Symrise 360º Series receives Food and Beverage accolade in the 2022 Middle East International Business Awards

The food ingredient manufacturing company continues to create next-generation beverage taste and functional solutions with a local consumer insight-led approach.

Consumers are becoming savvier about what they eat and drink. They are looking for food and beverages that benefit them and the planet. They are now craving less sweet, lower-calorie, and functional beverages that guarantee premium taste and experience.

Considering that, Symrise 360º Series launched online to bring together cross-functional experts from across the world on a one-of-a-kind virtual platform to “decode, design, and deliver” winning beverage tastes for Middle Eastern consumers. 

During a period of decreased face-to-face interaction and innovation sessions with customers, Symrise provided product samples shipped to industry experts’ homes and offices. It inspired them with innovations that respond to evolving market dynamics and consumer behaviour through its product launches.

On the first day of the event, around 215 attendees from 43 beverage companies from the GCC and beyond attended, with over 1000 beverage products shipped across the region. As a result of the event’s success, Symrise Middle East has hired additional people to manage the increase in customer requests and support with regulatory challenges, sensory validation, and consumer insights.

Symrise continues to adopt an approach that provides its customers with unlimited access to marketing strategy, sensory and consumer insights, as well as regulatory guidance, technical consultancy, and supply chain insights.

To bring validated winning tastes to the market, Regulatory and Consumer Insights from across the GCC strongly supported all developments with Social Listening, Face to Face interviews, Concept Scanner, and Focus Group Discussions.

Customers across the region have lauded this level of consumer validation and go-to-market support. This has led to several innovations that serve consumers in terms of taste, functionality, and health. As a result, Symrise has achieved to enter the Food and Beverage category at the Asian Business Review’s Middle East International Business Awards 2022.

The awards program aims to celebrate the achievements and recognise the contributions of outstanding foreign firms to the Middle East economy.

Symrise produces around 30,000 products across the world based mainly on natural raw materials like vanilla, citrus fruits, onions, fish, meat, blossoms, and plant materials, as well as functional ingredients. This brings the taste from sustainable resources, mastering the nutrition to deliver health every day, everywhere.