Flavour and fragrance company Givaudan is launching a multi-sensorial virtual reality tool for citrus beverage applications.

Developed in partnership with the University of California, Riverside (UCR), the Virtual TasteTrek Citrus tool combines sight, sound and smell, enabling Givaudan customers to learn about the citrus market landscape and co-create their own flavours.

Created from the combination of 360 virtual reality videos and Givaudan’s proprietary Virtual Aroma Synthesizer technology, Virtual TasteTrek Citrus is described as “a revolutionary tool with both educational and inspirational applications”.

The experience takes users through a virtual tour of UCR’s Citrus Variety Collection. Users can explore the groves while developing their knowledge of various topics, such as the origins of citrus, its different varieties and sensory attributes, or the challenges faced by the citrus market.

Givaudan said the technology enables users to sample selected flavours as well as increase or decrease key notes.

“Experiencing first-hand some of the unique and surprising aroma profiles the fruits have to offer helps our customers unleash their creativity,” said Dawn Streich, global product manager for citrus at Givaudan.

“Commercialising on-trend beverages with increasingly shorter time-to-market is a challenge that every manufacturer must face. By combining Givaudan’s knowledge on more than 250 citrus varieties with the latest digitalisation technology, Virtual TasteTrek Citrus helps create beverages that stand out on the market, in a shorter time frame.”

Virtual TasteTrek Citrus is part of Givaudan Flavours’ TasteTrek programme, which aims to discover ingredients and varietals that haven’t been used before in flavour creation.