Givaudan targets 50% sugar reduction for new flavour techniques
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Givaudan targets 50% sugar reduction for new flavour techniques

Fragrance and flavour giant Givaudan, the company behind many of the tastes and scents we encounter in daily life, has unveiled a new set of flavour techniques that aim to deliver a 50% reduction in sugar without the need for added sweeteners. The company has a huge showing in the confectionary market, supplying a variety of ingredients to big names in the space, and this innovation is geared largely towards it. Givaudan says that the new techniques will leverage its “understanding of sweetness” to deliver lower sugar while maintaining “consumer preference”.

Givaudan’s share price increased by more-than 2% last week

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Source: Yahoo Finance

Givaudan said it worked with leading chefs to develop the new techniques, and took inspiration from the high-end of dining – Michelin-starred collaborators. The company described the identification of “non-typical natural ingredients and food techniques that created more complex, full bodied, or impactful tastes” and used them to deliver “flavours so good, that the reduced sweetness wasn’t missed.” In the process of doing this, Givaudan had to understand and quantify sweetness as never before, developing “a new, proprietary, sensory-profiling methodology – the Holistic Language”.

Explaining the rationale behind the new product, Nely Vasblom, Givaudan’s product manager for beverages, said: “Increasingly the food industry is being challenged by the public and regulators to play its part in reducing sugar consumption. In Europe and across the Middle East and Africa we have seen fiscal measures, such as taxes introduced on sugar sweetened beverages, to encourage people to consume less sugar."

“Alongside this we have also seen consumers becoming much more conscious about what they eat, seeking out healthy, low sugar products that don’t use sugar alternatives and a shift in taste preferences for some consumers, towards less sweet drinks and products."

“It is this underserved consumer space that we have focused on to deliver natural, less sweet products with a fully satisfying taste. We think this will offer an exciting new approach for our customers seeking to address the challenges of sugar reduction.”

Dominion holds Givaudan in its Global Trends Managed Fund.

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