Symrise opens innovation center in Dubai to shape the future of taste for food in the Middle East

German-based Symrise AG, a company that develops, produces and sells fragrances and flavorings, cosmetic active ingredients and raw materials as well as functional ingredients, has opened development, application and sensory laboratories in Dubai. The project is located at the Gold Tower Building in the Dubai Multi Commodities Center (DMCC).

The company has invested about EUR 1 million into the facilities to decode, design and deliver winning taste solutions for leading food and beverages brands that consumers love.

Symrise AG has been operating in the Middle East for many decades, which led to the first opening of its first sub-regional offices in Dubai in 2005. Since then, the company has seen double-digit growth y-o-y with its partners across the Middle East region.

The new sub-regional center is spread acrpss almost 1,000 square meters and occupies the entire lower penthouse level/36th floor of the Gold Tower.

The premises will allow the company to support diverse working styles and is split into a variety of working and meeting areas, for Symrise Middle East’s expanding cross-functional teams to interact and collaborate in a bright, modern and dynamic working environment.

The dedicated application and sensory laboratories will help the teams – from marketing, sensory and consumer insights to regulatory, technical, and commercial to continue achieving in the field of flavor and nutrition evaluation.

The sensory booths, where panelists taste, evaluate and describe flavors in application, feature state-of-the-art equipment and programs that help design solutions meeting customers’ expectations.

Dirk Bennwitz, president flavor Europe, Africa & Middle East, said: “We feel very excited to embark on the next phase of our business growth through our new sub regional center. This will help us further consolidate our strong foothold in the Middle East & Africa sub region. Our investment in the new hub, our human resources, and the ultramodern creation, development and application facilities will allow us to identify and decipher game-changing industry trends and deliver innovation to our customers across strategic categories and the future of food segments: functional beverages and plant protein.”

Sofiane Berrahmoune, director for the sub-region Middle East and Africa, and the managing director of Symrise Middle East, said: “The modern lab will help us customize products to local and regional tastes with international standards. And our advanced facilities will enable us to better serve demand in the market and optimally align our business with our customers.”