Interview: Firmenich on taste perception and its China strategy

At the Food & Beverage Innovation Forum 2019, Imad Farhat, Firmenich global vice president of Taste Platform, spoke with FoodBev about the firm’s efforts in sugar reduction and its strategy in the Chinese market.

The fragrance and flavour company has boosted its capabilities in China by signing a strategic agreement with Layn Natural Ingredients, a Chinese producer of plant-based sweeteners, flavours and botanicals.

Under terms of the deal, Firmenich has become the exclusive distributor of Layn’s natural sweetener ingredients for all international markets outside of China and for its key customers in China. According to Firmenich, the deal complements its existing strategic agreements with key players in this field.

Farhat said: “China taught us to think much more broadly about taste perception and that’s been extremely beneficial for us.”