Givaudan launches 'mega-trend' flavour programme

By Lorraine Heller

- Last updated on GMT

Related tags Nutrition Flavor Fruit

Givaudan has launched FlavourVision, an initiative designed to
consolidate information from a number of internal research

FlavourVision is expected to be available to customers early next month, said the firm.

The new tool aims to act as an "umbrella program"​ , integrating the company's global information resources into a central pool of reference. This will be divided into three "mega trend"​ platforms, which will each provide examples of flavours and product types expected to take off during the year.

"This is a way for us to take a lot of really good knowledge and turn it into relevant trend information that will help food and beverage manufacturers understand flavour trend directions,"​ said Givaudan's Jeff Peppet.

"It will contain a huge amount of cross-regional information that will get deeply into the major categories identified.

The three categories within FlavorVision are termed Wonderland, Pleasure Principles​ and Body & Soul​, and each deals with major consumer concerns and how these translate into food and flavour.

Wonderland​ focuses on the desire for new experiences, including ethnic and exotic, as well as a multisensoral eating experience, said the firm. According to the FlavorVision 2007 forecast, this category includes flavors such as guava, mangosteen, acai berry and smoked paprika.

Pleasure Principals​ encompasses different levels of indulgence, from simple pleasures such as texture, through to a more complex, upscale indulgence seen in extravagant, adult tastes. Flavours in this category for the year ahead include caramel, coffee, vintage spirits and bitter chocolate.

Body & Soul​ focuses on the consumer concern for health and wellness, and includes flavours associated with a perception of a healthy mind and body. Flavours include those from foods with a high water content, such as cucumber or watermelon; nutrient dense foods, such as almonds; antioxidant berries and fruits, such as pomegranate; as well as flavours associated with healthy regional diets, for example the Mediterranean diet's focus on olives.

Although the programme provides a general global database, the firm said it is easy to customize to individual regions.

"Every region around the world has a different way of looking at the market and interpreting it, but the trends are essentially the same. What is different is the way these are manifested in different markets,"​ said Givaudan's global marketing manager Jennifer Weyand.

"We have set up a framework for each trend, as well as a database that can be customized for each company, market or product. It's a broad way to pool our knowledge and make it relevant to our customers,"​ she told

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