Bell Flavors & Fragrances EMEA, one of the leading suppliers of flavours, botanical extracts and ingredient specialities, launches a functional taste solution for sugar reduction in products like confectionery, bakery or ice cream. The company answers current market needs based on changing consumer behaviour and political frameworks with its new developed “Redsugar” flavour range, that focuses on natural, clean label product developments with less or low sugar.

Based on Bell’s capabilities to understand current market challenges and provide functional solutions, a dedicated team of flavourists, creation, application technologists and sensory experts has developed a range of natural flavours that is able to keep the products’ taste and appeal when reducing the sugar content. As sugar is an active ingredient, it not only acts responsible for the sweetness-perception, but also impacts other major sensory attributes within the products’ formulation.

Combining its flavour house expertise in delivering intense, high-quality and satisfying product properties, Bell’s “Redsugar” flavours therefore help to keep complex matrixes within the applications by reacting with existing structures. This strongly helps to close the “sugar gap” and to maintain mouthfeel, taste and texture, while delivering a positive impact on the sweet perception of a product. As a result, the sugar content can be decreased by at least 30 %, depending on the application.

The taste solutions have been successfully tested in a variety of segments and applications, such as ice cream or bakery products. Based on natural raw materials and therefore assuring to maintain a natural flavouring declaration, the company’s flavour innovations mimic the molecular composition of sugar, while being in line with today’s market needs, consumer expectations and clean label restrictions.