Infused with hot water, the hibiscus flower develops a sweet-sour taste, similar to cranberry, and the liquid becomes a deep red color. In addition to taste and appearance, the flower gives the tea other characteristics: It is also said to lower blood pressure, has a high vitamin C content and is often used in popular medicine for colds or circulatory problems. Now this mallow plant, of which there are several hundred species, is no longer used only in tea. Especially in Europe, consumers enjoy foods and beverages containing hibiscus, which has been named one of the ten most important food trends for 2022, such as in dairy products, baked goods, chocolate confectionery, sauces and, above all, innovative beverages
The raw material has long played an important role for Symrise. Originally from Asia, hibiscus now grows around the world in tropical and subtropical regions. The company sources hibiscus from the Aswan region of Egypt, where it has worked with partner El Mahaba for more than 25 years. “Thanks to the long-standing cooperation, we have direct access to raw materials and can obtain them permanently, reliably and in high quality,” says Rania Elmy, senior purchasing manager.