News

Symrise invests in Califormulations

17 May 2019

Symrise has announced the company’s investment in and the creation of a strategic partnership with Califormulations, a platform designed to deliver end-to-end beverage innovation to consumer packaged goods (CPG) companies and their brands.

Paul Graham, President, Symrise Flavor North America, said, “Major packaged goods companies put their focus on agile innovation to help fuel growth around their core brands. Agile venturing and creative innovation sprints will replace the traditional and often time-consuming ‘stage gate’ innovation funnel and are changing innovation sustainably.”

Califormulations is said to fully embrace this approach, as it is run by an industry experienced management team and built on a business model that is designed for speed, agility, flexibility and focused innovation, with each investor harnessing specialized expertise.

The new platform is claimed to combine beverage expertise and innovation capabilities with the ability to quickly develop shelf-ready, scalable products. Customers will have access to the expertise located at three locations: the newly formed Califormulations location in Columbus, Georgia, with 100,000 sq ft for beverage development, multi-purpose production, pilot scale flexible bottling and shelf-ready, scalable packaging; Symrise’s regional headquarters in Teterboro, New Jersey, providing global expertise in flavor solutions, including taste for sugar reduced products; and the specialized Symrise Beverage Center in Laguna Beach, California, to inspire creativity in beverage product concepts.

Utilizing the expertise located at these three locations, Califormulations, in cooperation with Symrise, will deliver a rapid innovation approach composed of four integrated parts: Insights & Design, Prototyping & Evaluation, Development & Production and the Activation Ecosystem.

Graham concluded: “The complementary capabilities of Califormulations will foster innovation and scale new, successful brands quickly.”