Bell invests in 'creativity, innovation and reliability'
The family-owned flavours and fragrances group said investments are being made to boost its “primary objectives” as it focuses on “creativity, innovation and reliability”.
2020 Strategy: ‘Maximum reliability and effectiveness’
Bell noted that an “important part” of its 2020 Strategy is to invest in its infrastructure in support of innovation efforts. Investment in logistics ensures it can deliver the “highest reliability and maximum effectiveness”, the group claimed.
The company pointed to the “state-of-the-art” 4,200 square metre logistics centre that it opened in 2017.
“Modern warehouse management systems and technology enable efficient logistics and are therefore an important element for a smooth and successful cooperation with our business partners - customers and suppliers alike,” Raymond Heinz, president of Bell Flavors & Fragrances, said.
“The new logistics centre is the largest single investment in Bell’s history in the location in Germany and part of an extensive strategic investment program that not only improves the future viability of our location, but also further expands our position in the industry.”
Bell also created additional capacities by investing in a new mixing plant in the production section for liquid large scale mixing.
“At the same time, quality assurance was also equipped with state-of-the-art technology in order to continue to meet the industry's highest standards and fulfil the increasing requirements as a reliable business partner,” Bell said.
Combining market insight and technological know-how
According to Bell, the “key to further success” is an effective combination of market- and consumer expertise and technological leadership. This allows the group to formulate “innovative and trendsetting” product solutions.
Without providing details on the scale of its spending in this area, Bell said it is investing in deepening its expertise by further expanding its application technology.
For example, in the beverage space, the acquisition of a new carbonisation system enables Bell to carry out “improved and realistic application tests” in the laboratory and to prepare product samples according to cutting-edge industry standards. Bell said this competence in soft drinks and other carbonated beverages will enable it to meet the needs of a growing sector, with compound annual growth of 3.6% expected globally.
Bell Flavors & Fragrances EMEA will also expand its competencies in market and consumer research within the next two years, focusing on sensory consumer insights, the company said.
Within the efood and beverage industry, the field of sensory analysis and performance research is gaining importance. “Purchasing decisions nowadays are made including all senses and above all taste plays a vital role. With the strategic expansion of the sensory department, Bell is taking future-oriented actions strengthening its position as a competent partner for its customers,” the company said.
Bell also committed itself to further strategic investments in Leipzig as well as within its global operations to continue the program, in the long term. “The continuous optimisation of its product portfolio in the course of future-proof developments for beverages, food products, perfume, household care and personal care products is just as much a focus as the expansion of Bell’s technological expertise. Thus, enabling Bell to secure its role within the industry and continuously act as a reliable and trusted partner in the future.”
