Marketing alliance for flavour delivery

- Last updated on GMT

Related tags: Global flavours market, Flavor, North america, Marketing

US company Balchem Encapsulates has linked up with century-old
flavours firm David Michael to carve out a stronger position in the
North American microencapsulation flavours market.

Two years in the pipeline, the alliance became effective on Thursday with both companies looking to increase market share in the $5.45 billion global flavours market.

"This partnership will target applications that are traditionally challenging for food formulators,"​ Ilya Zhivkovich, national sales manager of food and nutrients at Balchem Encapsulates told​. Target applications include bakery, dairy, tea, coffee, meats and nutraceuticals, he added.

Flavours are volatile designs - with the constellation of different chemicals making for endless potential interactions with other food additives present in the food formulation. Balchem claims its microencapsulation technology can overcome these challenges.

"It's like drug delivery for pharmaceuticals," said Zhivkovich, drawing a parallel with the microencapsulation of a flavour.

Without disclosing any figures, both companies said that under terms of the agreement Balchem​ will microencapsulate a range of flavours for David Michael to be marketed under the tagline MichaelCap microencapsulated with Balchem​.

The companies will first test the waters in North America before rolling out the alliance to other markets in the world. Based on the success there we will look to other geographical areas, said Zhivkovich.

Privately-owned David Michael said the MichaelCap flavours range will include vanilla, citrus, fruits, sweet, savoury, mints, spice and cocoa.

Related topics: Market Trends, Flavours and colours

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