Prova Flavours, a French family-owned business known for its expertise in sweet brown flavorings, participated in the Fi India 2024 show in Bengaluru with its Indian unit exhibiting products such as biscuits, and millet muffins with their flavors.
Julien Le Ky Huong, regional director of Prova Flavours, said, “India is an exciting market for us. We showcased trendy flavors from our portfolio, specifically for the Indian food market, and various novelty flavors for various food products.”
Visitors at Prova’s stand could sample various flavors at a small tasting section, which drew considerable attention. The team represented the theme of the Olympics by showcasing five different flavors from five different continents.
Appreciating the growth of the Indian food industry, Huong said, “The developments in the confectionery industry in the last 15 years have been quite impressive and I believe this is just the beginning. The bakery industry is strong and focuses on new innovative concepts. We see the non-alcoholic beer industry as the next big thing in the Indian market and growing at a consistent rate.”
The company sees a big opportunity in the health-conscious food products and dietary supplements space. “The food supplement industry is a big market for us. These products often require masking flavors to improve their taste, and this is where we come in,” Huong said.
With the health and wellness trend gaining momentum, Prova aims to make a significant impact in this segment by developing flavors that not only enhance the taste of supplements but also appeal to health-conscious consumers. He believes that every segment in the food industry is coming up with some innovative concepts regularly, which is helping them sustain and grow in the long run.
One of the big challenges for the global food industry is the soaring price of cocoa. This has prompted many manufacturers to seek alternatives or ways to reduce their dependence on cocoa. Prova has been developing a cocoa flavor that can be used in various applications. While Huong acknowledges that completely replacing cocoa powder is not feasible, Prova’s flavor solutions can help reduce its need in many products. “Although we cannot replace all cocoa powder, we can substantially replace it with cocoa flavor, depending on the application,” he explained.
Prova has been a regular participant at Fi India for the past decade. Huong noted that the event has grown in scale and importance with each year. “We have been participating in Fi India for the last 10 years, and it’s been growing every year. With its worldwide appeal, many international brands are now participating in this exhibition,” he said.
According to him, while Fi India primarily focuses on the Indian market, it serves as a valuable platform for international companies to assess the country’s food industry. Huong said the exhibition is a crucial lens through which foreign companies can analyze trends, consumer preferences, and market opportunities in India.
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Naresh Khanna – 10 February 2025
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