Finlays and Firmenich join forces in tea and coffee in Europe
Effective immediately, the new agreement will see Firmenich, the world’s largest privately owned fragrance and taste company, focus on commercializing two core parts of Finlays’ extracts business in Europe: the cold brew coffee portfolio and tea extract portfolio.
Finlays’ Cold Brew Coffee portfolio serves a rapidly-growing segment within the European region, and is crafted using a proprietary process which delivers a ‘distinctly smooth, rich flavor experience’. Finlays’ Tea Extract portfolio includes The Wellbeing Collection, a range of premium, all natural tea extracts which are rich in bioactive compounds associated with various health benefits and are sustainably-sourced from Finlays’ own tea farms in Kenya.
Firmenich will become responsible for the full sales process, from commercial relationship to brief management, supported by the Finlays team. The partnership focuses exclusively on Finlays’ ranges of tea and coffee extracts in Europe.
“Firmenich and Finlays are joining forces at a time when consumer demand for healthier, natural ingredients has never been higher,” said Rachel Jones, Finlays Group Head of Business Development. “Firmenich’s strong market coverage, deep understanding of taste and application know-how will enable Finlays products to reach a broader audience in Europe, helping the food and beverage industry develop innovative recipes featuring tea and coffee ingredients to meet evolving customer expectations.”
“We are very excited about this partnership,” said Karel Stoschek, VP, Europe of Firmenich’s Taste & Beyond division. “Our customers will benefit from Firmenich and Finlays’ combined expertise in product development, streamlining their own innovation and new product development process and helping to create even better products that tap into the natural, wellbeing and sustainability consumer megatrends.”
