T. Hasegawa USA acquires Mission Flavors & Fragrances, unveils 2021 food trends report

By Elaine Watson contact

- Last updated on GMT

T Hasegawa USA is acquiring 100% of the company stock of Mission Flavors & Fragrances, Inc., plus liquid & powder capabilities within Mission’s production facility (pic: T Hasegawa).
T Hasegawa USA is acquiring 100% of the company stock of Mission Flavors & Fragrances, Inc., plus liquid & powder capabilities within Mission’s production facility (pic: T Hasegawa).

Related tags: T Hasegawa, flavor trends

Cerritos, California-based T Hasegawa USA has acquired Mission Flavors & Fragrances – based in nearby Foothill Ranch, CA – for an undisclosed sum.

The deal will help T Hasegawa​ - one of the world's top 10 flavor companies with its global headquarters in Tokyo - expand its US presence in dairy, bakery, plant-based alternatives, fruit-filling and confectionery categories; and will in turn give Mission Flavor & Fragrance’s customers access to “leading-edge technology, flavor modulation, reaction & thermal processing​,” said Mission president Patrick Imburgia.

The collaboration of resources, talent and innovation will be a tremendous recipe for success expanding upon our existing capabilities​.”

Mission VP Paul Loskutoff added: “The approach that T. Hasegawa USA brings to customer responsiveness and order fulfillment is remarkable. I know our customers will benefit from their expertise in supply chain management.”

Mission’s office and production will remain in Foothill Ranch, Calif

T Hasegawa USA CEO Tom Damiano said the “entire team”​ at Mission would be welcomed as part of the deal, telling FoodNavigator-USA: "On a day-to-day, it’s business as usual – only now we have new resources and capabilities to accelerate driving value for our customers around the world.

Tom Damiano, CEO T Hasegawa USA
Tom Damiano, T Hasegawa USA: "Mission’s office and production will remain in Foothill Ranch, Calif. but we will be able to leverage the innovation and talent across all personnel to enhance our customer experience."

"Mission’s office and production will remain in Foothill Ranch, Calif. but we will be able to leverage the innovation and talent across all personnel to enhance our customer experience,"​ added Damiano, who joined T Hasegawa USA as CEO in 2017 after it acquired Corona, CA-based Affinity Flavors (which was led by Damiano). 

Asked what was attractive about Mission, he said: "Mission’s library of flavors will enhance our breadth of sweet flavors offered to our customers globally, aligning with consumer demand for flavor solutions which complement our overall flavor portfolio.

"This will allow us to penetrate segments of the market in which we have developed world-class technologies like maskers, boosters, enhancers and augmented mouthfeel while strengthening our foothold in the flavor industry."

Food and flavor trends for 2021: From immunity to 'modern nostalgia' and 'less sweet flavors'

In its latest trends report​,​ T Hasegawa highlights five ingredient trends to watch in 2021:

  • Caffeine
  • Adaptogens
  • Added vitamins
  • Hydration
  • Immunity

Five food trends to watch in 2021:

  • Plant-based alternatives
  • On-the go portable snacks 
  • Personalized nutrition
  • Modern nostalgia
  • Healthy indulgence

 Five beverage trend to watch in 2021:

  • Less sweet flavors
  • Plant forward
  • Gut health claims
  • Premium cocktails
  • Immunity claims

It also highlights a series of trends to watch in specific food and beverage applications. Download the full report​ to get a detailed picture, but here are a few highlights:

  • Novel coffee flavors ​(turmeric, white chocolate, roasted coconut, raspberry, salted caramel).
  • More complex flavors for meat alternatives ​(lemongrass, Za’atar, Furikake, Harissa, Tamarind, Adobo seasoning).
  • Growth of Latin American and Asian seasonings​ (Ancho Chili, Cherry Blossom, Wasabi, Chimichurri).
  • Increased growth in spicy baked goods and desserts​ (Jalapeno).

Yuzu-citrus-GettyImages-contrail1
Picture: GettyImages-contrail1

Thanks to a certain pandemic, we didn’t get to go to Japan for the Olympics in 2020. However, T Hasegawa is hoping to bring a taste of Japan to consumers in the US with a new collection of sweet, sour, tart and refreshing citrus flavors that add a layer of sophistication to sweet and savory products.

Read more HERE.

Related topics: Suppliers, People, R&D, Flavors and colors

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