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Malty without the malt: Symrise maltless beverage targets Middle East market

By Caroline Scott-Thomas , 04-Mar-2013
Last updated on 04-Mar-2013 at 10:47 GMT2013-03-04T10:47:55Z

Malt beverages in the Middle East: Symrise
Malt beverages in the Middle East: Symrise
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Alcohol-free malt beverages are big business in the Middle East and there were plenty of varieties on show at Gulfood last week. Symrise brewmaster and category development manager Wilhelm Resanovic caught up with FoodNavigator at the show, where the company showcased a malty drink - without the malt.

Resanovic said the malt beverage market accounts for about 20% of the total beer market globally, and about 50 to 60% of that demand comes from the Middle East. 

However, the quality and supply of malt is variable and can therefore affect price. In response, Symrise has developed a malt-like, beer-like soft drink called ReadyBrew, which is not based on malt and allows consistent quality and lower cost.

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