Symrise Joins with Shan Foods to Influence Pakistan's Future Food Preferences

  • May 3, 2023
Symrise Joins with Shan Foods to Influence Pakistan's Future Food Preferences

Symrise and regional producer Shan Foods, Pakistan, have entered into a cooperation. Leading local and international food brands that are highly regarded by consumers are the target of this collaboration's winning flavor solutions. For many years, Symrise has been doing business in Pakistan. This local partnership demonstrates its ongoing dedication to the nation. Since 2005, Symrise has had yearly growth in the double digits with its partners across the Middle East and Pakistan.

Both parties hope to advance Pakistan's taste, nutrition, and health food technology by working together. Additionally, Symrise and Shan Foods want to outpace the market growth trajectory anticipated over the following few years.

The objective of the cooperation is to:

  • Support key clients with quick market entry and local manufacturing presence,
  • Use Symrise's experience in taste, nutrition, and health to build consumer-driven winning concepts and flavor solutions for high-growth categories of food and snacks. Leverage the best of science and nature.
  • Using backwards integration models, local sourcing models, and delivery channels, create sustainable employment opportunities.

President of Food & Beverage Europe, Africa, and the Middle East Walter Ribeiro commented on the relationship, saying: "In the context of unstable supply chains internationally, Symrise has dedicated itself to strategic alliances. They will help our customers reach consumers with their successful brands in a timely and economical manner. With Shan Foods in Pakistan, we are really eager to start the next stage of our company expansion. We will be able to further solidify our position throughout the Middle East and Africa thanks to this. We value Shan Foods as a leader in the Pakistani food industry and look forward to our successful future together.

As part of the cooperation, the businesses will concentrate on creating, introducing, and marketing transformative food items. All-purpose spices, bouillons, processed meat, snacks, and quick noodles fall under this category. 220 million people are fed by Pakistan's food sector, which also supports a vibrant youthful consumer base that is increasingly urbanizing and changing important consumer behavioral patterns. Key customer demands include convenience and authentic flavor. As convenience goods change, so does consumer desire for healthier, lower-fat, lower-sodium products with components that may make claims about their origins and functional advantages. Local sourcing is preferred in these products.

In addition to having a significant manufacturing presence in over 75 countries on 5 continents, including Pakistan, the UAE, KSA, and the UK, Shan Foods is also the market leader for recipe mixes in both those nations. Shan takes pride in always adapting and inventing to meet the demands of its customers while maintaining the same natural flavor and scent. Their cutting-edge manufacturing, sensory, and creation facilities spread the flavor of Pakistan around the globe. "We have made investments in Pakistan, including a manufacturing plant with quality management systems and a research, development, and application laboratory. According to Sammer Sultan, co-chairperson of Shan Foods, "our cooperation with Symrise strengthens our position as a brand that consistently explores new ideas, fosters culinary innovation, and develops tastes in Pakistan.

In the Middle East and Pakistan, Symrise AG has successfully established itself as the key force behind the development of the food and beverage sector. "Only by consistently investing and broadening our reach could we do this. As Vice President for Africa and the Middle East Sofiane Berrahmoune asserts, "Today we are stronger than ever and determined to co-create profitable, strategic, and sustainable development with our customers, leveraging our powerful global presence with our winning local flexibility, market, and consumer expertise.