Matrix continues to grow its product offerings with the introduction of white peach. This new flavour caters to the increasing demand for lighter, fruit-forward profiles, particularly in sweet categories like beverages and confections.
“White peach is our latest star ingredient. It's light and fruity, and it’s aligned with current demands,” said Rozell Ng, marketing, communications and local sales head for Matrix Flavours & Fragrances.
This flavour was unveiled at Fi Asia Indonesia, which took place from 4–6 September 2024 at the Jakarta International Expo. Matrix has received positive feedback from its regional clients, particularly in Southeast Asia, including Vietnam, where fruity profiles are gaining traction.
At the same time, Matrix is exploring the growing dominance of savoury flavours, having launched its savoury range just two years ago.
Rising demand for savoury flavours
The company initially focused on staple sweet bakery products – such as classic flavours including chocolate, vanilla, and strawberry.
However, around two years ago, it diversified into savoury offerings, beginning with seasoning applications for instant noodles. This expanded into sauces and snack dusting powders, catering to snacks and ready-to-eat products.
“We see a lot of demand from snack companies, with innovations like cucumber- and cinnamon-flavoured potato chips gaining popularity,” said Ng.
Spicy flavours, a staple in South East Asian cuisine, have driven much of this growth.
The chilli crab flavour is particularly popular in Singapore.
Recently, more brands are also seeking umami-rich seasonings. It can work as a flavour enhancer for soy sauces among other applications, explained Ng as she referred to the firm’s umami liquid seasoning.
When asked about the performance of its savoury line, Ng said that it has been “a slow burn”, as it often is in manufacturing. However, they are seeing good reception with tropical flavours and Asian favourites like Thai hot lemon and chilli crab mayo.
Looking beyond Asia Pacific
While Asia Pacific remains the firm’s core market, it is also exploring opportunities in the Middle East.
Middle Eastern consumers have a growing interest in experimental and exotic flavours, including blends of traditional regional tastes with global influences. This demand is encouraging manufacturers to develop novel combinations that cater to both local tastes and broader international appeal.
More importantly, Matrix is Halal compliant, which is crucial within the region’s food industry.
"The taste profiles there are definitely different compared to South East Asia. For example, they don't go for very hot or spicy flavours. But like any other regions, there is demand for classics like tomato, nacho cheese, and garlic aioli,” said Ng.
However, with the large expat population in the region, there is potential for success with its existing product lineup, which includes the spicy regional favourites mentioned earlier.
But Ng pointed out that the Middle Eastern market is quite diverse, so it is not that straightforward to pinpoint exact preferences. To deal with this challenge, Ng said it is important to have local teams on the ground to observe consumer trends.
Matrix was founded more than 45 years ago and was the first firm to export Asian flavours to the US, said Ng.
It has worldwide presence in more than 60 countries with offices in Europe and factories in Indian and Malaysia. This enables easy sourcing for material across the globe, with its supplies not just limited to a single source in Malaysia.
The firm will be phasing out its fragrance line, indicating a stronger focus on food-related flavouring solutions.
