It’s still a tug of war that neither side seems to be winning – do consumers want new, innovative and extreme flavours, or do they still reach for the familiar workhorses – strawberry, banana and chocolate. The answer? They want both. It all depends on who your target market is.

You don’t have to look too far to see that local is still “lekker”. When Simba launched their “What’s your lekker flavour” competition last year, it became apparent that the consumer craves something that is as close to their hearts as their mama’s home cooked meals, but that doesn’t mean it has to be a “rys en vleis” flavour. The finalists were Vetkoek&Polony, Masala Steak Gatsby, Snoek and Atchar, but the winner? The modest Walkie Talkie Chicken.

Another chips manufacturer that decided to take their flavour intensity to the next level is Dorito’s. Their Chilli Ribs, Cheese Supreme and Fiery Habanero flavours demands a strong-willed consumer that can stomach that extra bite, but that doesn’t necessarily mean they’re prepared to venture into the unknown.

Woolworths still seems to be the leader of the pack when it comes to innovative products and interesting flavours, but that also goes with a more sophisticated consumer palate. They’ve recently introduced the Popcorn Indiana range, with a sweet&salty combination and also a cinnamon sugar flavour. Where the wasabi flavour is still slowly trickling down to other snack manufacturers, their wasabi chips has already comfortably nestled into its spot between the me-again tomato and the (yawn) salt&vinegar.

This retailer also has their finger on the pulse of new ready to eat meals. With “street foods” finding their way onto our shelves, they’re already a step ahead, taking you around the world as fast as you can say chilli con carne enchilada.

As a flavour house, we quickly pick up new trends as the requests that we receive for flavours rapidly form a pattern. Recently there has been a growing demand for aniseed. Love it or hate it, liquorice flavour has bamboozled its way into the market and it’s seemingly here to stay. Whether you add it to your milk for a cosy night in, or throw back a few Sambuca shooters for a wild night out, most of us have tasted it and have a very distinct opinion of it.

Recently the 7th Floor Innovation Centre in Cape Town hosted a half-day seminar on Trend Presentation and Tasting Interpretation. They also high-lighted the oxymoron which is food trends. From health vs indulgence to “back-to-basics” vs multi-functional innovation it seems that we should stop trying to fit all trends into one homogenous box and accept them all.

The same can be said for the South African palate. Flavour preferences in this country is as diverse as our colourful nation and it is our duty to educate inexperienced taste buds and push consumers out of the black and grey world of strawberry, vanilla and erm… more strawberry to use all four taste zones on the tongue instead of just dipping our toes into “flavour innovation” to the likes of (Shock! Horror!) sour strawberry . Ginger Mageau anyone?

The herb might be 4000 years old, but its retro-revival is undeniable. Take a trip down memory lane with us and add it to your coffee to awaken childhood recollections of “dipping a ouma”, or include it in your chocolate truffle recipe next time you want to impress the Jones’.

Some of the health benefits of anise are the stimulation of digestive juices in the stomach and intestines, increasing the effectiveness in which fats are broken down into fatty acids. In combination with cinnamon it can also be used to curb cholesterol and induce a good night’s sleep.

If variety is the spice of life then what a zesty existence the R&D team have! By constantly working on new and exciting combinations of including this good mood food into loved and trusted everyday meals, we will feed your imagination with ideas to spice up your life and your diet!