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Young APAC Consumers Seeking Contradictory Flavor Combinations

January 10, 2023: 12:00 AM EST
Flavor experts at IFF have found that contradictory flavor combinations are rising in popularity among younger APAC consumers. Spice is incorporated in the majority of these flavors, with spicy & sour and spicy & cheesy combinations being particularly popular. The trend comes as younger consumers simultaneously seek familiar yet exciting experiences. 
Pearly Neo , "Combo craze: ‘Contradictory’ flavour combinations rising in popularity among younger APAC consumers", Bakery and Snacks, January 10, 2023, © William Reed Ltd
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