The new Fresh Up flavours can also mask undesirable off-tastes and can enhance the fruity notes in a product, claims the company. Until now, the flavours that have been most commonly used to deliver a sensation of 'freshness' to confectionery products have been citric acid, peppermint and menthol. However, these tend to come with a distinct flavour of their own, and the cooling sensation they deliver may last longer than required, according to Wild. Cooling The company said that in contrast to peppermint or menthol, its Fresh Up flavour "does not strongly benumb the tongue but occupies certain receptors on the tongue". Its refreshing effect, it said, works through the combination of fruit flavour and a cooling effect. The cooling effect lasts between 30 seconds and one minute, depending on the application, explained a spokesperson from Wild. This compares with the cooling effect of menthol or peppermint, which lasts three to five times longer. The flavours, which are a "combination of natural flavour ingredients", can be used in any confectionery application, but are particularly suited to fruity confectionery, including jelly gums, hard boiled sweets, soft candy and fruity chewing gum. Flavour enhancement An additional benefit of the Fresh Up flavours is that they can intensify the flavour profile and the fruity note of the product, when combined with other flavouring components, said Wild. This adds a "fullness" to the product's flavour profile, explained the firm. It could also mean that less of the fruit flavour ingredient needs to be added into an application in order to obtain the desired flavour. According to the company spokesperson, confectionery manufacturers may be able to reduce fruit flavour levels by 10-15 percent. Flavour masking Fresh Up is also able to mask off-tastes that may occur in some confectionery applications, explained Wild. These include "disturbing notes" that may occur in products containing gelatin, or products with fat-fillings. Additionally, citrus-flavoured products with a long shelf-life may develop an off-taste with time. Fresh Up can also neutralise the typical sweet taste of products such as jelly gums, said the firm. Stability The new flavours, which are so far being marketed only in Europe, are available in liquid form. However, the company said that they could also be supplied in powder form on request. The flavours are used at dosage levels of between 0.3 and 1gr per 1kg of the final product. According to Wild, the flavours are heat stable and are also stable in processing conditions. They can be added into a confectionery product at the same time as other flavours. Fresh Up flavours do not have any impact on a product's shelf-life, said Wild. The company is also conducting tests using Fresh Up in beverages, and expects to have a product ready to go to market in a month.