IFF expands product innovation with immersive experience hub in Singapore to accelerate customer collaboration

SINGAPORE – International Flavors & Fragrances (IFF), a global leader in flavors, fragrances, food ingredients, health and biosciences, has unveiled its new Immersive Experience Hub located within its Singapore Innovation Center.

IFF’s multisensory facility allows collaborative product development with customers by simulating real-world conditions, streamlining idea generation, accelerating testing phases, and boosting market readiness.

“The new space builds on IFF’s US$30 million investment in Singapore in 2022, strengthening our position as a strategic innovation hub for Asia,” said Ramon Brentan, site leader of the IFF Singapore Innovation Center and vice president, regional general manager for Greater Asia, Scent.

“The immersive space transforms how we engage with customers and supports our broader innovation strategy in a region expected to drive 60 percent of global economic growth by 2030.”

IFF’s Immersive Experience Hub combines 360-degree video with sensory elements, including flavor, aroma, audio, and tactile feedback, to craft lifelike simulations. It enables virtual walkthroughs, immersive tasting experiences, fragrance demonstrations, and dynamic co-creation sessions.

Situated alongside IFF’s leading dairy and beverage pilot plant in Southeast Asia, the hub forms a seamless innovation pipeline, spanning from consumer insights to concept development, formulation, and commercialisation.

“In Asia, consumer preferences are deeply diverse and shaped not just by trends, but by heritage, memory and emotion,” expressed Prakash MG, senior vice president of IFF Taste for Greater Asia.

“This space allows us to turn those rich insights into innovation, co-creating with our customers to bring ideas to life faster and in more meaningful ways that spark joy through food and beverages.”

A dazzling showcase of fizzy drinks in a vibrant mix of containers takes center stage.

To mark both the grand launch and Singapore’s approaching 60th anniversary, IFF surveyed 1,000 locals to uncover the nation’s most beloved scents, flavors, and beverages. These insights fueled the creation of the SG60 collection by IFF’s expert flavorists and perfumers, unveiled in an immersive experience that brought the celebration to life.

This imaginative collection of food and beverages blends local flavors with aromatic artistry, featuring items such as Laksa Cupcakes, floral-inspired slushies, and Hainanese-inspired dips. Each treat is paired with evocative scents inspired by Singapore’s cultural icons, such as the Orchid flower, the Singapore Sling, and Jewel Changi Airport, creating a multisensory celebration.

These experiences make their debut at the Singapore Immersive Experience Hub, now part of IFF’s global network of sensory spaces, joining established locations in Florida, Shanghai, and New Jersey.

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