Symrise has gained new perspectives on the queen of spices – vanilla. Together with six taste experts and influencers from the millennial generation, the global supplier of flavors has developed new ideas of how an age-old flavor can be used in modern cuisine.

The millennial experts were recruited from all over the world. They included the head patissier from the Michelin Guide-recommended Chiltern Firehouse in London, a tea sommelier from Italy and a multi-award winning bartender from Australia.

“This collaboration has underscored the diversity of vanilla for us,” says Yannick Leen, himself a millennial and also the Competency Director for Vanilla at Symrise. “We want to develop new, innovative, attractive and tasteful solutions from their ideas and offer corresponding extracts and aromas. We and our customers are so enthusiastic about the ideas that we will certainly continue this collaboration. Discovering new horizons, redefining and combining tastes, and creating inspiration – those are core competencies at Symrise.”

 Leen said: “The traditional and elegant taste of Bourbon Vanilla from Madagascar will remain by far the most popular vanilla flavor. It is well known by consumers, it means authenticity, quality and is the vanilla that people love.”

“We see an interest growing for vanilla from other origins like Tahiti entering the ice cream market,” he adds. “This is vanilla with a different and unexpected anisic and floral taste profile that gives consumers a new perspective.”

“When it comes to vanilla combinations, we see vanilla joining with salt, for example, enhancing the savory side of vanilla and even spices like chili.”

“Nostalgia is certainly what makes vanilla so popular: vanilla is linked with childhood, it is one of the first flavors that a child would taste. It is also an ingredient which cannot be ignored by a proper baker – be it the star of the cake or just here as a touch, vanilla is in everyones kitchen. It is part of the western food culture, and being more and more common everywher.” 

According to Leen, there are a few millennials that are interested in vanilla. “They very often see it as plain and boring, with little innovation in taste,” he says. “Millennials would like to see more fun and innovation in vanilla – which we target with our current approach.”

The experts are representative of the generation born between 1980 and 1998. about 118 million millennials live in the European unio and there are roughly two billion of them worldwide. This generation is considered the first to be truly global. Modern technology connects them across borders and affordable travel opens the world to them – and also provides them with diverse taste horizons.

Addressing the senses
Working with the taste experts from Europe, Asia and Australia allows Symrise to better understand millennials and what motivates them. The group is open to new flavors and tastes and enjoys experimenting with them. They like to eat and drink exceptional creations: things that appeal to all of the senses – in terms of their shape, color and texture.

New trends, which primarily spread via social media, have an enormous impact on today’s 19 to 37-year-olds. A growing focus for these culinary delights is an emphasis on healthy nutrition. The experts cooperating with Symrise have developed attractive and tasty vanilla product ideas for their generation and the cuisine of the future.

Combined with spices
The young specialists thought it was time to rediscover vanilla as a spice. The goal is to realize the full taste potential of the other ingredients – giving them real depth and unexpected complexity. Because vanilla brings both an earthy as well as a flowery basic note. It may thus replac black pepper in the kitchen and goes very well with salt. Spices and salt together, pronounce a delicate sweetness in fish – for instance – or stimulate the sense of taste for umami if sprinkled over tomatoes. Salty vanilla also has a delicious impact on sweet dishes. For instance, it serves as an ideal counterpart to the tangy taste of chocolate. Its flowery notes complement the flavor of fruits, creams and puddings.

In a recent interview with The World of Food Ingredients, Heinrich Schaper, Executive Board Member & Global President Flavors, Symrise noted how the vanilla market was particularly successful for the company, as it has its operations on the ground in Madagascar and extensive farmer support programs. “We support about 7,000 partner farmers and their families in helping them in how they do their growing and ensuring that they do not harvest beans too early and cure them in the right way. This high level of engagement helps us achieve security of supply and a sound quality base, which our customers really appreciate,” he notes. 

“With the ups and downs of the vanilla market, we tend to stay away from the wheeling and dealing and establish longer-term partnerships with our customers. This ensures that we have business relationship stability and appropriately manage price fluctuations, in order to create the benefits for our customers of that kind of long-term business model,” Schaper adds.

Earlier this week, journalist featured a special report on vanilla innovation resurgence, even as supply chain challenges mount.