Givaudan aims to drum up interest in Kitchen Ingredients for foodie brands
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Givaudan aims to drum up interest in Kitchen Ingredients for foodie brands

Scent and flavour giant Givaudan, the company behind an enormous number of the things we smell and taste each day, is looking to push further into high-end food brands by supplying ingredients that meet specific requirements. Key amongst those requirements are ‘naturalness’ and ‘simplicity’ – consumers are increasingly educated in regards to nutrition and prefer ingredients that are “natural, recognisable [and] won’t compromise on taste,” according to the company.

Givaudan’s share price has appreciated by 9% so far this year

graph 06 givaudan

Source: Yahoo Finance

In a press release, the company said that it was offering “great tasting, natural ingredients that keep labels simple and short – and your consumers happy” under its Kitchen Ingredients portfolio. Givaudan has leveraged its “years of know-how and expertise” to deliver these “tailored, customer-specific solutions that work,” and used “well established cooking techniques as inspiration for new natural processes and culinary innovation.”

This drive into kitchen ingredients is a vital growth initiative for Givaudan, which will seek to ride the twinned trends of natural health, and home-cooked gourmet sensibilities in the global middle class, to capitalise on a number of recent acquisitions in the space. Those acquisitions include Spicetec, Activ International, Vika, Centroflora Nutra, and Naturex.

Givaudan has built up a portfolio of top-quality solutions that should let it corner the market. Here’s the company’s pitch: “We are committed to integrity and reliability, so you can be confident about your kitchen ingredient labelling, and we take a proactive approach to regulatory understanding and supporting you in your market. Our Kitchen Ingredients offer great taste, transparency, natural processing and the trust and confidence in meeting the needs for your brand.”

The only question now is whether the company’s audience will find the new range as appealing as Givaudan does.

Disclosure
Dominion holds Givaudan in its Global Trends Managed Fund.


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