Synergy pastes to counter 'bland' taste of health

By staff reporter

- Last updated on GMT

Related tags: United kingdom, Flavor, Europe

Synergy is expanding its ethnic flavours offering with a new line
of pastes intended to help manufacturers counter the perception
that healthy foods are bland by definition.

According to the company, a division of Carbery, taste and health are the twin purchasing motivators for consumers today. "It's getting much harder to identify what's most important for consumers these days,"​ said John Godwin, commercial director of savoury ingredients. "In reality, consumers don't want to have to choose between the two. "Synergies pastes allow manufacturers to offer the best of both worlds, while achieving differentiation, quality and cost savings."​ The pastes, which are suitable for use in ready meals, soups, sauces, bakery, mayonnaises and savoury snacks, come in nine varieties: BBQ, Spicy BBQ, Chipotle, Firecracker, Harissa, Mediterranean, Mexican, Moroccan and Tomato. Since each of the pastes is a "pre-assembled ingredient package",​ this can cut down on time and associated costs. "In addition, their clean label declaration caters for the 'natural' preferences of today's health conscious consumer,"​ said the company, Synergy introduced a curry paste range towards the end of last year to provides a one-stop solution for authentic curry tastes that eliminates the need for multiple spices and ingredients. This launch was leveraged on clean-label attributes (free from acetic or citric acid present in many traditional pastes), as well as the growing market for ethnic foods. A new report from Leatherhead Food International, called The EuropeanEthnic Foods Market,​ values the Western European market at €4.12bn in 2006. Of the countries included in the research (UK, France, Germany, Italy, Spain, Germany and the Benelux and Scandinavian countries), the UK was found to have the largest and most developed market, worth €2.34bn, followed by France and Germany. The growth in ethnic spells particular opportunities for flavour companies, given the strong association of certain taste profiles with oriental foods. Chinese/Oriental food makes up the biggest slice of the market, accounting for 42 per cent. In April Synergy announced the opening of a new technical centre in Thailand, a resource intended to help it tap local Asian markets and to lend its knowledge of western markets to manufacturers wishing to export to Europe. It also has production, R&D and technical facilities in Europe and the US, serving its global client base.

Related topics: Market Trends, Flavours and colours

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