Bell Flavors & Fragrances showcases flavor trends at IFT using SPARK platform

"SPARK uses five macro trends to identify deep-rooted consumer behaviors with a three-to-five-year lifespan. We then delve into these trends, creating unique micro trends specific to each region," Kelli Heinz, VP of marketing and industry affairs at Bell, explained to FoodNavigator-USA.

Bell’s top five macro trends include:

New horizons,​ which combines creativity and technology.

Nature's revolution ​highlights sustainable innovation.

Better me ​addresses a health-forward way of wellbeing, including sugar and sodium reduction technologies.

360° rewards ​encompasses permissible indulgences.

Tree of life ​highlights global efforts for a sustainable future.

IFT Showcase: A culinary exploration around the world​

At IFT FIRST, Bell Flavors & Fragrances highlighted the "Globetrotter" micro trend, which taps into consumer desire for culinary adventures. Bell presented this concept through three applications.

Savory sauces: Beef brisket was used as a base to showcase different regional flavors through sauces. Examples include Carolina mustard BBQ (US), Japanese BBQ (ginger and Buddha hand citron), and African suya sauce (berbere spice blend).

Sweet treats: Cupcakes served as canvases for international-inspired flavored frostings. Bell offered Japanese Hokkaido melon (Yubari king melon and sweet milk), Medican citrus Cempasuchil (marigold), British London fog and biscuits (Earl Grey tea and sugar cookie), Indian masala chai latte (chai tea and milk), among others.

Beverages: Snow cones showcased globally-inspired syrups, including Caribbean Breeze (passionfruit, orange, guava and coconut cream), Frosty Dragon (dragon fruit and garden spearmint), Hallo Pacifico (hibiscus açai lime), Okayama Summer (white peach yuzu) and Pink Lemon Lavender de Provence (pink lemon and lavender), among others.

Clean label and indulgence: Addressing better for you options​

Heinz acknowledged the growing demand for clean label products, adding that the “whole free-from trend,” requires “new ingredients that we need … in the food science industry.” The company offers certified organic flavors and operates a facility to create clean label broths, she added.

Bell also recognizes the desire for indulgence, with Heinz emphasizing that its “'Better Me' macro trend incorporates the 'intentional indulgence' micro trend. We see portion control as a key strategy, with options like mochi ice cream balls." She highlighted the company’s sugar reduction system to create better-for-you products that still deliver on taste, while addressing consumer preferences for healthier indulgent options.

Communicating trends: From custom presentations to social media​

Bell uses SPARK to connect with customers.

"We create custom presentations tailored to each client, linking trends to new flavor possibilities for their specific demographics and products," said Heinz.

Bell also leverages social media and industry publications to share insights and engage with the food and beverage community. While AI is not used extensively for research yet, Bell utilizes it for photo generation, creating engaging visuals for its visual marketing initiatives.