Breaking News on Industrial Baking & Snacks

News > Ingredients

Maverick Innovations bets British to secure US expansion

Post a comment

By Kacey Culliney+

Last updated on 22-Jul-2014 at 11:41 GMT

Maverick Innovations hopes to woo US customers with its range of 'very British' flavors, including banana & custard
Maverick Innovations hopes to woo US customers with its range of 'very British' flavors, including banana & custard

UK flavor house Maverick Innovations will set up a US manufacturing hub in the next five years; bolstering its presence with British flavors like banana and custard, its CEO says.

Maverick Innovations – a subsidiary of UK-based Omega Ingredients – has been conducting business in the US since last year through its partnership with The Ingredient House. However, company CEO Steve Pearce said it was ready to strengthen its hold there.

“I would certainly hope we’d be manufacturing here within five years,” he told at last month’s IFT show in New Orleans.

The company already has a small hub in North Carolina – a lab, warehouse and office space – but it is only being used for storage...for now.

“As the US market is growing, we’re holding more and more stock here. We’re putting a lot of effort and investment into having stock there."

The company's range of natural flavor extracts and concentrates can be used in a variety of products, from bakery and breakfast cereals through to beverages and ice cream.

Niche, British appeal

Maverick Innovations’ extensive portfolio held appeal, Pearce said, particularly because of its variety of British flavors – from banana & custard and Eton mess to British-sourced rhubarb, strawberry and apple. These, he said, proved popular in the US because they were “different”. 

“There’s an apple pie flavor – they understand that – but there may be others they don’t have a laugh at, like bananas and custard. Sticky toffee pudding they know very well; Eton mess takes a bit of explaining."

“… We see that as a point of difference for a lot of customers in the US; they’re not seeing these types of flavors from others.”

Legislation know-how

Pearce said that regulations on flavor use in the US were inching toward stricter European Union laws on provenance and raw material sourcing.

“We’re hearing from more and more of the food companies that the FDA and TTB [The Alcohol and Tobacco Tax and Trade Bureau] - which covers the legislation on the alcohol side - are getting closer and closer to flavor legislation as it is in Europe. So the companies here are going to need somebody who really understands how to put flavors together to meet these controls.”

Pearce added there was surging demand for natural flavors in the US.

Subscribe to our FREE newsletter

Get FREE access to authoritative breaking news, videos, podcasts, webinars and white papers. SUBSCRIBE

Post a comment

Comment title *
Your comment *
Your name *
Your email *

We will not publish your email on the site

I agree to Terms and Conditions

These comments have not been moderated. You are encouraged to participate with comments that are relevant to our news stories. You should not post comments that are abusive, threatening, defamatory, misleading or invasive of privacy. For the full terms and conditions for commenting see clause 7 of our Terms and Conditions ‘Participating in Online Communities’. These terms may be updated from time to time, so please read them before posting a comment. Any comment that violates these terms may be removed in its entirety as we do not edit comments. If you wish to complain about a comment please use the "REPORT ABUSE" button or contact the editors.

Related products

Key Industry Events


Access all events listing

Our events, Events from partners...