PROVA, worldwide leader in conceiving and manufacturing extracts and flavours of vanilla, cocoa, coffee and other Gourmet notes for the food industry, will launch the production of its concept of vanilla flavouring PROVANIL specially tailored for the Indian market.
The synthetic vanilla flavouring PROVANIL has been commercialised worldwide for more than 25 years, having given evidence of its performance and competitiveness. PROVANIL is a good balance between natural and artificial, and provides a complete alternative to either synthetic or natural vanilla flavouring systems, offering a technical and cost efficient substitute for use in the chocolate, bakery and biscuit dough, cereals and premixes. Its success relies on its ability to enhance the taste of finished foodstuff while providing heat resistance and fat solubility. PROVANIL is combining flavouring strength and sweetness.
PROVA’s choice to produce this new version of PROVANIL in India has resulted from two main reasons: a thorough market analysis that showed there was a booming market for this concept of a cost-effective and easy to use vanilla flavouring in India and a decision to increase its competiveness while minimizing customs fees, and logistics and administrative costs.
Considered one of the most prestigious spices worldwide, vanilla has become a prime flavour in many countries thanks to its unique taste and its multiple culinary applications. In India, the status of vanilla flavour is moving from a commodity to a premium flavouring system. Demand is growing from consumers who want to get the authentic vanilla taste in the finished products they are consuming. Thus, while the market share captured is expanding, it has prompted the food industry to enhance the vanilla flavour altogether, whether synthetic or natural.
Benefiting from this context, PROVA has been present in India for one year and a half through its subsidiary in Bangalore already in charge of commercial and logistic activities. This choice of location reflects also the wish of the company to be closer to the place of production of a rare variety of vanilla in the world. PROVA has been indeed a significant buyer of Kerala and Karnataka vanilla and continues to purchase vanilla from these states, when pods are available.
