Symrise has established an umbrella brand for fresh taste and cooling care. ‘think mint’ is, said the company, a strategic platform for mint concepts.
Mint is, said Symrise, regarded as a symbol for cleanliness, fresh breath and cooling effects; mint affects all senses. Mint gives confectionery, chewing gum and oral care products their characteristically fresh notes. Consumers especially appreciate the interplay of cooling and freshening effects. In general, according to the company, products with a minty flavour create a feeling of pure, clean breath as well as long-lasting freshness that provides self-assurance and self-confidence.
In order to bundle the know-how from all categories of its global teams across departments, Symrise says that it has summarised this expertise under the think mint umbrella brand. Through this strategic platform, the company believes that customers and consumers will profit from the extensive knowledge about, and a long history of, sourcing raw materials and flavours for products with a minty taste.
In order to continually expand this knowledge, Symrise says that its experts are analysing how the market for mint flavours is developing and which qualities are desired by various consumers of mint products. From these, they will develop varied mint combinations with high relevance for individual markets.
As a result of volatile markets, as well as specific customer and product requirements, Symrise has created its own sources of raw materials for mint flavours, including its own menthol production facilities – ensuring, says the company, stable quality of raw materials 365 days a year.
Supplementary offerings round out the broad mint spectrum. The technologies Optacooland Frescolat SC1 provide a pleasant cooling effect, according to Symrise, while Optaflow improves mouthfeel and thus is suitable for oral hygiene products. Optafresh is said to neutralise the bacteria that cause bad breath and to give a clean feeling from all day long.
“Mint belongs to the basic components of modern and innovative products for oral and dental care. Its characteristic profile is popular with consumers, and no other taste direction provides the same feeling of purity and freshness,” said Ralf Hecker, senior vice president GBU Oral Care at Symrise.
“We are combining our knowledge of oral care and confectionery with think mint and are thereby creating additional value in the form of new mint compositions and combinations,” said Dirk Bennwitz, senior vice president of Business Unit Sweet at Symrise. “Our customers will be able to position themselves with unique products on the market, that satisfy the tastes of the consumers – both worldwide and with regional variations. With the creativity and the commitment of our employees, we can continue to expand upon this expertise.”
