Meet the exhibitor: Bell Flavors and Fragrances EMEA

Taste solutions for less sugar, culinary excitement and more healthy food

A growing number of people is looking for more healthy food: less sugar or salt, more superfoods with high nutritional content. At the same time, consumers are demanding tasty high quality food. Agneta Hoffmann, Teamleader Marketing Flavours at Bell Flavors & Fragrances gives an insight look how this German-based company develops ingredients with which the food industry can respond to these trends. Bell is one of the oldest manufacturers of flavors and fragrances; the roots of the company go back to 1829 in the German town of Leipzig. Today, the family-owned company is serving the whole EMEA region and has affiliated companies around the world.

One of the trends in the food industry is, also pushed by legislation, less sugar in food. How does Bell support the customers with this challenge?

“At Food Ingredients Europe we introduce our natural REDsugar range. This is a functional taste solution for reducing sugar in beverages, dairy applications, ice cream, bakery products and sauces. Sugar is responsible for the sweetness perception and impacts other major sensory attributes within a food product. So, it is not easy to develop a natural alternative that delivers the same taste experience. REDsugar flavors keep key sensory characteristics within the application, but the sugar content can be reduced by at least 30%, depending on the application.”

Why is less sugar so important for food companies?

“Because according to market data, almost 90% of global consumers pay attention to sugar, sweeteners or related claims when choosing food and drinks. Growing aspirations for healthy, natural food varieties and increasing concerns on sugar intake are driving the food industry to respond with reformulation of new products, that contain less sugar. In many countries in Western Europe governments have set up taxes on sugar-sweetened products, thus making reformulation inevitable. This trend started in the beverage industry, but is currently expanding in other categories, such as dairy products, ice cream and bakery and even savory products.”

Another trend is that of superfoods, like hemp-based food. Do you see this trend also in Europe?

“According to market data, the global hemp-based food market is expected a growth at a CAGR of 24% in the coming years. The hemp trend is going mainstream. New product launches are driven by categories like snacks and energy bars, breakfast cereals and bakery products as well as sauces and seasonings. In Europe Germany and France are the most active countries regarding hemp-based food. We expect that this, together with the buzz around CBD (Cannabidiol) is likely to fuel future innovation in food and beverage developments. At the Bell booth you can find a new range of natural hemp flavors and extracts that respond to the hemp-megatrend and deliver authentic taste experiences for product creations.”

As Bell Flavors and Fragrances is a German-based company with a long history, are you also developing new ingredients for beer breweries?

“Definitely. At Food Ingredients Europe we will show a technological solution for creating naturally cloudy beer products. These solutions will be complemented by a variety of hops extracts for delivering authentic taste characteristics and functional attributes.”

 Bell Flavors and Fragrances will be exhibiting at booth J141 in hall 6.

Organic standards differ worldwide