Issue link: http://read.dmtmag.com/i/694455
38 STiR tea & coffee industry international / Issue 3, 2016 (June/July) Delivering the right flavor profile includes identifying challenges in the base product, whether it is a tea with a high tannin level or a slightly less palat- able robusta. Products such as Sensient's Smoothenol are used to enhance the palatability of some beverages. For example, applying the product en- hances robusta, giving it a nicer taste. "Smoothenol is used to mitigate some of the aspects that may be seen as a negative," says Smith. "We can modify the base a little bit, so that we can deliver the taste that the customer is look- ing for." This is where the true expertise shines through as the sensory team needs to understand the nuances of the flavor that their customer desires and in turn deliver them. Designer flavors "Flavor profile is a very personal, subjective, criteria, ultimately it depends on what the customer wants," says Anne Perreault, senior flavorist at Foodarom. Part of delivering signature flavors involves conducting taste trials with cus- tomers to determine the exact flavor note that the customer is seeking. Flavor Waves goes through a similar process investing the time to under- stand the exact nuance of flavor the customer is seeking. "They may come in saying we want a mango flavor," says Abrams. "We will then ask them to describe the flavor, is it a sweet ripe mango? an under ripe note? or a mango that has a snappier taste?" The goal for all in the industry is to get an accu- rate description of the flavor so that they understand what the consumer is expecting. "To design custom flavors, you have to have patience, and be willing to invest the time to allow us to tweak the flavor," says Abrams. "Our goal is to design a superior, delicious flavor, but the cus- tomer has to be willing to allow us to work with you, until we build the particular flavor, perfectly." Responding to the customer Today's label savvy has driven a shift in the in- dustry with more and more companies consider- ing natural flavoring, gluten free, non-GMO, and organic. "There needs to be a conversation about the use of the product first beginning with which regulatory requirements the product needs to ad- here to," says Perrault. Knowing these require- ments upfront will ensure that the flavor selected conforms to the ethos of the company. Another factor that draws these consumers in shares Sue Quach, Sensient, is the story behind the product, whether it's a Sicilian lemon harvested by hand, rain forest alliance or another quality that reso- nates with them. "Telling a story behind the prod- uct responds to the consumer's need to connect with their product," says Quach. It is about understanding the customer's mar- ket, their demographics and in turn what they are currently looking for when it comes to a product. Lisa Taake, director of business development, Beck Flavors, emphasizes that before creating a flavor they take the time to understand the market that the product is going into. "We ask questions up front," says Taake," so that we understand the parameters the customers are working with." The wild west of flavors Perhaps one of the most exciting things about the hot beverage industry today is that almost any- thing goes. "Millennials want different flavors and different profiles, something that they haven't seen," says Quach. "They are more receptive to putting twists Capturing the essence of fresh flavors Top Tea Flavors Passionfruit Mango Lemon Raspberry Earl Grey/Bergamot Cinnamon Peach Peppermint Watermelon Orange Spice Pomegranate Strawberry Guava Top Coffee Flavors Hazelnut Cream French Vanilla Vanilla Nut Cream Caramel & Caramel combination flavors Cinnamon Hazelnut Cream Hawaiian Hazelnut Toasted Southern Pecan Cream Vanilla Macadamia Nut Chocolate Macadamia Nut Chocolate Mocha & Truffle flavors