Issue_1_2018

ingredients 17
discovery themselves, have their
own experiences: and they don’t
want the older generation to tell
them what they should enjoy.
Young people want to experiment
with food and create new things.
They also expect food to appeal to
all their senses – through its
colour, shape and texture. This
trend has the potential to
revolutionise food manufacturing.
Millennials want to share their
experiences with new products
and their search for previously
undiscovered taste horizons on
social media platforms such as
Instagram. Their peers react to
this, want to learn from it and,
ideally, also become creative
themselves.
What does this generation think
about vanilla?
Millennials tend to associate
vanilla with being outdated. While
they often say that the spice
reminds them of their childhood,
that can also mean they associate
it with their grandmother’s
cooking. Likewise, they describe it
as ‘plain’ and ‘boring’.
Symrise is working together with
millennials
Why is Symrise collaborating
with millennials?
Symrise worked together with a
group of leading food and taste
experts who are considered social
media influencers. There were
three reasons behind this. First, to
‘reinvent’ vanilla and come up with
new recipes that will make it a key
component of modern cooking.
Second, to show customers new
ways to reposition vanilla and to
present it to young people. And
third, to develop a contemporary
and exciting language in order to
describe the ‘queen of spices’ and
its uses.
Who are these taste experts and
influencers Symrise developed
ideas with?
The seven experts come from
around the world
■ Alex is from Australia. He has
worked as a sommelier and
bartender in Asia, Europe and
the US, and has won numerous
prizes for his work. Alex is
enthusiastic about flavours and
Millennials tend to
associate vanilla with
being outdated. While
they often say that the
spice reminds them of
their childhood, that
can also mean they
associate it with their
grandmother’s cooking
is an adviser for numerous
international customers in the
food industry.
■ Niall was a chef in the Chiltern
Firehouse restaurant in
London, for example, which
was awarded a Michelin Star.
A native of Ireland, Niall is
currently working on opening
his own restaurant.
■ Nick gained experience as a
bartender around the world.
The Frenchman is currently
working at the East London
Liquor Company, one of the
top cocktail bars in London. It
has its own distillery.
■ Perm is a food blogger. A
native of Thailand, he made a
www.foodmagazine.eu.com issue one | 2018