This is the first-ever flavor created by artificial intelligence (AI).

Plant-based meat alternative makers will welcome the new “lightly grilled beef flavor” launched by Firmenich, the world’s largest privately-owned perfume and taste company. Created using AI, the new flavor is the result of a collaboration between Firmenich and Microsoft (NASDAQ: MSFT). (CISION PR Newswire)

Family-owned Firmenich was founded in Geneva, Switzerland, in 1895. Perfumes, flavors, and ingredients are its specialty, and it is a market-leading B2B company in the sector. It reported a turnover of 3.9 billion Swiss Francs for the year ended June 30, 2020. It created world-renowned fragrances such as Boss Bottled by Hugo Boss, Light Blue by Dolce&Gabbana and Classique from Jean-Paul Gaultier.

Firmenich’s D-Lab

Firmenich’s flavorists used the company’s vast raw materials database with AI tools to explore “new creative leads,” according to its statement.

In 2018, the flavors giant announced its new digital lab (D-Lab) dedicated to fragrance innovation using AI. Launched in partnership with Swiss research institute, École Polytechnique Fédérale de Lausanne (EPFL), the D-Lab’s brief is to “create bespoke sensorial experiences faster than ever before.”

Commenting on Firmenich’s new grilled beef flavor, Chief Digital and Information Officer, Eric Saracchi said: “AI enables us to explore new boundaries by empowering our creators with a precise formula starting point, as well as additional suggestions for optimized ingredient combinations from which they can create bespoke tastes.”

Meat alternatives

The COVID-19 pandemic severely disrupted meat supply chains across the U.S. During the crisis, people experimented with, and liked, “alternative” meat products from companies such as Beyond Meat (NASDAQ: BYND) and Impossible.

The pandemic also triggered interest in sustainable options that are kind to animals and the planet. These include plant-based meat and the clean, lab-grown, soon-to-be commercial beef from Dutch startup Mosa Meat.

These meat-substitute manufacturers could use Firmenich’s new AI flavor to impart a more attractive taste experience to their products.

Firmenich Flavors President Emmanuel Butstraen said: “The Covid-19 crisis has changed the food innovation landscape as well as the consumer marketplace. We must understand and respond to these rapidly-evolving needs with more creativity at an even faster pace. Whether through offering moments of comfort and delight or addressing the larger shift towards healthier food & beverages.”

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