Tongue travel: Driving Asian and Hispanic tastes for Symrise

By Kacey Culliney

- Last updated on GMT

Related tags Seasoning Asia

Consumers are more adventurous when it comes to flavors - they want to ‘tongue travel’ - and this has spurred our development of Asian and Hispanic snack seasonings, Symrise says.

US flavor specialist Symrise showcased two flavor ranges at Snaxpo 2013 – Asian and Hispanic – because they are both “on trend”, ​Eileen E. Simons, director of savory applications for North America said.

“Consumers are looking to be adventurous, to explore, to have instant gratification with something different. We coin it ‘tongue travel’,”​ Simons told

The two ranges aim to break down a traditional dish into a one-stop seasoning delivery, she said. “It’s almost the convenience factor coming into play as well as the experimental, adventurous side.”

Asia trend just behind Hispanic…

Simons said that Hispanic flavor development has been an area Symrise has been working on for a number of years given the increasing US Hispanic population, but the trend towards Asian flavors is something a little more new.

The Asian seasoning portfolio is still being worked on and defined by Symrise because Asia is so broad. Simons said the focus would likely be on Southeast Asia flavor influences, like Vietnamese, Thai and Malaysian.

“We are trying to target familiar, well-known Asian flavors right now so that it’s something that will resonate with consumers,”​ she said.

Symrise showcased five Asian snack seasonings at its stand – gyoza, sriracha, vanilla chai, bulgogi and wasabi.

The inquisitive Millenial

The Millenials are the target for the Asia flavors, Simons said, because they are willing to take chances and be a little creative.

She noted that the Hispanic portfolio also targets this generation but also the growing Hispanic population in the US.

Flavors to take over to Asia?

Simons said that the concept of flavor exploration and the want to try new things is the same with Asian consumers. However, the Asia flavor portfolio wouldn’t work over there because consumers want flavors that are traditionally associated with North America – like barbecue and sour cream and onion.

“There is a cross-over of demands on the two continents,”​ she said.

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