Givaudan Taste & Wellbeing has taken a strategic leap in enhancing its reach and innovation capabilities in the South Asia, Middle East, and Africa (SAMEA) markets by opening a state-of-the-art Innovation Hub in Dubai.
It was really very exciting to witness the presentations of Givaudan authorities at the Dubai premises of the company. Tansukh Jain, Regional Commercial Manager, Olga Bezukladova, Head of Regional Innovation, Rafiq Boshra, Consumer & Sensory Insights Director, Andrew Meredith, Frontline Technical Head and Saheel Abdelall, Head of SAMAE Communications, made very impressive and interesting presentations. The conference furnished us with information secrets of success in innovation, novelties, quality and competitiveness. The details of Giaudan’s investment seem the global leader in fragrance, beauty and taste wellbeing will gain more ground in a huge geography.
This ambitious CHF 4.8 million investment marks Givaudan’s commitment to co-developing tailored food and beverage solutions that resonate with regional tastes and preferences, positioning the company as a key driver in SAMEA’s evolving food landscape.
Accelerating Regional Innovation and Co-Creation
Located in Dubai—a dynamic gateway for trade and innovation—Givaudan’s new 42,000-square-foot hub stands as a model of technological advancement and market responsiveness. The facility includes cutting-edge laboratories, a co-creation center, and a Consumer and Sensory Insights (CSI) center, all designed to expedite product development. The CSI center enables Givaudan to integrate real-time consumer preferences, using data-driven insights to fuel breakthrough products that cater to local and regional markets.
“Our new Hub in Dubai is a game-changer,” said Tansukh Jain, Regional Commercial Head for SAMEA Taste & Wellbeing. “It fosters unprecedented collaboration with our customers to generate food experiences that elevate the unique tastes of the region. Dubai’s strategic location, digital infrastructure, and talented workforce make it the ideal base for this bold venture. The ease of doing business here further supports our mission to innovate and grow, underscoring our commitment to setting new standards in the food industry.”
Leading with Technology and Science
A core aspect of the new Innovation Hub is its capacity for rapid prototyping and product testing, powered by advanced tools such as ATOM, an AI-powered taste enhancement platform, and VAS, an aroma development tool based on consumer feedback. These technologies enable Givaudan to swiftly transform consumer insights into tangible products, reducing time-to-market for new food and beverage offerings. With fully-equipped flavor creation and application labs, sensory evaluation stations, and a show kitchen, the hub is designed to bring cutting-edge science and culinary artistry together, allowing for fast adaptation to emerging market demands.
A Vision for Growth and Excellence in the SAMEA Region
Givaudan’s investment in the Innovation Hub represents a crucial step in decentralizing its operations and tailoring its offerings to meet the diverse and rapidly changing needs of the SAMEA region, home to a quarter of the global population. By fostering local autonomy within a global framework, Givaudan ensures that its products align with the specific preferences of SAMEA consumers while adhering to the highest global standards.
Building the Future of Taste in the Food Industry
With the new Innovation Hub, Givaudan is not only pushing the boundaries of flavor and sensory science but also deepening its engagement with the communities it serves across SAMEA. This forward-thinking investment reaffirms Givaudan’s role as a global leader committed to setting new benchmarks in the food and beverage industry, making strides toward a future of innovation, growth, and excellence.
