Stephane Dessart, Global Product Marketing Leader, International Flavors & Fragrances (IFF)
The American firm International Flavors & Fragrances (IFF) has recently announced the India launch of its new CREMODAN GREENPRO 101 Modulator Enhanced System, an innovation designed for ice cream manufacturers who seek to maintain the indulgent quality of their products in a cost-effective manner. NUFFOODS Spectrum interacted with Stephane Dessart, Global Product Marketing Leader, IFF, to find out more about the technology behind this product and the company’s future plans for this novel product. Edited excerpts:
How is this new ice-cream stabiliser system unique from others that are being used in the market?
For the first time, IFF research and development team has combined an ice cream stabiliser system with an innovative flavour-modulating technology, creating a synergistic blend. This revolutionary blend delivers optimal creaminess, mouthfeel, and melting properties, all the while ensuring there is no negative impact on our customers or their consumers’ wallets. In fact, it offers a remarkable 25 per cent reduction in recipe costs, achieved through significant reductions in milk and fat requirements. Moreover, this innovative solution also tackles the global challenge of sustainability by reducing the carbon footprint of raw material ingredients used in ice cream production by up to 30 per cent, as indicated by Life Cycle Analysis (LCA) studies.
In summary, CREMODAN GREENPRO 101 represents more than just a stabiliser system. It is a carefully crafted blend of stabiliser and flavour modulator, empowering ice cream manufacturers to create high-quality ice cream with the same taste and texture, but at a more affordable price point.
What challenges did you face while developing this product?
Understanding the consumer product experience is a constant and crucial challenge. It involves deciphering consumer preferences, which can vary depending on the region, individual experiences, and, most importantly, their motivation to make a purchase. This motivation may be driven by factors such as taste, health considerations, a desire for a safer environment (with a focus on sustainability), or affordability.
Addressing the cost of recipes while maintaining the desired taste also presents a particular challenge. Finding ways to reduce the milk and fat content without compromising the optimal taste, texture, and mouthfeel of traditional ice creams requires a significant effort. We leverage internal capabilities, along with conducting external consumer pilot tests to determine the market needs. We carefully evaluate the finest raw materials and determine the optimal composition to ensure the delivery of a premium-quality product at affordable prices.
How much time was invested in developing this product?
We took approximately a year and half to develop this revolutionary blend, combining the solutions of our legacy organisations. It is actually the first synergistic blend of our heritage technologies. Usually, at IFF, the R&D process takes three to five years, which is replete with rounds of consumer trials and constant innovation and upgradation of solutions. However, in this case, understanding the urgent need of our customers, the development of CREMODAN GREENPRO was prioritised and the combined knowledge and expertise of all functions enabled IFF to commercialise this new modulator-enhanced system in the shortest possible time. This clearly illustrates the innovative capability and extensive portfolio of IFF.
Since the product is being launched in Europe, Middle East, Africa, Turkey and India, where do you expect to be the most successful?
The regions you mentioned are all significant ice cream markets, and it is noteworthy that consumers in these regions share a common set of preferences. They are increasingly seeking products that align with their desire for health, sustainability, indulgent taste, and affordability.
These consumer demands serve as the driving force behind the development of new technologies, such as our innovative solution, CREMODAN GREENPRO 101. This product is designed to provide a swift response to market needs while ensuring ease of use. Importantly, it achieves these objectives without compromising the sensory qualities expected from high-quality, premium ice cream.
Given the alignment between consumer demands and our product offering, we expect favourable performance in all of these countries. Market forecasts support this optimistic outlook as well. For instance: The ice cream market in Europe is projected to exhibit a compound annual growth rate (CAGR) of 4.87 per cent by 2028. Consumers in this region are increasingly seeking ice creams that are low in fats, made with natural ingredients, and offer an uncompromising taste and indulgence.
The ice cream market in the Middle East & Africa is expected to grow at a CAGR of 10.7 per cent. There is a surge in demand for premium ice creams as health-conscious consumers prioritise high-quality ingredients in their ice cream choices.
India stands out with its thriving dairy industry. The market in India is experiencing a growth rate (CAGR) of 17.5 per cent during the period 2023-2028. Rising health consciousness and lactose intolerance among the population have prompted manufacturers to seek innovative solutions. They are now looking for a preservative-free, genetically modified organism (GMO)-free, dairy-free, fat-free, and organic product variant to cater to evolving consumer preferences.
Overall, the combination of consumer demands and the forecasted market growth indicates promising opportunities for our product in these regions. With our focus on addressing these preferences, we are well-positioned to meet the needs of consumers and contribute to the growth of the ice cream market.
How would this product contribute to the growth of the global ice-cream stabiliser market?
We are confident that ice cream stabiliser systems such as IFF’s CREMODAN GREENPRO will see a spike in near future as the manufacturers are looking for solutions which provide ice creams with premium sensory capabilities of taste and mouthfeel at affordable price. Today, they face the dilemma of losing customers either by compromising on the indulgent quality of their products to maintain affordable prices or by increasing prices to uphold the desired indulgence. However, a solution has now been created that allows them to satisfy consumers on both fronts. With this, ice cream consumers can continue to enjoy their favourite treat, contributing to the growth of the segment without spending much; and ultimately leading to a growth in overall demand of ice cream stabiliser systems as well.
When will you be launching this product in other countries such as the US, Australia, New Zealand, or other Asian markets?
The upcoming months will see the introduction of the product in the Asia Pacific market. It is worth noting that countries such as Australia, New Zealand, and various countries in Southeast Asia possess unique and diverse cultural identities. These regions, being physically isolated from many other countries, value the cultural connection that food products can provide. The appeal of local flavours extends not only to products originating from one’s own region but also to those that bring the flavours of other locales. With the market sentiment of preserving heritage and catering to local tastes in mind, the system blend will be customised to perfectly suit the flavour preferences of each specific region.
Dr Manbeena Chawla
(manbeena.chawla@mmactiv.com)