HEALTH AS A STRATEGY
New consumer health products and a newly established Scientific Advisory Board for Health & Nutrition: In 2010, Symrise again gave clear signals about the Flavor & Nutrition Division’s strategic focus.
When Dirk Bennwitz starts talking about hibiscus, his enthusiasm shows. “It’s rich in flavonoids and anthocyanins and has great potential with regard to cardiovascular disease – hibiscus really holds great promise!” Dirk Bennwitz is head of Consumer Health at Symrise, and what he’s talking about here is yet another product that emerged from the R&D pipeline in 2010: the new hibiscus extract that is set to enrich the food and nutritional supplements ranges in the future.
Raw materials sourced from nature
Hibiscus extract is just one example of the important role nature plays in the development of functional ingredients. High-quality botanical extracts with standardized ingredients have long featured in the Symrise portfolio, but new discoveries are constantly being added. One such is the bilberry extract that was also developed in 2010. It is standardized to contain an efficacious level of antioxidant anthocyanins, it is an active anti-inflammatory and also positively affects eye health. Another example is extract of Rhodiola rosea, or Aaron’s rod. “In traditional medicine, Rhodiola rosea is used to alleviate stress. Our standardized Rhodiola rosea extract can effectively improve concentration and attention levels, especially in stress situations. It also acts as an antioxidant, which means that it protects cells against free radicals,” says Dr. Simone Peschke, head of the Competence Center for Health & Nutrition, outlining the benefits of the new extract.
Our focus: what the consumer wants
Developing not only ingredients to satisfy specific functional requirements but also flavors for food supplements and health products are the core activities of the Symrise business unit Consumer Health. It is apt that the name of this global business unit refers to the consumer because it is the wishes of the consumers – who together constitute a changing demographic given the increasing number of elderly people in society today – that drive the market for health products. While people are striving for a healthier diet, however, they also expect industry to provide products that target specific areas: strengthening the immune system, for example, preventing stress symptoms, or helping to maintain physical fitness. Dr. Peschke: “It is important to identify these requirements early on so that we can respond with tailor-made products. Our goal: focused research and product development of maximum relevance for the consumer.”
Consumer health integral to our corporate strategy
The corporate structure of Symrise has come to reflect this consumer and health-driven approach more and more clearly after the business unit Consumer Health and the Competence Center for Health & Nutrition were initially set up, followed in 2010 by the Scientific Advisory Board for Health & Nutrition (see inset).. This last is modeled on a committee of external experts that has for many years successfully contributed to the process of innovation in the Scent & Care Division.The new bodies clearly reflect the focus of the F&N Division, which Simone Peschke sums up like this: “As far as nutrition is concerned, safety and product quality have always been essentials. Now we have broadened our outlook and taken the next step – from taste to developing healthier products, placing our focus firmly on healthy nutrition. This is actually ideal because it enables us to pursue our business strategy while meeting the responsibility we feel toward our consumers. This approach has a future – for us as a company and for people.”
