Symrise brands its citrus offensive - Naturally

By Jess Halliday

- Last updated on GMT

Related tags Citrus Flavor

Symrise has unveiled a new global brand for its citrus flavours,
Naturally Citrus - the next step in a 'global citrus offensive'
announced earlier this year.

The flavours and fragrance firm announced in April that it is constructing a Global Citrus Center in Sorocaba, brazil, close to the source of high-quality, natural fruits in Brazil. The new brand brings together its 'palette' of citrus flavourings under one umbrella - in just the same way as the centre is intended to be the physical hub of Symrise's citrus technology innovation and investments. "We have combined our decades of experience and the entire extent of our citrus expertise in Naturally Citrus,"​ said global president of flavour and nutrition Dr Heinz-Juergen Bertram. The brand concept has three underlying strands to it. 'Uniquely Yours' gives customers the wherewithal to select citrus flavourings that suit their particular needs using innovative and well-established techniques such as multi-concentrated oils. "It allows them to give their own brands a customized profile with an exceptional authentic taste that clearly sets them apart from the competition,"​ said Symrise. "Freshly Made"​ bring attention to the proximity of the citrus centre to the source of citrus fruits; 50 per cent of all the world's oranges hail from Brazil. And "Proven Stability"​ highlights Symrise's underlying technologies like encapsulation, isolation and extraction, that aim to keep the flavour profile constant for longer. One of the top four flavours and fragrance companies in the world, Symrise has a dedicated citrus innovation team. The new centre in Brazil will provide a base to bring together Symrise's basic in-house research and new in-house technologies. Plans for the site include a 30,000 square metre facilities for the development and application technologies divisions, and pilot plans for various processing technologies. Although the hub of Symrise's citrus activity is to be in Brazil, the company is reaching out to its global consumer base by setting up Citrus Showrooms in Holzminden in Gemany, Teterboro in the US, and Singapore - as well as one in Sorocaba. Following a period of restructuring, the company announced that sales grew by 7 per cent in 2006 to reach €1.229bn - a figure largely attributable to the successful implementation of its realignment. Its flavours and nutrition division reported a strong 7.5 per cent increase in sales, to €583m, in 2006. Adjusted EBITDA rose from €105.7m in 2005 to €130.3m in 2006.

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