Firmenich opens new innovation center in China to tailor products for local tastes

CHINA – Global fragrance and taste company, Firmenich has opened a new customer experience studio in Guangzhou, China to support demand for localized fragrances & health-conscious products. 

The studio which is  Firmenich’s first in Southern China will bring the Group’s commercial, marketing, and creative teams under one roof in Guangzhou, enabling a faster response to customer needs. 


Studio Guangzhou joins Firmenich’s network of world-class manufacturing, innovation, and creation centers in the country, offering a new level of support to the needs of customers in Southern China. 

 The facility will focus on immersing customers in emerging trends, technologies, and smell and taste experiences, grounded in Firmenich’s consumer insights. 

With more capabilities on-site, Firmenich believes customers in South China will be able to co-create tailor-made solutions for the evolving tastes of their consumers, in the form of best-in-class creations and innovations. 

Paul Andersson, President, Firmenich China in a statement noted that the opening of a customer-centric facility in Guangzhou reinforces the company’s strong commitment to the country, the economy of Southern China, and the fast-growing customer base in the dynamic South. 


China being a strategic market to Firmenich, the new studio is also timely as it will enable the company to deliver a diverse range of benefits to an even wider base of consumers.  

The consumers are also anticipated to increase even further as China is currently experiencing a rising demand for natural food flavors.  

Additionally, consumers in the Asian country are increasingly avoiding artificial colors and flavors that are incorporated into different food categories, for health reasons.  

Most of the food flavors are used in bakeries and confectionery, which has made food flavors an extremely lucrative market for the manufacturers in the industry. 

As a result, Mordor Intelligence projects that The Chinese food flavor and enhancer market will register a CAGR of 4.0% during the forecast period, 2020-2025, providing new growth opportunities for Firmenich. 


“Firmenich is working with its customers to shape the future of fragrance and the diet transformation of taste and beyond. We are thrilled to see China poised to become a leading consumer market globally, and this center is a key step to work more closely with our local customers,” commented Emmanuel Butstraen, President, Taste & Beyond.  

“Alongside our data-driven consumer insights tailored to unique local needs, we will be very focused on providing best-in-class innovation for healthier food, including sugar & salt reduction and plant-based products, with authentic and delicious local solutions.”  

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