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Flavour manufacturer Symrise has entered into a partnership with Shan Foods to “shape the future of taste” for food in Pakistan. The collaboration intends to deliver taste solutions for local and global consumer brands, to advance taste, nutrition and health food technology platforms in Pakistan. Sammer Sultan, co-chairperson of Shan Foods, said: “Our partnership with Symrise reinforces our position as a brand that continuously explores new ideas and drives food innovation and taste development in Pakistan”. The partnership is designed to enable the companies to co-develop consumer-led concepts and taste solutions for high-growth categories such as culinary and snacks, with Symrise’s taste, nutrition and health expertise. The companies will focus on developing, launching and commercialising food products such as seasonings, bouillons, processed meat, snacks and instant noodles. According to Symrise, Pakistan’s food industry feeds 220 million consumers, with its young consumer base changing key behavioural trends; convenience and authentic taste are now in demand. In a statement, Symrise said: “As convenience products evolve, so too does the demand for better-for-you, low-in-fat and salt products, ingredients with functional benefits and provenance claims, where local sourcing takes precedence”. Symrise’s president of food and beverage for Europe, Africa & Middle East, Walter Ribeiro, said: “ will benefit our customers in timely and cost-efficiently delivering their winning brands to consumers. We feel very excited to embark on the next phase of our business growth with Shan Foods in Pakistan.” He continued: “This will help us further consolidate our strong foothold in Middle East and Africa. We recognise Shan Foods as a thought partner and leader in Pakistan food industry and look forward to a bright future together”. The collaboration is also set to build sustainable employment opportunities in the region.