Issue_1_2016
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ingredients 31<br />
CODE OF NATURE ® meets<br />
‘Naturally Crafted’<br />
Consumers around the world love the taste of nature. Consequently, naturalness is generally<br />
popular, both in mature and emerging markets. Symrise has always followed this trend closely and<br />
now has consolidated its resulting expertise into its strategic platform CODE OF NATURE ® and<br />
developed beverage concepts that are attractively based on naturalness. In this context, Symrise<br />
has analysed naturalness from many different perspectives: consumer needs, expert knowledge,<br />
cutting-edge technologies, application areas…<br />
Brewed creativity<br />
One field Symrise has identified in<br />
this context is craft beverages.<br />
They are one of the hottest topics<br />
in the brewing scene. In a<br />
traditional environment, curious<br />
young brewers have brought the<br />
spark of innovation to a fairly<br />
steady industry.<br />
It all got started in the 1980s in<br />
the USA. Craft brewers began<br />
creating extraordinary beers that<br />
combine tradition and innovation.<br />
The results are intriguing taste<br />
profiles – beers that really stand<br />
out from the widely marketed<br />
beers. Thus, craft brews have<br />
become the game changers in the<br />
brewing industry.<br />
The craft movement has impacted<br />
the brewing scene in many parts of<br />
the world – including European<br />
markets. Starting in the UK, the<br />
trend has now gained ground in<br />
Scandinavia and many others. It is<br />
even finding popularity in some<br />
countries that are quite<br />
conservative when it comes to<br />
brewing, such as Germany. The<br />
number of newly formed small<br />
craft breweries is growing steadily.<br />
And in the meantime, the big<br />
brewers have adopted this trend,<br />
in one way or another.<br />
Surprisingly, to this day there is no<br />
legally binding definition of ‘craft’<br />
as a term, although there are<br />
several approaches available from<br />
brewing associations that define<br />
rules for this platform. Looking at<br />
them, it becomes obvious that<br />
they have one thing in common.<br />
They acknowledge the fact that<br />
‘craft’ is closely linked with<br />
credibility and perception.<br />
Craft work<br />
To offer beverage producers and<br />
other customers both credible and<br />
well-perceived craft beverages,<br />
Symrise has collected elements<br />
that influence the credibility of<br />
www.foodmagazine.eu.com issue one | <strong>2016</strong>
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