Create Flavours - Natural Division

Naturally leading...

Clevedon based flavour company Create Flavours have restructured their business to incorporate a Natural Flavours Division to meet the growing demand for Savoury and Sweet Natural flavours from their customers.

"We always listen very carefully to what our customers are telling us" states Create Flavours MD, Jon Jones. "Today's consumers are more aware than ever of the authenticity of food". The health and well being trend continues to be a major driver towards consumers preference for all things natural, as a consequence natural flavours will increasingly be the norm as consumers demand ever more natural products.

Recent research conducted by the company concluded that the demand for natural flavours will increase by over 35% in the next 3 years.

"Create Flavours have a very strong position in natural flavours, the products created and manufactured by the company are leading edge and highly competititive, however we need to ensure that our business is structured to support this phenomenal growth expectation" said the commercial team. "We feel that by creating a separate division with its own set of strategic objectives geared solely around the development and growth of the Natural Flavour market, we will create a unique competitive advantage over our main competitors within this market place."

The division will be overseen by the commercial team and it will be tasked with focusing on and developing the following areas:-

• Ensuring that Create Flavours remain "leading edge" in the Natural Flavour market.
• Identify future, but relevant, flavours based on the latest market trends.
• Identify voids in our current natural collection.
• Source new raw material in order to optimise taste.
• Constantly upgrade the natural flavours collection.
• Track existing and future legislative detail regarding natural flavours.

"As the Natural Flavours Division of Create Flavours evolves it will enable us to push the boundaries of both sweet and savoury natural flavour creation to another level, it will allow us to meet the continually changing needs of our customers more efficiently and effectively, but most of all it will provide our customers with ultra high impact, clean and natural tasting flavours which will add 'real' value to their respective businesses."