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Symrise Consolidates Mint Offerings Under One Brand

January 18, 2013

1 Min Read
Symrise Consolidates Mint Offerings Under One Brand

HOLZMINDEN, GermanyFormulators working on products from confectionery to personal care products that are seeking a fresh cool taste can "think mint" with Symrise. The company created the new think mint® umbrella brand for all its mint offerings.

The creation of think mint allowed Symrise to bundle expertise from specialists throughout various global teams and departments. By offering a more accessible umbrella brand, customers and consumers are able to profit from the company sourcing raw materials and flavors for products with a minty taste.

As part of the consolidation effort, Symrise specialists analyzed market developments for mint flavors and consumer preferences, enabling the development of  varied mint flavor combinations for individual markets.

The company developed its own sources of raw materials for mint flavors, including menthol production facilities, to ensure stable quality of raw materials and to allow its flavor specialists to formulate natural and synthetic mint flavors, making it possible to find sustainable alternatives to natural mint oils.

"We are combining our knowledge of oral care and confectionery with think mint and are thereby creating additional value in the form of new mint compositions and combinations. Our customers will be able to position themselves with unique products on the market, that satisfy the tastes of the consumersboth worldwide and with regional variations," said Dirk Bennwitz, senior vice president of business unit sweet at Symrise.

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