; and it contains various minerals and vitamins.
Lulo was the Rudolf Wild GmbH & Co. (a private producer of natural ingredients for
150
the food and beverage industry) fruit of the year, as announced in a news release in
October 2007. Wild suggested using lulo in dairy products and fruit bars, among other
applications.
As shown in Chapter 3, fruit flavors, with a focus on tropical and berries, are among
those that are fastest growing in the dairy, confectionery and snack sectors. The trend
for using these fruit flavors started with beverage products like juices, smoothies and
yogurt drinks, and now is moving into the food sector.
As was explained in the section above, the current fastest growth antioxidant flavors
include pomegranate, raspberry, goji, and cranberry. Goji berries (also known as
wolfberries) are small red fruits grown in China and the Himalayas, and they have a
role in traditional Chinese medicine. Goji berries have a sweet taste, and mild or
neutral flavor. They contain a whole range of antioxidants and vitamins and minerals;
but are noted for their very high vitamin C content, much higher per weight, than
traditional fruit sources such as oranges. Some recent product launches with goji flavor
(and berries) include:
Just Goji Berries and Goji Bar Bites, added to the Dr. Gillian McKeiths range of
products on the UK market in 2006. Presented in 100g and 200g cans, each variant
is claimed to be made with wildly grown natural berries;
In the US in November 2007, Woodstock Farms offered new Organic Goji Berry
Power Mix, Goji Berry Bliss Mix and Goji Berry Power Mix in its Woodstock
Farms snack line. Promotional literature for the Goji Berry product line states,
(They) are an excellent source of vitamin C and other antioxidants as well as a
broad range of other essential micronutrients;
In November 2007 Hollys Oatmeal added the Goji Berry super fruit high in
antioxidants variety to the Hollys Au Natural Oatmeal line in the US.
These examples are all offered by smaller, specialist manufacturers, so there appears to
be an opportunity for goji flavored products to move into the mainstream.
151
Figure 5.36: New goji (berry) flavored products
Even with the popularity of the newer superfruits, in terms of generic perceptions of
fruit flavor in foods, strawberry is the most popular fruit flavor in new product
launches in the bakery and cereals, dairy and snacks sectors (see details in Chapter 3).
Table 5.19 shows the share of flavors in new product launches that are labeled as fruit
flavored.
Strawberry is, and has been, by far the most common flavor for new product launches
for this group of foods, probably because of its mild flavor and bright color, and
availability in a wide range of formats and varieties. The next most common flavors are
apple and orange. Even though they are the most popular at present, the percentage of
new product launches with these fruit flavors in this group of products has decreased
substantially between 2004 and 2007 (strawberry = -1.7%, apple = -1.8%, orange = 2.6%) . Some tropical fruits, such as pineapple, banana, mango and coconut, appear in
this top 20 list, and therefore are becoming standard in terms of generic perceptions of
fruity. Red fruit and forest fruit show very fast growth between 2004 and 2007 in
terms of percentage of product launches for this group of foods. These changes are
linked to the superfruit and high antioxidant trends and show a gradual move from
traditional to novel and specialist fruits, with specific benefits and promotional stories.
152
Table 5.19: Top 20 flavors in new fruit flavored product introductions, % of

Flavor
Strawberry
Apple
Orange
Peach
Forest Fruit
Cherry
Pineapple
Raspberry
Raisin
Apricot
Red Fruit
Banana
Mango
Lemon
Mixed Fruit
Tropical Fruit
Berry
Blueberry
Coconut
Pear
2004
2005
2006
2007
11.9%
8.6%
7.6%
4.1%
0.0%
5.5%
3.3%
3.5%
2.3%
3.1%
0.0%
4.7%
3.1%
5.9%
0.6%
2.5%
3.7%
2.3%
3.5%
2.0%
11.2%
6.8%
6.5%
3.4%
1.5%
6.5%
3.1%
4.1%
2.3%
2.6%
0.5%
4.1%
1.9%
5.4%
0.5%
3.2%
3.2%
2.1%
1.3%
2.6%
11.2%
6.9%
5.7%
4.0%
3.3%
3.6%
4.1%
4.6%
2.1%
4.0%
1.9%
3.3%
3.3%
3.6%
3.0%
2.7%
2.4%
2.0%
1.9%
1.7%
10.2%
6.8%
5.0%
4.6%
4.5%
4.3%
3.5%
3.5%
3.4%
3.4%
3.2%
3.1%
3.1%
3.0%
2.9%
2.7%
2.6%
2.4%
2.0%
1.8%

Source: Productscan
Overall the superfruit trend looks set to continue by moving towards more exotic,
functional fruits. Superfruits are an important part of the high antioxidant trend. The
emergence of new exotic fruits is being helped by the supply and promotion of these
flavors by flavor manufacturers. There are opportunities to launch new products with
newer fruit flavors that have not yet been used extensively in the mainstream. Generic
perceptions of fruitiness are gradually changing to incorporate newer and more
specialist and exotic fruits as the norm.
153

Reduced foods contain lower amounts of calories, fat, salt and/or sugar than standard
formulations. In some regions, the term reduced may have a legal definition in terms
of actual levels of reduction necessary for use of the word on a food product label.
Reduced foods may be formulated for consumers with specific dietary restrictions, or
targeted at consumers in general who are aiming to improve their diets. For the purpose
of this report, reduced foods also encompasses low or no(n) foods.
The link between diet and health is driving this trend. Obesity, cardiovascular disease
and diabetes are major illnesses all in some way linked to food and diet. As was
discussed in Chapter 2, most consumers are looking to improve the healthiness of their
diet, and eating foods lower in constituents that are thought to be bad is one way of
achieving this. The push for reduced foods originated from governments and medical
communities, but has now been embraced by the larger food manufacturers.
The current World Health Organization Global Strategy on Diet, Physical Activity, and
Health suggests considering the following recommendations when preparing national
policies and guidelines:
Limit energy intake from total fats and shift fat consumption away from saturated
fats to unsaturated fats and towards the elimination of trans-fatty acids;
Limit the intake of free sugars;
Limit salt (sodium) consumption from all sources.
For example, sodium reduction is an area where food manufacturers are expected to
deliver changes. In 2006, the Food Standards Agency in the UK published voluntary
salt reduction targets for food manufacturers and retailers in 85 food categories that the
Agency said contributed the most amount of salt to the diet. The Agency stated that the
new salt reduction targets would help progression towards a target of bringing down
the average UK salt intake to 6g per person per day.
154
As discussed in Chapter 2, the reduction of core constituents in a food product are

likely to necessitate a rethink on product design and the strategic use of flavors to
retain the palatability of the product. Flavor manufacturers are taking advantage of this
trend by providing novel ingredients and flavor solutions to help with the development
of reduced foods.
In Chapter 4 the efforts of the major flavor companies to create taste modulators to
enhance or reduce the flavor of existing components, and therefore allow reduction of
the levels of salt and sugar or other undesirable ingredients needed, was discussed.
There is a crossover in this area between taste modulators as chemical components and
taste enhancement and modulations systems. These systems may contain novel
ingredients or may contain more traditional ones, but are formulated and designed to
help food manufacturers develop tasty and acceptable formulations for reduced foods.
A good example of a flavor manufacturer offering in this area is the Symrise line of
LIGHTEN UP flavorings. The company says these flavorings allow a reduction in
the quantities of sugar, salt and fat in finished products; and have a healthy taste that
is the result of natural flavorings made of fresh vegetables, fruits and herbs. The
LIGHTEN UP range is comprehensive, and includes:
SymLife Sweet a series of natural fruitbased flavorings which allow a sweeter

taste without as much sugar. The company claims that in certain applications they
can lower the saccharose content by up to 30%;
SymLife Salt - the company claims that when using this product in combination
with natural flavorings, the salt content can be reduced by up to 50%;
SymLife Umami the company claims that this enhances mouthfeel and heightens
savory flavors thanks to a new generation of flavoring concentrates;
SymLife Cream - according to the company this generates a rich, creamy

mouthfeel but keeps foods light and appealing.
155
An interesting point to note in the above flavorings is that they are promoted as natural
as well as helping to allow for formulation of reduced foods.
In conjunction with specific modulation or enhancement systems, reduction of salt,

sugar or fat may entail the use of specific flavors. Table 5.20 shows the top flavors for
new products claiming to be low or no salt. The majority of the flavors represented
are those commonly found in savory foods. This indicates that many reduced salt foods
are attempting to retain the same flavor characteristics as their full salt or sodium
counterparts, and may be doing that by allowing more of the flavor of the core
constituents to dominate. Even so, the list contains some interesting complementary or
unexpected flavors, such as spice, herb and lemon. These flavors may be present to
boost or highlight the flavor of products with reduced salt.
Table 5.20: Top 20 flavors in new low or no salt product introductions, %

Flavor
2004
2005
2006
2007
Chicken
Spice
Tomato
Rice
Garlic
Vegetable
Apple
Onion
Almond
Beef
Carrot
Herb
Pepper
Sweet
Butter
Wheat
Soy Sauce
Cashew
Lemon
Oat
2.5%
0.7%
2.5%
1.8%
1.3%
1.1%
2.2%
1.3%
2.5%
0.4%
0.7%
1.6%
1.8%
0.9%
0.7%
0.9%
0.7%
1.3%
1.6%
0.9%
1.6%
0.7%
3.2%
2.5%
2.3%
1.5%
2.3%
1.8%
0.6%
1.0%
1.6%
1.0%
0.5%
0.9%
0.5%
1.5%
0.1%
0.4%
1.0%
1.6%
1.3%
0.5%
2.4%
1.3%
1.1%
1.6%
2.7%
2.1%
1.7%
0.8%
2.3%
0.8%
0.6%
0.1%
0.2%
1.8%
0.5%
1.0%
0.6%
1.3%
2.7%
2.4%
2.3%
2.2%
2.1%
2.1%
2.0%
1.6%
1.4%
1.3%
1.2%
1.2%
1.2%
1.2%
1.2%
1.2%
1.1%
1.0%
1.0%
1.0%

Source: Productscan
156
Garlic is also in the top 20 list and was the most popular flavor for natural product
launches evaluated earlier in this chapter. Garlic is a strong flavor and is a good way to
add flavor to savory foods while keeping salt levels lower.
Spice is the second most common flavor in this group of new products and is also
growing quite quickly. Many of the new product launches with spice flavor are spice
mixes or sauces, and often they have ethnic influences. Figure 5.37 shows a few
examples of recent product launches which are reduced salt with spice flavor:
New in the Nirmalas Kitchen bring home the exotic product line is Indian
Tonight Organic Simmer Sauce which was launched in August 2007. It is sold in
the US in a 12.50 fl. oz. glass bottle by Nirmalas Kitchen, Inc. Company literature
for this product reads, Today, I bring you this organic sauce with hints of warm,
sweet and sensual spices. Together well reinvent your everyday meals. Such as
pasta dishes. Or, you can simply spoon the sauce over seafood or use it for dipping
hors doeuvres... Organic - Salt-free - All natural - No preservatives;
Produced in Thailand, line of World Foods Fusion of Flavors products is imported

and distributed in the US by Food Import LLC and was launched in March 2007.
Promotional literature states, Convenient, easy to use, authentic premium Asian
recipes. Package tags are: High Fiber; Low Salt; Low Sugar; Natural; No
Artificial Color; No Artificial Flavor; No Cholesterol; No Fat; No Genetic
Modification; No Gluten; No Lactose; No MSG; No Preservatives; Vegetarian;
In 2005 four new flavors of Schwartz Mix from McCormick Europe Ltd. were
available to consumers in the UK. The Moroccan Lamb Casserole is said to be
sweet, mildly spicy, and to include honey, cinnamon, and apricot. The Mexican
Chili Chicken is said to be a colorful and spicy Mexican style sauce mix with chili,
coriander, and lime flavor. The Sausage Casserole is said to blend tomato, red bell
peppers, and herbs to transform simple ingredients into a perfect family meal with
minimal fuss and maximum taste. The Coq au Vin is said to be a classic blend of
tomato, red wine, and herbs that has fabulous flavor and is easy to prepare. The
package tag is Low Salt.
157
Figure 5.37: New products with spice flavor with claiming to be low or no
salt
Figure 5.38 shows several reduced products described as having more intense or
boosted flavors and concentrations of core ingredients and use herbs and/or lemon. As
can be seen in the examples, many reduced products have lower levels of more than
one component (e.g. salt and sugar, salt and fat, etc.):
Kagome Tomato Ketchup Amasahikaeme [reduced sweetness tomato ketchup] was

launched in Japan in April 2007. This healthy tomato ketchup has the sugars cut by
50% (excluding the sugar derived from the tomatoes and onions and other
ingredients) and the salt cut by 20% compared with other products from Kagome
(tomato ketchup market leader). Also, the tomato content is 20% higher than usual
and the levels of added herbs and spices and brewed vinegar are reduced to make
this ketchup mild and tasty. The target is couples in their 50s and people concerned
about sugar in foods;
Lemon Pepper is a new variety of Terra Unsalted Kettle Cooked Potato Chips.
Manufactured by Toronto, Ontario-based Hain Celestial Canada, they are sold
(from November 2007) in Canada in a 170g laminated bag. Company literature
states, Kettle cooked for full fledged flavor; seasoned with lemon pepper with a
slight hint of onion and garlic. Low in sodium - Cholesterol free - Low in saturated
fat - Kosher certified - No trans fat.
158
Figure 5.38: Examples of recently launched reduced foods promoting the

flavor of core constituents or added herbs or lemon
The above analysis highlights that most current flavors that complement the reduction
of salt in foods, are fairly traditional and cannot really be seen as innovative. A trend
may be to let the inherent flavor of the food become more apparent, as well as to use
traditional culinary type enhancers such as garlic, spices, herbs, lemon and ethnic
influences.
Flavor developments in the reduced and alternative sugars and sweeteners area are
partially dealt with in the next section. The flavor of no-added sugar products is
normally highly linked to the flavors of commonly used non-nutritive sweeteners such
as aspartame, sodium saccharin, and acesulfame-K. Sucralose is a newer non-nutritive
sweetener available from Tate and Lyle. Because of their unique flavor profiles, foods
are often formulated to complement the sweetener being used. Some have longer
aftertastes than sucrose, or different sweetness onsets, or can be described as having
bitter or metallic notes. The lack of bulk of non-nutritive sweeteners also has an effect
on texture and mouthfeel of products made with them. This is a large area in terms of
flavor design, and most of the developments within it come from the beverages sector,
where the bulk of non-nutritive sweeteners are used.
159
Reduced fat foods is a huge area covering almost every food sector, and therefore hard
to quantify exactly what is happening with respect to specific flavors in that category.
What can be said is, that as has been discussed earlier, there are flavoring products on
the market that aim to enhance and boost creaminess and therefore help to allow for fat
reduction in some formulations. Through the sector analysis in Chapter 3, it was also
evident that many of the faster growing flavors in terms of product launches are linked
with lower fat ingredients, whereas many of the decreasing flavors are those associated
with high fat foods and ingredients. This potentially indicates a trend to reduce fat
contents through starting with lower fat core ingredients rather than to try to redesign
or reformulate a higher fat food.
What exactly will happen in the area of reduced foods in the future in not very clear,
although the above analysis seems to point to a trend to use core ingredients with lower
levels of bad constituents and promote the flavors inherent in these core ingredients.
There are not many examples of manufactured foods on the market promoting a taste
modulator or enhancer in their formulations. As the current food and flavor
manufacturer projects in that area come to fruition, it will be interesting to see if these
are promoted as such, and how they may change the formulation (and flavors) of some
common foods.
Alternative types of sweetness

In the consumers mind added sugars and sweeteners are often perceived to be less
healthy than those present inherently in foods. Some added sweeteners, such as honey,
can be perceived as more healthy because of how they are produced. No added sugar
usually means no sucrose has been added whereas naturally sweet implies that the
sweetness in the product is coming from a natural component (e.g. not man-made).
Sweetness is a very important flavor for almost all foods, so alternative methods and
flavors for imparting or enhancing sweetness is a key trend to evaluate. This trend is
being driven by health concerns and a desire for naturalness, as well as in some cases,
ethical concerns about the production source or method of a sweetener. There is also a
160
group of people looking for alternative sweeteners and forms of sweetness because of
particular health conditions, which may range from intolerances to diabetes.
Understanding alternative forms of sweetness is important because of the very large
volumes of traditional sweeteners (sucrose, syrups, etc.) used in food manufacturing.
Any new trends or developments in this area have a potentially very large market.
Table 5.21 shows the top flavors for new products claiming to be naturally sweet.
Most of the top 20 flavors in this group of products are sweet rather than savory, as
there is likely to be more interest in finding alternative sweeteners when a sugar is a
main constituent of a product.
Table 5.21: Top 20 flavors of new product introductions claiming to be

naturally sweet, % of products launched, 2004-2007
Flavor
2004
2005
2006
2007
Chocolate
Honey
Onion
Vanilla
Coconut
Cranberry
Granola
Strawberry
Tomato
Apple
Blueberry
Carrot
Cinnamon
Lemon
Maple
Mint
Orange
Pineapple
Raisin
Rice
2.0%
2.0%
4.0%
3.0%
0.0%
0.0%
0.0%
3.0%
2.0%
0.0%
0.0%
1.0%
2.0%
1.0%
2.0%
1.0%
0.0%
1.0%
2.0%
1.0%
2.3%
2.3%
2.3%
1.5%
1.5%
0.0%
0.0%
2.3%
0.0%
1.5%
0.8%
0.0%
3.1%
2.3%
0.8%
0.8%
0.0%
1.5%
1.5%
0.8%
1.6%
2.2%
1.6%
1.6%
1.1%
2.2%
0.5%
1.1%
1.1%
1.6%
0.5%
2.2%
1.1%
1.1%
0.5%
0.0%
1.1%
1.1%
2.2%
1.6%
3.7%
2.6%
2.6%
2.6%
2.1%
2.1%
2.1%
2.1%
2.1%
2.1%
1.6%
1.6%
1.6%
1.6%
1.6%
1.6%
1.6%
1.6%
1.6%
1.6%

Source: Productscan
Honey and vanilla are among the most common flavors in this group of products,
which is to be expected because of their links to natural raw materials and traditional
161
image. Maple also features and may be an important new flavor based on its recent rise
in product launches claiming to be antioxidant. Chocolate is the most popular flavor for
newly launched naturally sweet products in 2007, probably due to the popularity of
chocolate products in general.
An evaluation of naturally sweet products launched with chocolate flavors shows

many of them contain other sweeteners than sucrose, such as fructose, honey, xylitol,
erythritol, etc. Xylitol and erythritol are examples of polyols which are reduced calorie
sweeteners. In general, polyols do not cause tooth decay (are non-cariogenic) and do
not cause sudden increases in blood sugar, so are therefore more suitable than sucrose
for diabetics. Erythritol is a recently promoted polyol which has greater digestive
tolerance than most other polyols, and a sweetness profile close to sucrose. Xylitol and
erythritol both occur naturally in some fruits. Some examples of naturally sweet
chocolate flavored products include:
Morinaga Koeda Hachimitsu [honey]. This variety is added to this mainstay Koeda
[little sticks] brand of crunchy pretzel shape cookie sticks coated in chocolate,
which has been on the market since 1971. This product consists of pretzel shape
cookies coated in milk chocolate. Honey is added to produce a natural sweetness. It
has a light texture, making it an ideal snack during the spring season. The main
target is housewives. The product was on sale only for a limited period from April
2007;
A new line of Sweet Debbies Organic Cupcakes products includes Cupcakes and
Gourmet Brownies which were offered in the US in 2006 by Sweet Debbies
Organic Cupcakes. The product line is said to be sweetened with the all-natural
sweetener xylitol and to boast 40% less calories than sugar and 0g of trans fat. The
Cupcakes are offered in Double Chocolate Chip (fully loaded chocolate, chocolate
chip cake with vanilla frosting and chocolate chips all over), Vivid Vanilla,
Cosmopolitan Neapolitan, Mocha Italian Espresso and Savory Strawberry
Cheesecake varieties;
162
New, all natural Splurge! Without the Carbs Candies are available from Total
Health Innovations, LLC of Evansville, IN from 2005. Splurge! is the first line of
low-carb sweets that utilizes a new all-natural sweetener system that wont upset
your stomach (gas & laxative effects). The maltitol-free candy bars are
clinically proven tummy-safe for kids and parents! The individually wrapped
varieties include Chocolate Crisp Bar, Crispy Caramel Bar, Pecan Cluster Bar and
Chocolate Almond Bar. The ingredients listing includes: Proprietary Sweetener
Blend; Erythritol; Oligofructose; Fructose.
Figure 5.39: Naturally sweet products with chocolate flavor
It is possible to formulate chocolate containing products that can be claimed to be

naturally sweet, using a range of alternative sweeteners. This is a growing area;
between 2004 and 2007 chocolate flavored products launched in this group increased
by 1.7%.
The top 20 list for this trend contains many fruit flavors. Most fruits are naturally sweet
and using them in a formulation can add sweetness without added sugars. Coconut,
strawberry and apple all have 2.1% of the current flavor share of this category. Dried
coconut can be added to products and will impart sweetness. Strawberry and apple
puree and juice are also used as bases for many foods and to add flavor and sweetness.
163
Interestingly, onion is the third most common flavor in the naturally sweet group
(2.6% of product launches in 2007). Its presence, along with tomato and carrot, in the
top 20 list indicates a trend to use and capitalize on the inherent sugars in vegetables.
Some new products using vegetables to add a sweet flavor to foods include:
Kewpie 3 Fun Cooking Pasta no Tameno Italian Tomato Sauce [3 minutes cooking,
Italian tomato sauce for cooking pasta], launched in Japan in 2004. This basic
tomato sauce for pasta is made with ripe tomatoes from Italy. The diced tomatoes
are processed by a method unique to QP Corp. that prevents collapse of the dice
shape. This is a product upgrade, it now contains 3 times more onions to add a
natural sweet flavor and the name has been changed;
Described as having the perfect balance of the smooth texture of pumpkins and the
natural sweetness of carrots, a Cream of Pumpkin with Chestnuts variety of
prepared Soup was new on the market in Finland in January 2008. The soup is
marketed under the Lima label by Belgian manufacturer Lima and is said to be a
certified organic product.
Figure 5.40: Naturally sweet products with vegetable flavors
Business Insights
The use of vegetables to add sweetness is innovative and could develop into a larger
trend. Vegetables normally are less calorific than fruits, so may be able to help
formulate lower energy products but that have a pleasant level of inherent sweetness.
164
Indulgence and experimentation

Indulgence and experimentation is a trend linked to several of the drivers discussed in
Chapter 2, including; travel and immigration; snacking and single item meals; nostalgia
and slow food; cooking, entertaining and eating out; and multi-sensory experiences.
This trend is about consumers looking to food and food flavors for entertainment,
interesting sensations, and comfort. Food flavor is playing an increasingly larger role in
the aesthetic side of consumers lives. Indulgence is often linked to premium, as
consumers may expect to pay more for an experience, than for sustenance.
Indulgence and premium are important trends with respect to profitability and growth
opportunities in the food chain. For example, the value of the specialty food and drinks
market in Europe and the US is forecast to grow by 5% in the years from 2004 to 2009
to be worth almost $120 billion.
Figure 5.41 shows the average scores of the industry executives when they were asked
to rate how important they thought various indulgence trends would be in the food
industry over the next five years.
All the trends included in the survey were seen as important to the respondents; all
received at least an average rating of 3.0 or higher on the five point scale (1=not
important, 5=very important). Ethnic flavors was rated the most important trend; its
average rating was 3.9, with 71.2% of respondents rating it as important. Retro flavors
was rated the least important trend; its average rating was 3.0 and 28.8% of
respondents rated it as important. Ethnic and international flavors are seen as the most
important trend because of the presence of this trend in all areas of the food chain in
foodservice, home cooking, and manufactured food products. The opportunities are
almost limitless, as there are so many culinary traditions and interesting foods around
the world that have yet to be promoted on the global stage.
165
Figure 5.41: Importance ratings for food indulgence trends over the next 5
years
Seasonal flavors
Flavors from specific regions
Fusion flavors
Ethnic flavors
Retro flavors
Not important
Very important
Exotic fruit flavors

Homemade / traditional flavors

Table 5.22 shows an evaluation of regions represented in new product launches which
are described by geography.
Table 5.22: Classification by region referred to in new product launches,

2004-2007
Region
Mediterranean
Asian
Northern Europe
American & Tex mex
South America
Eastern Europe
Caribbean & Creole
African & Middle East
2004
2005
2006
2007
39.6%
36.5%
13.5%
4.0%
0.4%
0.1%
4.4%
1.3%
36.9%
39.1%
15.0%
4.4%
0.6%
0.8%
3.0%
0.2%
33.8%
35.8%
18.8%
5.9%
1.7%
1.6%
2.0%
0.4%
34.9%
31.3%
18.2%
6.8%
4.0%
2.7%
1.8%
0.2%

Source: Productscan
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The Mediterranean and Asia are the most popular regions in international and ethnic
foods, between them they accounted for approximately 2/3 of product launches in this
trend in 2007, but their dominance is decreasing slowly. The fastest growers in terms of
increase in new product launches between 2004 and 2007 were Northern Europe, South
America and Eastern Europe.
Table 5.23 shows a breakdown of the data available for this group of foods by country.
Table 5.23: Classification by country referred to in new product launches,

2004-2007
Country
Italian
Chinese
Thai
French
American
Japan
Indian
Swiss
Brazil
British
Greek
Belgian
Caribbean
Spanish
Tex Mex
German
Russian
Hungarian
Polish
Swedish
Jamaican
Malaysian
Vietnamese
Africa
Bulgarian
Singapore
Turkish
2004
2005
2006
2007
32.7%
9.3%
16.8%
4.7%
3.5%
4.3%
2.1%
5.7%
0.5%
3.5%
4.2%
1.4%
3.8%
2.4%
1.2%
0.0%
0.2%
0.0%
0.0%
0.7%
1.4%
0.0%
0.0%
0.0%
0.0%
0.2%
1.6%
29.3%
5.8%
23.1%
5.2%
4.4%
1.3%
6.2%
5.0%
0.8%
5.2%
2.5%
1.7%
1.9%
2.1%
1.0%
0.4%
1.0%
0.0%
0.0%
0.6%
1.7%
0.0%
0.2%
0.2%
0.0%
0.4%
0.0%
24.9%
6.1%
15.1%
8.1%
4.1%
6.6%
5.6%
6.1%
2.0%
5.3%
2.7%
1.3%
1.3%
2.5%
2.7%
0.7%
0.5%
0.5%
0.8%
0.2%
1.0%
0.7%
0.3%
0.5%
0.0%
0.3%
0.0%
26.6%
9.6%
9.3%
7.8%
6.2%
5.5%
5.1%
4.7%
4.6%
3.9%
3.0%
2.4%
1.7%
1.7%
1.5%
1.2%
1.1%
1.0%
0.7%
0.6%
0.4%
0.4%
0.4%
0.3%
0.3%
0.1%
0.0%

Source: Productscan
167
Italy is by far the most represented country with a 26.6% share of products claiming to
contain flavors from this country in 2007. The popularity of Italian food is evident in
the availability of pizza and pasta worldwide in all types of format (prepared foods,
ingredients, etc.). Chinese and Thai are the next most popular flavors with a 9.6 and
9.3% share respectively. Interestingly Thai was increasing quickly up through 2005
and since then has begun to decrease, maybe because of the entrance of some newer
Asian flavors. Chinese product launches decreased from 2004 to 2005, but since then
have been increasing. This may be due to the spotlight and greater links with China in
terms of trade, tourism and the 2008 Olympics.
The fastest growing flavors from certain countries are Brazilian, French and Indian;
new product launches grew 4.1, 3.1 and 3.0% respectively between 2004 and 2007.
The growth in product launches referring to Brazil is partially accounted for by the use
of Brazil nuts. Many of the new product launches with French flavor are salad
dressings or sauces. French fries and French toast also partially account for the growth
in new French products.
Thai and Italian decreased the fastest in terms of product launches for this group of
products at rates of 7.5 and 6.1% respectively between 2004 and 2007. Some very new
but important (growing from 0.0% of new product launches in 2004 to at least 0.4% in
2007) entrants to this group of products are; German, Hungarian, Polish, Malaysian and
Vietnamese.
In the industry survey carried out for this report, respondents were asked to rate the
growth in usage over the next five years for the following ethnic cuisines; Caribbean,
Chinese, Eastern European, Iberian, Indian, Japanese, Mexican, Middle Eastern, North
Africa, Regional Italian, South American, and Thai. Thai and Indian were given the
highest average ratings; 3.6 and 3.5 on a five point scale respectively; whereas Iberian
and Eastern European were given the lowest average ratings; 2.4 and 2.6 respectively.
168
Indian flavors in food is a very important and growing trend. The flavor has been very
popular in the UK for many years due to the colonial links, but has recently become
popular in other countries. Many recent Indian new product launches are in France.
Some examples of Indian flavored product launches include:
Daregal Un Monde de Saveurs (A World of Flavors) is a new range of Sauces

inspired by countries from all around the world. Launched in France in December
2007 in six varieties - Indienne (Indian), Italienne (Italian), Marocaine (Moroccan),
Mexicaine (Mexican), Nordique (Nordic), and Thai - it comes frozen in individual
sachets of 40g;
A new Banaanikastike (banana sauce) was launched in Finland in 2004. This sauce
mix is offered in an Intialainen Curry (Indian curry) variety and is presented in a
33g laminate packet. The sauce mix is marketed under the Bla Band brand name
and is manufactured by Campbell Soup Co;
Two new products from Pataks Foods Ltd. were launched in France in November
2007. There is a Kit Repas Indien (Indian Meal Kit), comprising a 125g portion of
basmati rice, a portion of chutney and a portion of curry sauce, to which chicken
and vegetables should be added; and a Wrap Kit Tandoori (Tandoori Wrap Kit),
which comprises six wraps, a portion of tandoori curry paste, and a portion of
mango chutney.
Figure 5.42: Indian flavored new product launches
169
Introducing Indian flavors to parts of the world that have not experienced them is still a
opportunity for food manufacturers.
Some examples of recently launched Malaysian and Vietnamese products are given in
Figure 5.43. These new Asian products are often in the form of spice mixes, pastes,
sauces or kits:
The well-known range of Asian Home Gourmet Spice Pastes For Curry was
expanded in New Zealand in late 2005/early 2006 to include a blend of onions,
lemongrass, soyabean paste, and spices that lend a delicate, exotic taste to the
Vietnamese Chicken Curry (Ga Cari) variant, especially when cooked with
chicken, carrot, and sweet potato;
From 2005 a line of Taste of Malacca Spice Blends was distributed in the US by
Horizons Consulting LLC of New Rochelle, NY. The Malaysian Spice Blends are
produced in Curry Malacca, Malay Kurma, Nonya Delight, Spicy Portuguese,
Home-Style Dal and Penang Pajeri varieties, packaged in 1.2 oz. (34g) metal tins.
Southeast Asian Spice Blends are available in Balinese Rendang, Sarawak
Peppercorn, Laotian Chicken, Burmese Seafood, Vietnamese Beef and Kajang
Satay flavors, sold in 1.2 oz. (34g) metal tins.
Figure 5.43: New products with Vietnamese and Malaysian flavors
170
Most of the Polish, German and Hungarian flavor new product launches are related to
traditional products from this region like pickles, herring, potatoes, sausages and
salamis. These product launches appear evenly distributed around the globe, with some
in Europe, the US, Australia and Japan.
Provenance and varietal

A current trend is for food manufacturers to use concepts from the wine world to
highlight and promote specific flavors varietal is about linking the sensory attributes
of a product with the specific plant cultivar (or animal breed) used to make it; and
provenance or terroir is about marketing food based on where it comes from and/or
how it is grown (place-based). This trend is linked to a range of drivers discussed in
Chapter 2. Movements like Slow Food stress the importance of place and local
traditions. Other drivers are linked to increased knowledge and understanding of food
flavors and recognition of the complexity and diversity of ingredients from different
sources. This trend is sometimes also linked to an ethical approach to purchasing, as if
the place of origin of a raw material is known, the links to the primary providers and
the rest of the value chain is clearer. This trend is important because it is a way of
providing consumers the new experiences they are looking for in food.
Flavor companies are increasingly highlighting the provenance and/or varietal aspects
of products and ingredients. An example is FONA International identified Saigon
Cinnamon, Tahitian Vanilla and Muscat Grape as novel trends in iconic flavors in 2007
using their Flavor Radar a methodology that combines a comprehensive set of
indicatorsincluding restaurant menus, new product introductions, and print media
data with their own analysis.
Consumers may already be familiar with varietal categorization and marketing for
some fruit and vegetable products (apples, potatoes, grapes, etc.) and a few packaged
goods (honey and coffee are examples). Recently, more food manufacturers have
begun to market products based on the variety of their raw materials. Some examples
of new product launches highlighting these varietal raw ingredients include potato
171
chips and jams and marmalades. The identification of the variety is a way of
highlighting and describing specific flavors to consumers and signaling that the product
is premium and should be savored i.e. like wine, and emphasizing that it takes some
knowledge or education to fully enjoy the product. Some examples of varietal potato
chips include:
Produced in England, Crocodile Gourmet Chips were available in the US from

2004 from Long Island City, NY-based Somerdale USA, Inc. Package copy on the
Somerset Cheddar & Redskinned Onion flavored Original variety states, Using
only the finest Lady Clare potatoes direct from the farm, we slice them thick for a
fuller flavor and hand cook small batches in pure sunflower oil. The Original
variety also comes in a Sea Salt & Crushed Black Peppercorn flavor. The line
includes Reduced Fat Gourmet chips in Salsa & Mesquite and Tomato, Basil &
Mascarpone flavors, and Ridge Cut Chips in Sea Salt & Malt Vinegar and Charcoal
Grilled Steak flavors. The chips are said to contain all natural ingredients, no
artificial ingredients and are suitable for vegetarians;
Bubbas Chips from Avoca, NY-based Daniel Hubbard Farm were launched in the
US in February 2007 and are made from our own Keuka gold potatoes. Flavors
include Plain, Garlic and Sour Cream & Onion.
Figure 5.44: Varietal potato chips
There are opportunities for food manufacturers to enter into this area, as this trend does
not yet seem to have been fully exploited by the major chip manufacturers. Walkers in
172
the UK make a point that their crisps are made from British potatoes, but the emphasis
for this is about supporting local business and carbon footprint reduction, rather than
flavor in particular. On the company website Kettle Chips says that it cooked over 220
potato varieties in our quest to find the perfect blend of taste, colour and texture, but
does not use the opportunity to highlight the final variety chosen (the one right one);
although on the US site Russet potatoes are mentioned.
An example of a manufacturer of fruit containing products highlighting the varietal

ingredients is Tiptree (Wilkin and Sons Ltd.) who offers Little Scarlet Strawberry, East
Anglian Strawberry, Black Cherry, Morello Cherry, Damson and Victoria Plum
conserves in the UK. The appeal of these products is their specific fruit type and
traditional and premium image linked to the English origins of the products.
Dark chocolate is an example of a category where the concept of varietal and

provenance has taken hold quickly. For example Green and Blacks Dark 70%
chocolate is described as being made from the finest Trinitario cocoa beans for an
intense taste. In Chapter 3 there were some examples of dark chocolate products
clearly stating and promoting themselves based on the unique origin of the cocoa beans
used to make the chocolate. A manufacturer leading in this trend is Lindt which offers
Madagascar, Ecuador, Ghana and Peru varieties of Lindt Excellence. The Madagascar
variety which was available in Switzerland from 2005 is pictured in Figure 5.45.
Figure 5.45: Lindt Madagascar Noir Chocolate
173
Provenance is an important trend in cheese and has been for many years because of
legal definitions and traditional product names. But increasingly, in the high-end,
premium market, consumers are looking towards the provenance label to find new and
interesting flavors that they may not yet have experienced. Research19 by the Milk
Development Council (UK based) found that for cheese, 36%, and 29% of shoppers
associate provenance with the product characteristics tastier and flavoursome
respectively. French and Italian provenance is important in this category, but recently
retailers and manufacturers in the UK have begun to market cheeses more strongly
based on provenance.
Varietal and provenance as associated with flavor are growing trends that offer
opportunities for food manufacturers to add interest and a story to their products. Not
too many manufactured products are taking advantage of the trend, there is a lot of
room to develop and market products in a very wide range of sectors on this basis.
Fusion flavors, pairings and novel sensory

Fusion of flavors, interesting pairings, and products providing novel sensory
experiences is a newer trend that is linked to the use of food as art and entertainment,
the increased focus on cooking, the growing importance of ethnic foods and flavors,
and growing consumer expectations that they will be stimulated by the products they
buy.
New products claiming to be fusions can be seen in many categories but are focused
within candies and chewing gum, sauces and gravies, snacks, and spices. As discussed
in Chapter 3, a common pairing in chewing gum at the moment is fruit and mint. Sugar
confectionery products show fusions of fruit or coffee with cream, as well as blends of
fruit and mint. For sauces and gravies fusion can mean a mixing of range of
ingredients, or sometimes refers to fusion of ethnic flavors. A few examples of
innovative ethnic fusion sauce or gravy products (all sold in the US) are given in
Figure 5.46:
174
World Harbors, Inc. introduced new World Harbors Sauce & Marinade varieties in
April 2007. The Pacific Fusion Maple Wasabi variety is said to be an extraordinary
flavor that fuses Wasabi with maple, Dijon mustard and oriental spices. It is great
on sushi and fish, tangy with chicken, pork and ham;
Around The World Gourmet Dragon Fury Asian Style Salsa, a fusion of Mexican
and Asian cuisine, was introduced in 2006 in Medium, X-Hot, Hot, and Mild
varieties. Each all natural variety is said to be low in carbs, fat and sodium, and
to have 0g of trans fat;
Burbank, CA-based Sazon Latino began offering its line of Sazon Latino Sauces in
March 2007. The Chipotle Pesto comes in an 8 oz. glass jar that is tagged, Keep
refrigerated. May be frozen. The other varieties are Chimichurri, Mango Churri,
Coco Caribe, Plancha BBQ, Chino Latino BBQ, and Muy Mojito. Company
literature states, A flavor explosion incorporating fusion cuisine from Central and
South America; all our sauces are 100 percent natural and made with the best
ingredients like imported San Marzano tomatoes, fresh garlic, fresh basil and fresh
squeezed citrus juices, fresh ginger, fresh peppers and extra virgin olive oil with no
artificial flavors or preservatives.
Figure 5.46: Fusion sauces
175
The blends of Asian and American flavors, as well as European styles in these products
are innovative.
Pairings are specific fusions of two flavors for a designed effect. McCormicks top 10
flavor pairings featured in the McCormick Flavor Forecast 2008 were as follows:
Oregano and Heirloom Beans;
Red Curry and Masa;
Vanilla Bean and Cardamom;
Orange Peel and Natural Wood;
Chile and Cocoa;
Allspice and Exotic Meats;
Coriander and Coconut Water;
Poppy Seed and Rose;
Lemon Grass and Lychee;
Rubbed Sage and Rye Whiskey.
According to McCormick; a leader in the manufacture, marketing and distribution of

spices, seasonings and flavors to the food industry; the factors influencing the flavors
of 2008 include health and wellness, authentic ingredients and cooking techniques from
around the world, and the desire for local and artisan food. These pairings represent
interesting fusions of herbs and spices with other food ingredients and the popularity of
a sensory and ethnic based fusion approach to food product design.
Pairings have become important in a range of food categories including potato chips,
yogurts and most types of confectionery. Chili and chocolate is becoming a known
combination outside of its traditional Central American origins. There have been a few
recent product launches combining chili and cocoa:
The Spring 2004 Collection of B.T. McElrath Chocolatier Artisan Chocolates

(launched in the US) was touted as featuring fresh flavors for the new season.
Company literature for Chile-Limon Mayan Truffles (2.5 oz. 5 piece box) states,
Flavorful and spicy chiles with tart and floral lime zest join together in an
intriguing blend of fire, fruit, and chocolate;
176
A new line of chocolate is available on the market in Italy (launched in December

2007) under the Lindt Creation 70% brand. With 70% cocoa, these tablets come
with a filling in the following flavors: Mousse Chocolat (Chocolate Mousse),
Orange and Cherry & Chili.
Figure 5.47: Chili and chocolate pairings
Another area of interest is the novel sensory (or sensation) trend. The confectionery
sector is dominant here, but there are some innovative products being launched in other
sectors such as dairy and snacks. The larger opportunities for this area are where
products are consumed mainly to impart a sensory experience (i.e. not to satisfy
hunger). Ingredient and equipment suppliers promote materials and methods to impart
a range of flavors and sensations that include cooling, warming, tingling, fizzing,
sweet, sour, and a range of textures; as well as combinations of these characteristics
and others. Novel sensory experiences may also be based on timings of flavor delivery,
which can be manipulated based on formulations, flavors, and sweeteners.
Combinations of sensations move the trend into the multi-sensory area. Examples of
cooling, warming, and tingling sensation chewing gum products recently launched (all
in the US) include:
Launched in early 2006 as part of the Ice Breakers line, Ice Cubes Instantly Cold
Gum was introduced by The Hershey Company of Hershey, PA;
177
Dentyne Ice Peppermint Sugarless Gum was offered in now flavor charged!
version by Cadbury Adams USA LLC, of Parsippany, NJ in 2005. The tagline
reads, Nothings colder than Ice(tm);
Wrigley 5 Sugarfree Gum, a groundbreaking, new sugar-free stick gum with

mouth-freshening, long-lasting flavors combined with invigorating sensations you
can feel as you chew, was planned to be launched in summer 2007. The varieties
- Rain (a tingling spearmint flavor), Cobalt (a cooling peppermint flavor), and Flare
(a warming cinnamon flavor).
Figure 5.48: Chewing gums promoted on sensations
Examples of a range of other recently launched products which are promoted based on
sensations include:
A Fire version of Hot Tamales Chewy Cinnamon Flavored Candies, launched in

2005 in the US;
Lotte Xylitol Nodoame Grape [throat candy] was launched in Japan in 2006. This
xylitol throat candy has the juicy flavor of grapes and the smooth cooling effect of
xylitol. This is a non-sugar, calorie-reduced candy. It contains concentrated
Chinese quince extract and 13 herb extracts. The calorie content is around 30% less
than conventional candy made with sugar. It is a two-color candy (purple and
white). The main target is girls and young women in their teens to 20s;
178
Morinaga and Co launched Morinaga Hi Chew Green Apple and Morinaga Hi

Chew American Cherry in Japan in 2006. These soft Chewing Candies are part of
this leading brand. They are both soft and very elastic, releasing a juicy, fruity taste
into the mouth as they are chewed. The green apple variety has a stimulating sweet
and sour taste. It is now upgraded, the sweet aftertaste is now cleaner and the fruity
sensation is increased. The American cherry is a new variety. It has the unique rich
sweet and sour flavor of American cherries. The target is school children and office
ladies;
New in the US (from June 2007) from General Mills, Inc., Yoplait Go-Gurt Fizzix
combines a fizzy sensation with awesome yogurt flavors - all in the easy to eat
Go-Gurt tube. Two flavors of the Fizzy Yogurt Snack are presented in an 18 oz.,
8-pack of 2.25 oz. tubes. They include Blue Raspberry Rage/Strawberry
Watermelon Rush, Wild Cherry Zing/Strawberry Lemonade Jolt and Fruit Punch
Charge/Triple Berry Fusion;
The new Winter Warmer Tic Tac Candy is described in promotional literature as
offering a burst of refreshing cinnamon with a warming spicy aftertaste. Brought
to the UK market by Ferrero UK Ltd. in 2005.
Figure 5.49: New products promoted on sensations
179
The above examples show how these sensation based products can be found in both
adult and child focused formats.
Japan and the Far East trend to be the hub of innovation in the novel sensory area
because consumers there enjoy experimenting with flavors and are used to the concept
of functionality in foods other than for relieving hunger. Products are being introduced
with sensation combinations, novel ingredients, as well as often functional benefits.
Some examples include:
Lotte Snow: Snow Brand Toruko Fu Aisu Vanilla to Purin [Turkish style ice,
vanilla and custard]. This lactic ice introduced in late 2005, has a most unusual and
mysterious mouthfeel. It is modeled on the traditional Turkish ice dessert
dondolma. It has a chewy texture and does not readily melt in hot weather. It has a
dense and smooth texture, when a spoon is inserted in the ice and drawn upwards,
the ice can be pulled upwards like stretching raw dough;
Lotte Mens Style Gum Wintergreen was launched in Japan in August 2007. This
new anti-halitosis chewing gum for men contains Rubus extract derived from
tencha (a health tea from China, which is a plant in the rose family which helps to
prevent halitosis), saw palm extract and caffeine. This wintergreen variety has the
refreshing flavor of wintergreen plus the hot and spicy taste of fine ground black
pepper, a flavor to appeal to men. The target is men in their 30s to 50s;
Frente International: Frente Ume no Kiwami [extreme Japanese apricot]. This new
(April 2007) gummy candy contains crystalline xylitol. New technology (patent
pending) has been used to produce a gummy candy filled with crystalline xylitol.
When the candy is chewed the xylitol is released in to the mouth producing a
cooling effect. This candy has a new mouthfeel. It has the characteristic acidic
flavor of Japanese apricots.
180
Figure 5.50: Novel sensory products from Japan
Another related trend is consumer interactivity. This trend is about the consumers
experience before and while eating the product, and is usually characterized by mixing
elements together. There are a few examples of these types of products in the
confectionery, snacks and dairy sectors. Some products with this trend include:
The new line (from February 2007) of YoCrunch Naturals Lowfat Yogurt with
Back to Nature, SunSpire and Grape Nuts Granolas is sold in the US in single-serve
7 oz. cups by The Yofarm Co. The cups feature separate, foil-sealed sections inside
the caps containing the Granola. YoCrunch Naturals with Back to Nature Granola
is available in Mixed Berry, Strawberry and Blueberry flavors, the SunSpire variety
is sold in a Strawberry flavor and the Grape Nuts Granola variety is offered in a
Strawberry Banana flavor. Company literature for the line reads, All natural
smooth yogurt with an all natural crunchy topping conveniently packaged together,
YoCrunch Naturals is the only yogurt in your dairy case thats both smooth and
crunchy!;
Trident Sugarless Gum launched a new Strawberry Fusion variety from Parsippany,
NJ-based Cadbury Adams USA LLC in 2005 in the US. New Wintergreen Fusion
features six pieces each of extreme and mellow wintergreen flavors. Company
literature states, Chewing sweet and sour strawberry and extreme and mellow
181
wintergreen is an interactive experience, allowing consumers to customize their

own flavor according to their personal taste, piece by piece. Said to have been
created for the ever-changing teen audience, the new flavors also include the
sugar-free sweetener xylitol, an ingredient dentists know to be good for teeth;
Kabaya Shakashaka Gummy [shake gummy candy] was introduced in Japan in

2004. This gummy candy is packed in a bag together with cooling lemonade
powder. The consumer shakes the bag vigorously to coat the candy with the
lemonade powder. The gummy candy is in an assortment of four flavors - mikan
[Japanese tangerine], strawberry, green apple, grape;
The Penotti Dippi Spread & Breadsticks Snack has been available in two new
flavors, Yogurt Strawberry and Milk Banana since 2005. Consumers in the
Netherlands, Belgium, South Africa, Japan, Kuwait, and the United Arab Emirates
can purchase this snack. Each box contains four individually-packaged single-serve
snacks which include a delicious stripey spread and nine crunchy breadsticks.
Said to be made with premium quality ingredients and convenient for on-the-go
snacking, the snacks are manufactured by Peeters Produkten BV.
Figure 5.51: Products providing interactive experiences
182
There are many opportunities in a range of food sectors to develop novel sensory
characteristics, as this is an area for creative ideas and out of the box thinking. There
are opportunities to create new types of multi-sensory experiences and to link flavors
with textures and sounds. Consumers are looking for interesting experiences inherent in
the food they eat, and this trend is likely to continue to develop as flavors, ingredients
and manufacturing technologies become more sophisticated.
Homemade and traditional

Homemade and traditional trends in flavors are linked to the increased interest in
cooking and nostalgia. The homemade or traditional tag also connotes a premium
product with high quality ingredients. This type of food is often eaten for comfort and
familiarity and the flavors within them reflect that. Table 5.24 shows the top 20 flavors
in new product launches in 2007 claiming to be homemade or traditional.
Table 5.24: Top 20 flavors in new product launches claiming to be

homemade or traditional, % of products launched, 2004-2007
Flavor
2004
2005
2006
2007
Chocolate
Garlic
Tomato
Onion
Cheese
Chicken
Spice
Vegetable
Sweet
Vanilla
Beef
Rice
Herb
Almond
Pork
Potato
Chili
Strawberry
Mushroom
Pepper
2.5%
2.3%
2.0%
1.7%
1.5%
2.3%
1.5%
1.2%
1.5%
1.1%
1.7%
1.2%
1.0%
1.1%
0.7%
1.7%
1.0%
0.9%
1.0%
1.2%
2.7%
2.3%
2.0%
1.7%
2.1%
2.3%
1.1%
1.1%
1.5%
1.5%
1.3%
1.2%
1.1%
0.9%
1.0%
1.5%
1.2%
1.2%
1.1%
1.1%
2.4%
2.0%
2.2%
2.1%
1.6%
2.1%
1.4%
1.7%
1.1%
1.0%
1.5%
1.1%
1.0%
0.7%
0.8%
1.5%
0.7%
0.8%
1.1%
0.8%
2.3%
2.2%
2.1%
2.0%
1.6%
1.6%
1.5%
1.3%
1.2%
1.1%
1.1%
1.1%
1.0%
1.0%
1.0%
1.0%
0.9%
0.9%
0.9%
0.8%

Source: Productscan
183
As has been seen for so many other sectors and categories throughout this report,
chocolate is the most common flavor for this group of foods. Interestingly though, dark
chocolate does not feature at all in the top 20 list, probably because of the newer and
stylized image dark chocolate has, rather than homely and traditional. Other sweet
flavors in the list are vanilla and strawberry which are very common flavors across
food sectors globally and also flavors found very commonly in food for children. The
savory flavors represented are a standard list of commonly used ingredients in food
prepared in the home, like potato, onion, beef, garlic, etc.
A linked trend is retro food and flavors. This trend is important in some sectors like
confectionery, bread, sauces, desserts, etc. Figure 5.52 shows the breakdown of
responses, when industry executives were asked to rate the growth in usage for various
retro flavors over the next five years.
Figure 5.52: Ratings for growth in usage of retro flavors in food over the next
5 years
1 - Low growth
100%
5 - High growth
90%
% of respondents
80%
70%
60%
50%
40%
30%
20%
10%
0%
Vanilla
Peanut Butter
Marshmallow
184
Lemon Curd
Liver
Custard
Bubble Gum
Barbeque
The flavors with the highest expected growth are vanilla and barbeque with 49.2 and
32.2% of ratings given in the top two highest growth categories respectively. Liver and
bubble gum are the flavors with the lowest expected growth, with only 1.7 and 8.5% of
ratings given being in the top two growth categories respectively. These findings
reinforce the trend for traditional flavors that highlight naturalness and healthy
lifestyles, as well as strong but pleasant flavors becoming popular, but not necessarily
those linked with artificial flavors and colors.
Other emerging trends

In addition to trends within the health and indulgence trends, the drivers explored in
Chapter 2, point towards a few emerging trends in food flavors falling in the
convenience and ethical areas.

The drivers behind specific flavors for the elderly are linked to the needs for highly
flavored foods this group may have, as well as the format of the products themselves.
This trend is important because of the growing elderly population and changes in living
patterns which means that many will be looking after themselves in their old age so
will be choosing and preparing their own food. Foods for the elderly are often softer for
easier chewing and swallowing, and therefore some ingredients and flavors linked to
crunchier or harder textures are not always apparent.
Many of the recently launched products targeted specifically at the elderly are found in
Japan and the flavors therefore reflect that. Table 5.25 shows the top 10 flavors for new
products targeted towards the elderly. There is a much smaller number of products
launched in this category than most of other categories commented on in this report, so
only the top 10, rather than 20, flavors have been highlighted. These top flavors are all
savory, and many are protein based. This may be because the increased impact of these
types of flavors counteracts the decreasing sensitivities in the elderly. The lack of sweet
185
and/or fruity flavors indicates an opportunity in this area in terms of developing

products to meet a range of flavor preferences. There is also a lack of vegetable flavors
which is strange given the importance placed on nutrition in the elderly.
Table 5.25: Top 10 flavors in new product introductions targeted towards the
elderly, % of products launched, 2004-2007
Flavor
2004
2005
2006
2007
Chicken
Mushroom
Pork
Sausage
Sesame
Soy Sauce
Beef
Bonito
Garlic
Miso
2.8%
1.4%
2.1%
0.0%
0.0%
0.0%
1.4%
2.1%
2.1%
1.4%
8.5%
3.4%
0.0%
0.0%
5.1%
3.4%
1.7%
3.4%
1.7%
0.0%
3.9%
0.0%
2.6%
0.0%
0.0%
0.0%
2.6%
1.3%
0.0%
0.0%
3.0%
3.0%
3.0%
3.0%
3.0%
3.0%
3.0%
2.3%
2.3%
2.3%

Source: Productscan
Ethical flavors
The ethical flavors trend is linked to larger trends within the food industry such as
traceability, carbon reduction, and sustainability and Fairtrade; and closely related to
provenance and natural flavor trends. The concept of a clean label is likely to become
relevant not just for naturalness, but also for carbon footprint and supplier relationships
for all ingredients and flavors within a food product.
Flavor and fragrance manufacturers are beginning to promote ethical behaviors in

terms of sustainability of sourcing of raw materials. For example, Givaudan recently
formed sustainability partnerships in Venezuela and Australia for tonka bean and
sandalwood oil respectively, which are used in the fragrance side of the business. This
trend to work towards sustainability and partnerships in developing countries is likely
to grow and become more evident in flavors as well in the near future.
186
CHAPTER 6
Conclusions
187
Chapter 6
Conclusions
Summary
The most opportunity for growth in food flavors are within applications that
provide both health and indulgent characteristics and benefits.
Natural flavors are a growing area with significant opportunity. More natural
flavors are being offered by flavor manufacturers and almost any food can be
formulated or reformulated with natural ingredients. Natural is being linked
more closely to functionality, and both trends are crossing over into the
mainstream.
There is an opportunity to spice up natural and reduced foods, as well as to

bring out flavors of the core ingredients in reduced foods.
There are growing opportunities to use vegetable flavors in innovative ways in

healthy foods.
major flavor in the bakery, confectionery and snacks sectors. Dark chocolate is
increasingly promoted based on its antioxidant properties.
There are many exotic superfruits that have not yet been discovered, offering
lots of opportunities for food manufacturers.
Provenance and ethnic trends are merging; for some products, the labeling of
international origin is detailing specific regions within countries. There are many
opportunities for Mediterranean and Asian foods in a range of applications and to
be targeted at consumers all over the world.

Many consumers are more willing to experiment, and there are growing
opportunities for flavors to create experiences. Herbs, spices, sensates, textures,
fusions, and interactivity can deliver these.
188
Introduction
This chapter will outline conclusions for the whole report by looking at the key
emerging opportunities in food flavors and evaluate the flavors, trends, and drivers
behind them.
Key opportunities
Most of the opportunities for food flavors represent the overlap of two of the key trends
for flavors; health and indulgence; which sit within the four food key trends for food
overall. This is because flavors and foods that can provide as many benefits as possible
in one product deliver more value to consumers. The emerging opportunities in food
flavors identified and discussed in this chapter are shown in Figure 6.53.
Figure 6.53: Key emerging opportunities in food flavors

Flavor Experiences
New Antioxidants
Stimulating flavors
Dark chocolate
Herbs, spices
and heat blends
Newer superfruits
Indulgent
Bolder,
natural and
reduced foods
Ethnic combinations
Vegetables for
sweetness and
functionality
Dominance of
the Mediterranean
and Asia
Ethnic and International
Natural and Functional
Healthy
189
Natural and functional

According to industry executives surveyed for this report, health was seen as the driver
having the biggest influence on demand for new flavors. In addition, flavors from
natural ingredients and flavors that provide functional benefits were chosen as the two
most important food industry trends over next five years within the health trend. The
opportunities in this area are very large as almost any food can be formulated or
reformulated with natural ingredients and then be promoted on a natural platform.
More natural flavors are being offered by flavor manufacturers, which is likely to
reduce costs and increase quality and variety of the natural flavors on offer. Natural is
linking more closely to functionality, and both trends are crossing over into the
mainstream. Some new products claiming to be natural have ethnic/bold flavors
offered in mainstream products, and some mainstream products and flavors are
appearing in natural versions.
Bolder natural and reduced foods

There is an opportunity to spice up natural and reduced foods. Garlic is the top flavor
in new product launches claiming to be natural and one of the top flavors in new
product launches with reduced salt. Spices and herbs, as well as traditional flavor
enhancers, such as lemon, are also important flavors in new product launches in these
food groups. Culinary influences combined with traditional and newer cooking styles
and techniques are important for flavors in these categories. A focus on bringing out
flavors of the core ingredients (like tomato) in reduced foods is also an emerging trend.
Vegetables for sweetness and functionality

Analysis in this report points to the beginning of an opportunity to use vegetable
flavors in innovative ways in healthy foods. Vegetable flavors (onion, carrot and
tomato) feature in new product launches claiming to be naturally sweet, and are
included in the fastest growing flavors in new products claiming to be high in
antioxidants (bell pepper, beet root, avocado). Vegetables are multifunctional because
they are low in calories and sugars, provide a range of vitamins and minerals, and may
190
have bold and distinctive flavors. Vegetable snack products, such as vegetable crisps,
also feature in recent new product launches.
New antioxidant flavors

Functionality is a very large and important trend in the health area. Antioxidants are a
dominant trend within functionality and most high antioxidant foods have distinctive
and bold flavors. The drivers behind antioxidant flavors are based in health issues, but
these flavors are now are quickly crossing over to become indulgent and exotic. The
perception of multiple benefits provided by high antioxidant foods and flavors plays a
large role in their growing popularity.
Dark chocolate
major flavor in the bakery, confectionery and snacks sectors. Dark chocolate product
launches are growing in all of these sectors, while in some cases, milk and white
chocolate product launches are decreasing. This is because of the purported health
benefits linked to dark chocolate and the development of a consumer segment
preferring more mature tastes in sweet foods.
There are many opportunities to use dark chocolate in combination with other flavors
and in applications. Dark chocolate is seen as sophisticated and indulgent.
Reformulating products with dark chocolate is a way to move them into an upscale
category, as well as increasing the overall perception of their healthiness. Promotion
based on provenance and variety of cocoa beans is a newer trend in chocolate and dark
chocolate.
Some key areas to watch for with respect to dark chocolate are snack bars include
nutraceutical type dosed products, and dark chocolate versions of popular and
traditional chocolate products.
191
Newer superfruits
Superfruits are a fashionable and flavorsome way of delivering high antioxidants. The
fastest growing flavors in new product launches claiming to be high in antioxidants
include pomegranate, raspberry, goji, and cranberry. Flavor companies are beginning to
offer comprehensive ranges of exotic superfruit flavors. Most of these flavors have
unique provenances and stories attached to them which provide opportunities for
marketing and promotion. There are opportunities for new products formulated with
superfruit flavors in almost every sector. Because there are so many types of superfruit
flavors, there are many that have not yet been discovered by the bulk of food
manufacturers, and therefore are perceived as very novel and exciting.

Immigration and travel were seen as the next most important flavor trend drivers after
health, according to the industry executives surveyed for this report. Within the
indulgence trend, ethnic flavors and flavors from specific regions were chosen as the
most important food industry trends over the next five years. Provenance and ethnic
trends are merging; for some products, the labeling of international origin is moving
down to the detail of identifying specific regions within countries.
Dominance of the Mediterranean and Asia

The Mediterranean is the most popular region, and Italy is by far the most popular
country, represented in new products launched described by geography (26.6% in
2007). Products launched as Italian include pizzas, pastas, sauces, dressings, and
breads. These types of products are popular in most parts of the world including North
and South America, Asia and Europe. A common regional variation of Italian flavored
food is Tuscan. Tomato and garlic are key components of many Mediterranean and
Italian dishes and these feature in the 2007 new product top 20 flavor lists for snacks,
products claiming to be homemade and traditional, products claiming to be low or no
salt, and products claiming to be natural; showing the opportunities for Italian flavors
in products launched in all of these sectors.
192
Asia is the second most popular region, and China and Thailand the second and third
most popular countries represented in new products launched as described by
geography in 2007. Chinese food is popular all over the world. Noodles, prepared
meals, sauces and spices are important categories for new Chinese products launched.
Some of the regional variations available within Chinese flavored food include
Cantonese, Manchurian, and Schezwan. Thai flavors are popular in many food
categories including sauces, spices, salads and ready meals. These products are
available around the world. Many Thai products have red, green, yellow or coconut
curry flavor. Because of the broad acceptance and flexibility in terms of product
application, there are many opportunities for using Chinese and Thai flavors in new
products.
Another Asian flavor showing an opportunity is Indian, which is very popular

currently, and a growing flavor in terms of new product launches identified by
geography. Industry executives surveyed for this report thought that Indian was one of
the top emerging flavors in the snacks sector. Thai and Indian ethnic cuisines were the
cuisines rated as likely to have the most growth over the next five years.
Vietnamese and Malaysian flavors were identified as very new entrants and expected to
be fast growth flavors.
Ethnic combinations
Although only seen in a few products at the moment, fusions of Asian and American
(North, Central and South) flavors have potential for developing novelty and interest in
sauces, spices and snacks. These fusions are mainly found in the US, but there are
likely to be opportunities of this type in Europe and Asia.
Flavor experiences
Many consumers are more willing to experiment, and there are growing opportunities
for flavors to deliver experiences.
193
Herbs, spices and heat blends

Current new products often feature mixtures of flavors with herbs, spices and hot
ingredients (e.g. chilies, wasabi, paprika, peppercorn, curry, etc.). Chili was found to be
in the top 20 flavor list for new product launches in 2007 in the snack sector, as well as
the homemade and traditional category. Spices and spicy was found to be in the top 20
flavor list for new product launches in the homemade and traditional, low or no salt,
and natural categories in 2007. Herbs and spices featuring in top flavor lists for sectors
and categories in this report include mint, cinnamon and herb. Paprika was found to
be one of the fastest growing (2004 to 2007) flavors in the snack sector. Industry
executives thought that spice was one of the top emerging flavors in the snacks sector,
while cinnamon was thought to be one of the top emerging flavors in the bakery sector.
These mixtures and pairings can be found in new product launches across a wide range
of food products. Interestingly some herbs and spices are starting to appear in
confectionery e.g. chili and chocolate. Other examples include lavender and
chamomile in chocolate, gum and candies.
This area is one with a lot of opportunity because of the room for creativity within and
across sectors.
Stimulating flavors
Food and flavor manufacturers are interested in developing novel ingredients that
stimulate the consumer more than traditional flavors currently do. Some new products
in the confectionery, snacks and dairy categories feature novel sensations such as
cooling, warming, tingling, etc. These are aimed at both children and adults.
Consumers are increasingly expecting more from food than sustenance. Based on
trends within society as a whole, entertainment is likely to become an important
functionality of food in the future. There will be opportunities for developing products
with novel sensations, interactivity and multi-sensory (taste, texture, mouthfeel, sound,
smell) elements to surprise and delight consumers.
194
Index
aa, 31, 45, 51, 81, 145, 147
elderly, 45, 46, 47, 185, 186
Africa, 10, 20, 22, 23, 84, 167, 168, 182
ethical, 10, 20, 28, 29, 30, 31, 55, 56, 66, 115,
137, 160, 171, 185, 186
Asian, 10, 12, 14, 20, 22, 24, 98, 112, 113, 127,
157, 166, 168, 170, 175, 176, 188, 193
Firmenich, 12, 98, 101, 111, 113, 121, 122,

126, 128, 130
barbeque, 11, 13, 50, 92, 134, 185

FONA International, 44, 131, 171
Barry Callebaut, 44, 72
France, 23, 44, 45, 55, 56, 59, 104, 109, 113,
169
blackcurrant, 80, 81, 82
Cadbury, ii, 12, 25, 67, 68, 98, 101, 121, 178,
181
fruit, 11, 37, 44, 50, 51, 65, 73, 75, 76, 79, 80,
81, 82, 83, 90, 91, 93, 103, 104, 108, 111,
116, 118, 123, 138, 141, 144, 151, 152, 153,
163, 171, 173, 174, 176
Campbell Soup, 12, 42, 98, 121, 169
Germany, 29, 44, 45, 74, 114
carbon footprint, 30, 31, 173, 186
Givaudan, 12, 98, 101, 111, 112, 117, 119, 120,

122, 130, 138, 186
blueberry, 45, 79, 80, 81, 82, 147
chili, 92, 94, 138, 148, 157, 176, 194

goji, 13, 45, 134, 145, 147, 151, 152, 192
China, 22, 23, 25, 36, 42, 45, 58, 68, 76, 92,
111, 113, 114, 125, 151, 168, 180, 193, 197
green tea, 11, 50, 75, 77, 103, 145, 147, 149
IFF, 111, 113, 117, 119, 123, 125, 128, 138
Chinese, 10, 20, 23, 24, 73, 90, 125, 151, 167,
168, 178, 193
India, 22, 23, 34, 42, 45, 82, 91, 113, 114, 197
chocolate, 11, 13, 14, 26, 33, 44, 50, 52, 53, 54,
55, 56, 57, 58, 59, 62, 63, 65, 66, 67, 68, 69,
70, 71, 72, 73, 75, 76, 77, 79, 84, 86, 87, 88,
89, 92, 94, 95, 106, 108, 109, 126, 134, 138,
147, 149, 162, 163, 173, 176, 177, 184, 188,
191, 194
Indian, 10, 11, 20, 24, 42, 50, 93, 95, 157, 167,
168, 169, 170, 193
Italian, 33, 94, 162, 164, 167, 168, 169, 174,
192
cinnamon, 11, 50, 63, 70, 157, 178, 179, 194
Italy, 10, 13, 20, 29, 43, 44, 45, 54, 56, 61, 74,
103, 134, 140, 164, 168, 177, 192
coffee, 11, 50, 84, 85, 105, 106, 107, 138, 171,
174
Japan, 24, 45, 47, 56, 58, 73, 77, 80, 81, 82, 84,
92, 113, 158, 164, 167, 171, 178, 179, 180,
181, 182, 185
cranberry, 11, 13, 45, 50, 51, 64, 66, 73, 77, 93,
134, 147, 151, 192
Kettle Foods, 36
Danone, 12, 81, 98, 101, 103, 104, 197
Kraft, 12, 25, 69, 70, 98, 101, 107, 108, 109
dark chocolate, 11, 13, 50, 54, 55, 56, 62, 65,
66, 67, 68, 69, 70, 71, 72, 81, 87, 95, 106,
134, 145, 147, 173, 184, 191
mango, 11, 50, 73, 74, 79, 82, 83, 91, 95, 152,
169
195
multi-sensory, 40, 165, 177, 183, 194
strawberry, 11, 50, 51, 65, 66, 79, 80, 81, 104,
118, 152, 163, 181, 182, 184
Nestl, 12, 55, 67, 77, 88, 98, 101, 105, 106,
107, 121
Symrise, 12, 98, 111, 113, 114, 117, 123, 125,

127, 128, 130, 138, 155
nostalgia, 26, 46, 48, 165, 183

UK, ii, 10, 20, 26, 27, 29, 34, 39, 43, 44, 45,
62, 68, 69, 70, 72, 81, 89, 90, 113, 118, 150,
151, 154, 157, 169, 173, 174, 179
nut, 37, 62
Philadelphia, 26, 107, 108
US, 10, 12, 20, 24, 25, 26, 29, 30, 31, 32, 35,
36, 37, 41, 42, 43, 44, 45, 46, 54, 59, 60, 61,
62, 68, 69, 70, 71, 73, 74, 76, 77, 81, 88, 91,
92, 93, 98, 104, 105, 106, 113, 114, 136,
140, 142, 144, 146, 148, 150, 151, 157, 162,
165, 170, 171, 172, 173, 174, 176, 177, 178,
179, 181, 193
pomegranate, 11, 13, 50, 73, 77, 80, 81, 82, 95,
134, 147, 151, 192
provenance, 10, 20, 28, 29, 34, 68, 69, 117,
118, 140, 171, 173, 174, 186, 191
raspberry, 13, 66, 67, 82, 134, 147, 151, 192
retro, 13, 26, 46, 134, 184
vanilla, 11, 13, 50, 54, 63, 65, 79, 80, 81, 84,
111, 117, 131, 134, 138, 162, 180, 184, 185
Slow Food, 27, 171
varietal, 68, 117, 118, 138, 171, 173
Spain, 10, 20, 29, 44, 45, 56, 92, 103
wafer, 58, 62, 63, 67, 95
196
References
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10 (plus) trends for 2008: advances bring world to our taste buds, Pittsburg Post-Gazette, December
27, 2007
Delia cooks up a place in history, www.bbc.co.uk, December 3, 2001
Indias new status symbol, The Independent, February 12, 2008
Oyster omelettes no. 1 Taiwan snack, The China Post, November 2, 2007.
As iPod sales slow, Mac will save Apple, www.macworld.co.uk, February 26, 2008
Crit-Rev-Food-Sci-Nutr. 1993; 33(1): 3-15
European Journal of Clinical Nutrition (2000) 54, Suppl 3, S54-S63
Chemical Senses 2007 32(6):591-602
Journal of Medical Microbiology. 50(4):299-302, April 2001
10
10 Foods for a healthy, beautiful smile: protect your teeth and gums with these stellar foods - Diet and
nutrition: how to eat right, Natural Health, December 2002
11
Tea 'may fight tooth decay' www.bbc.co.uk, 20 May, 2003
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Danone Research Danone R&D at the heart of life, Company information, March 2007
13
International Dairy Journal, Volume 16, Issue 2, February 2006, pages 102-110
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14
J. Agric. Food Chem., 52 (10), 3077-3082, 2004.
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Nature Biotechnology 25, 899 901, 2007
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GM Tomato Tastes Better, Scientific American (www.sciam.com), June 25, 2007
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Am J Clin Nutr 2006;84:95135
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Dairy Products with Provenance, Milk Development Council, August 2007
198

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INGREDIENTS

Future Flavor Trends in Food

Copyright 2008 Business Insights Ltd

Drivers and the bigger picture

Top flavors by food sector

The role of food and flavor manufacturers

Key trends in food flavors

What is this report about and what is its scope?

Flavors in food defined

Drivers and the bigger picture

Travel and immigration

Nostalgia and slow food

Ethics and carbon awareness

Cooking, entertaining and eating out

Snacking and single item meals

Health and wellbeing

The effect of the older generation

The industry view

Top flavors by food sector

Bakery and cereals

Top and fast growth flavors

The role of food and flavor

Influential food manufacturers

Key trends in food flavors

Indulgence and experimentation

Other emerging trends

Consumer psychology and behavior drivers

Dark chocolate versions of core products

The number of visitors to regions and continents, (m), 2005-2006

66.3% of consumers are sometimes or always influenced by provenance and

Top flavors by food sector

The role of food and flavor manufacturers

According to industry executives, the top three companies driving innovation in

There is a movement to capitalize on opportunities in taste modulation. Senomyx is

Key trends in food flavors

There is an opportunity to spice up natural and reduced foods, as well as to bring

There are growing opportunities to use vegetable flavors in innovative ways in

There is a growing expectation for flavors to be bold, distinctive, and stimulating.

What is this report about and what is its scope?

An additional source of information is a primary research survey conducted for this

Flavors in food defined

1. Introduction: Report overview and methodology.

6. Conclusions: Analysis of the major opportunities in food flavors; and the

Drivers and the bigger picture

Drivers and the bigger

The number of visitors to Europe, Asia-Pacific, the Americas and Africa

66.3% of consumers are sometimes or always influenced by provenance and

Figure 2.1: Consumer psychology and behavior drivers

Health and wellbeing

Nostalgia and slow food

Ethics and carbon

Business Insights Ltd

Source: Author analysis

Travel and immigration

Increasing travel means increased awareness of global flavors

In December 2007, The Pittsburg Post-Gazette1 reported one of the 10 developing

Source: World Tourism Organization (UNWTO) 2007

Business Insights Ltd

Ethnic food continues to gain popularity

2009 CAGR 99-04

Source: Business Insights

Nostalgia and slow food

The role of established brands

Memories on the plate