Givaudan, the global leader in taste and wellbeing, has announced the opening of its new Innovation Hub in Dubai, which will enhance its global innovation network and expand its presence in the rapidly growing South Asia, Middle East, and Africa (SAMEA) markets. The company has invested CHF 4.8 million in the new Hub, which spans 42,000 square feet and includes fully equipped laboratories, a collaborative co-creation center, and a new Consumer and Sensory Insights (CSI) center. These facilities provide Givaudan’s teams with advanced tools to accelerate prototyping and respond to evolving consumer needs.

During a recent visit to Givaudan’s Innovation Hub in Dubai, a key team of experts, including Naheel Abdelall, Regional Communications Head for Taste & Wellbeing; Olga Bezukladova, Head of Regional Innovation; and Rafik Boshra, Regional Head of Consumer & Sensory Insights (CSI), offered an in-depth look into how Givaudan is shaping the future of food experiences. From their innovative solutions showcased at the Gulfood Manufacturing trade show to their cutting-edge approach at the Innovation Hub, Givaudan is redefining the boundaries of food, flavors, and wellness.

A global mission rooted in nature and innovation

Naheel Abddelall opened the conversation by offering an overview of Givaudan’s mission and its global presence. “At Givaudan, our purpose is to create food experiences and discover fragrances and beauty products that promote happier and healthier lives, guided by a deep love for nature,” Naheel said. The company’s commitment to nature is foundational, drawing on natural ingredients to create products that enhance consumers' physical and emotional well-being.

A central element of Givaudan’s strategy is its focus on ‘food experiences’, a concept that extends far beyond the products themselves. Naheel explained that food experiences encompass the entire consumer journey—from the moment they choose a product on the shelf, considering packaging, ingredients, and labels, to how they prepare and enjoy it at home. “We aim to provide immediate and lasting benefits, creating exceptional food and beverage experiences that feel good and do good for the body, mind, and planet,” she said.

Naheel also detailed Givaudan’s ‘food experiences’ concept, which spans three pillars:

1. Feel Good: This encompasses all elements related to taste, texture, and sensory appeal, such as shelf-life management and visual aesthetics. Ultimately, our goal is to ensure that consumers feel good when they enjoy food and beverages.

2. Do Good: This pillar focuses on nutrition and health, including the botanicals we use to elevate health benefits, and the innovative technologies and solutions to reduce public health-sensitive nutrients, such as fat, sugar, and salt. These advancements make our products healthier without compromising taste, texture, or sensory experience.

3. Imagine: This pillar includes the showcasing of our advanced technologies and digital tools that help us better understand and anticipate consumer trends, enabling us to lead in innovation. Digital tools and AI enhance our ability to co-create flavors with customers and accelerate the market introduction of new products. ‘Beyond’ also involves digital tools that streamline collaboration with our partners and customers.

“Through these pillars, we are pushing the boundaries of food and beverage innovation to create meaningful, multi-sensory food experiences for consumers,” Naheel added.

Innovations at Gulfood Manufacturing: A sneak peek into the future

Givaudan’s recent participation in Gulfood Manufacturing highlighted its innovative prowess, drawing attention to the brand’s advancements in flavor and texture. This year, Givaudan highlighted several innovations that demonstrate the company’s expertise in flavor integration and health-conscious alternatives. “We showcased creative combinations, particularly in snacks and gummies, where we are experimenting with diverse textures and seasonal flavors to cater to evolving consumer preferences,” Naheel noted. Givaudan also presented its work with botanicals in beverages, focusing on how these ingredients can enhance taste, texture, and visual appeal while delivering nutritional benefits.

Givaudan’s expertise in citrus emerged as a standout theme at the event, showcased in the “Imagine” room, which explored global challenges in citrus production and highlighted solutions that address both immediate needs and future trends. Givaudan’s work with noodles also garnered attention; through consumer research across Morocco, Egypt, Bangladesh, Pakistan, and India, the team identified a demand for noodles as a complete meal rather than a snack. “Our chefs and flavor experts reimagined noodles, enhancing the base, seasoning, and add-ons to deliver a full meal experience,” said Naheel, underscoring the brand’s adaptability and consumer-driven approach.

Anticipating regional trends in food experience

With Givaudan deeply invested in research and consumer insight, the company has been paying close attention to emerging trends, particularly in the MENA region. Naheel pointed to a young, dynamic consumer base in the region, whose high expectations are shaping food trends. “These young consumers are looking for unique, elevated food experiences that combine health with indulgence,” she said.

A trend that Givaudan is focusing on is the growing demand for health-conscious food options. In the wake of the COVID-19 pandemic, many consumers are now more aware of the nutritional quality of what they eat, specifically seeking products with less sugar and salt, but without compromising on taste. “We are finding ways to make healthier alternatives without sacrificing the sensory appeal that consumers expect,” Naheel noted.

Another key trend identified by Givaudan is the importance of value for money. “Consumers are increasingly looking for products that are both affordable and of high quality,” she added.

“Balancing elements like value, health, and taste is crucial,” Naheel observed. “Offering a lower-cost product is easy, but doing so without sacrificing health is essential to us.”

The vision behind the Dubai Innovation Hub

Meeting local demand and deepening Givaudan’s connection with regional consumers drove the establishment of this Dubai-based Innovation Hub, shared Naheel. Positioned as the second-fastest-growing region globally in health and wellness, the Middle East presented a unique opportunity for Givaudan to set up facilities that support innovation tailored to local preferences. “Having a regional hub in Dubai with commercial and business offices enables us to better understand and serve consumers here,” said Naheel. This strategic investment not only strengthens the company’s reach but allows Givaudan to partner closely with both established players and new entrants in the region.

Innovation and consumer-centric research at the Dubai Hub

At the heart of Givaudan’s Innovation Hub are facilities such as its co-creation center designed to foster collaborative innovation and speed up product development. Olga Bezukladova provided insight into the center’s advanced technical labs and application development capabilities that span categories such as sweet goods, dairy, beverages, and savory products. She explained, “Our creation capabilities are critical, allowing us to utilize proprietary digital tools and co-creation devices like the virtual aroma synthesizer.” This level of engagement and co-creation with customers not only accelerates product development but ensures that products resonate with local tastes and preferences.

The role of consumer & sensory insights (CSI)

One of the most notable features of the Dubai Innovation Hub is its Consumer & Sensory Insights (CSI) facility, led by Rafik Boshra. Rafik gave a detailed walkthrough of the center, which includes both sensory labs and consumer research spaces designed to collect and analyze feedback from consumers. “Our sensory labs are equipped with state-of-the-art technology that allows us to prepare and test samples, either hot or cold, for our expert panel,” Rafik explained.

The consumer research facility offers a unique space where qualitative and quantitative tests are conducted, and clients can observe, interact, and modify prototypes in real time. “We’re creating an interactive environment where customers can actively participate in the product development process,” Rafik added.

Building toward the future

Givaudan’s vision centers on expanding infrastructure, boosting manufacturing, and, importantly, cultivating talent—all driven by a commitment to sustainability and innovation. With an investment of CHF 4.8 million in the Dubai Innovation Hub, Givaudan aims to strengthen local and regional market support. “We focus on developing a talented team of experts in flavor and technical areas, as they are our core asset,” says Naheel, underscoring the company’s dedication to building a skilled workforce.

Sustainability is woven into Givaudan’s approach, from responsible ingredient sourcing to innovative, ‘future-proofed’ food experiences. “Each year, we adjust these goals based on regional needs, ensuring we keep moving forward as a company,” adds Naheel.

Alongside its new Dubai hub, Givaudan has extended its regional presence with existing facilities in India and South Africa, and a CSI Center in Johannesburg, South Africa, and Morocco. This infrastructure growth accelerates supply and bolsters self-reliance, allowing Givaudan to deliver tailored, meaningful food experiences to consumers.

In line with its ethos, Givaudan’s commitment to sustainability and local engagement propels its long-term goals forward, enhancing both consumer well-being and the sensory experiences that define its unique approach.