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A Co-creation session with Givaudan and our Virtual Aroma Synthesizer® (VAS)

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Virtual Aroma Synthesizer® (VAS)

The Virtual Aroma Synthesizer® (VAS) was invented as a way to speed up flavor creation and eliminate inconsistencies in descriptive language. Today, it is still used as such, but it has evolved immensely. Efficient and precise, it allows for a faster generation of concepts, with ‘real-time’ flavor creation, as well as a high level of interaction between customers and our own teams. Thanks to the newer and smaller VAS Air, the technology has become much more portable and easy to set up for consumer testing trials.

Working with the VAS helps us to identify commonalities with flavors. Take lemons, for example: are consumers expecting the same smell in a lemon in Switzerland as they are in Argentina, Italy, Thailand, or Saudi Arabia? Are there common patterns in the lemon aroma, or do consumers in different regions expect different experiences? The VAS allows us to work with regional consumers to pinpoint these nuances, then use these findings to co-create winning products.