Research without boundaries: the evolution of New Flavours
New Flavours was founded in Italy by chemist Monia Floridi and engineer Jean Christophe Coppin, an expert in the fragrance sector, with the aim of conducting research and identifying the best organic and natural aromas to offer to the food and pharmaceutical industries. This work goes beyond defining unique aromatic profiles, extending also to the careful analysis and selection of raw materials.
Fruits, spices, and vegetables have specific aromatic characteristics influenced by their region of origin, cultivation methods, and processing techniques. Taste and olfactory notes are selected through technologies and extraction methods developed internally by New Flavours. The company designs tailor-made profiles based on specific carriers, evaluated both in terms of functionality and compliance with international regulations.
For New Flavours, aroma goes far beyond a simple combination of flavor notes: each profile is the result of a research journey driven by passion and scientific curiosity, also in collaboration with Italian universities, including the University of Camerino. Aromas also play strategic roles in product commercialization, contributing to improved stability, enhanced nutritional value, and extended shelf life.
What makes flavor development even more complex are sensory preferences, which vary from country to country and evolve with trends, lifestyles, and, not least, the emotions that each taste evokes in the consumer. For this reason, creativity, sensitivity, and the team’s vision are essential, always supported by close collaboration with clients and the discovery of new international culinary cultures.
In recent years, this curiosity has led New Flavours to focus strongly on China, a country with very different characteristics compared to Europe. Chinese consumers seek more delicate and fresh aromatic profiles in fruit, while at the same time appreciating bold and intense flavors such as truffle. China is a dynamic market with different regulations, yet one that values Italian rigor in food safety, quality, and traceability. To address this context, New Flavours has chosen to invest directly by opening a local office, with the goal of building strong relationships and developing aromatic solutions increasingly aligned with the needs of Chinese consumers.
New Flavours has chosen to invest directly in the local market, with the aim of building strong relationships and developing flavor solutions that are increasingly aligned with the preferences and expectations of Chinese consumers. The company also participated as an exhibitor at China International Supply Chain Expo 2026, held last June.
