FIRMENICH MAKES HEALTHY TASTE DELICIOUS WITH ADVANCED NATURAL FLAVOR SOLUTIONS FOR HIGH PROTEIN BEVERAGES
Princeton, NJ, USA; October 12, 2017 - Firmenich, the world’s largest privately-owned company in the flavor and fragrance industry, has officially launched its Protein Shield Flavors, a new line of natural flavor solutions aimed to help developers address the challenges they face when creating beverage products with high protein content.
“These natural solutions confirm Firmenich’s deep commitment to advancing health and wellness,” said Chris Millington, President of Flavors. “By making healthy taste delicious we aim to make the healthy choice easier for consumers.”
High-protein beverages provide essential nutrients and have become one of the fastest growing drink categories, with global launches increasing 35% from 2012 to 2016. However, the bitter and astringent taste of protein is rarely appealing to consumers. Even though formulas have improved, it remains a challenge to completely restore the flavor profile to where consumers expect it to be, which is where Protein Shield Flavors can make a difference.
Firmenich’s Protein Shield Flavors combine key tonalities with the company’s TasteGEM® technology, masking the impact protein can have on taste buds. They have been specifically developed to address the intrinsic bitterness, astringency and dry mouthfeel of a number of proteins, while also enhancing the overall flavor profile.
Protein Shield Flavors can help the company’s clients design successful high-protein products, from powder mixes to premium convenience foods, by addressing the following key criteria:
- Delighting the Consumer: Taste is the number one driver for liking a protein-containing product
- Natural: Protein Shield Flavors are all natural
- Health & Nutrition Support: Protein Shield Flavors help to mask not only proteins, but also other functional ingredients used in Sports & Nutrition products
- The Protein Shield portfolio is one of many offerings the company has to help improve the nutritional profile of food and beverages. Protein Shield Flavors were also the recipient of the ‘Most Novel Food Ingredient’ at the 7th Annual Sports & Active Nutrition Summit, held in the Netherlands in the summer of 2017. The summit brings together major players from the food and beverage industry to focus on the future of the sports and active nutrition market.
Firmenich is the world’s largest privately-owned company in the fragrance and flavor business. Founded in Geneva, Switzerland, in 1895, it has created many of the world’s best-known perfumes and flavors that billions of consumers enjoy each day. Its passion for smell and taste is at the heart of its success. It is renowned for its world-class research and creativity, as well as its thought leadership in sustainability and exceptional understanding of consumer trends. Each year, it invests 10% of its turnover in R&D, reflecting its continuous desire to understand, share and sublimate the best that nature has to offer. Firmenich had an annual turnover of 3.34 billion Swiss Francs at end June 2017.