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Holger Wetzler Appointed Managing Director of Bell Flavors & Fragrances EMEA

Holger Wetzler Appointed Managing Director of Bell Flavors & Fragrances EMEA


Leipzig-Based Fragrance and Flavor Manufacturer Rejuvenates Top Management

LEIPZIG, Germany – June 13, 2023 –

In the year of its 30th anniversary, Bell Flavors & Fragrances is reorganizing its management team. Holger Wetzler has taken over the role as Managing Director of the Leipzig-based company on May 1, 2023. As a business graduate with many years’ experience in the industry, he is now responsible for all business units and international locations of Bell Flavors & Fragrances GmbH in Europe, the Middle East and Africa.

“With Holger Wetzler, we are gaining an experienced industry expert who understands the needs of our customers. Having been responsible for large parts of the value chain during his career, Holger knows all facets of the fragrance and flavor business and will position Bell to be even more successful and resilient in the future. His in-depth knowledge of our industry and his ability to develop and implement innovative strategies make him an ideal choice for the position of Managing Director,” says President Raymond Heinz.

Holger Wetzler has most recently held management positions at renowned companies in the industry. He brings more than two decades of sales and marketing experience in the fragrance and flavors industry as well as various consumer goods companies. In close cooperation with the existing management team, Holger Wetzler will continue to build on Bell’s long-standing success story. Raymond Heinz, who founded Bell Flavors & Fragrances GmbH in Leipzig in 1993 and has successfully managed the company ever since, will remain with the company to ensure a smooth transition.

About Bell Flavors & Fragrances:

Bell Flavors & Fragrances, Inc. is a leading supplier of flavors, fragrances, botanical extracts and ingredient specialties to the food and beverage industry, as well as the household care and personal care industries, offering over 100 years of exceptional customer service and experience. Bell has 11 manufacturing plants worldwide including the United States, Canada, Mexico, Colombia, Brazil, Germany, India, Singapore, and China, with sales offices in more than 60 countries. Bell’s global presence allows flexibility in the world marketplace while constantly responding to emerging industry trends with solutions that bring added value and business opportunities to our customers.

Bell Flavors & Fragrances – The Key Ingredient of Your Brand.

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Bell Announces New Hires in the Marketing Department

Bell Flavors & Fragrances Announces New Hires in the Marketing Department

Marketing Team Adds New Talent and Strengthens Global Strategy


September 27, 2022 —

Bell Flavors & Fragrances, Inc. (Bell) is proud to announce new hires in the Marketing team at its headquarters in Northbrook, Illinois, Mexico and EMEA headquarters in Europe.

“We’ve strengthened our Global Marketing team with new additions, promotions and newly created positions to elevate our global marketing strategy and provide our customers with continued consumer and market insights relevant to the flavors, fragrance and botanical markets we serve. Bell is positioned globally to service locally and the new marketing talent will elevate our service strategy through our Global Spark trends program and many other global marketing initiatives,” states Kelli Heinz, VP of Marketing & Industry Affairs at Bell Flavors & Fragrances.

“These additions to the Global Marketing team will increase our understanding of the flavor and fragrance markets and bring the voice of the consumer into every product we develop. This allows us to focus greater efforts on deeper category insights and consumer understanding as it relates to flavor and fragrance trends, further expanding our Spark trends platform,” said David Banks, Senior Director of Marketing at Bell Flavors & Fragrances.

Renee King joins the Marketing team as a new Director of Marketing focused on the fragrance and botanicals divisions. Renee will create and execute new concepts, business models, and channels to position Bell as an innovator and leader in the flavor and fragrances industries. She will help build the Bell brand in the marketplace, activate new marketing campaigns, expand our marketing reach, enhance product development, and drive strategy around the fragrance and botanical divisions.

Renee comes to Bell with over 20 years of experience in the beauty and fragrance world focused on marketing, evaluation, strategy, branding and development with global fragrance houses and CPG companies. She earned her Master of Science degree in Cosmetics and Fragrance Marketing from the Fashion Institute of Technology.

Sarah Campbell is Bell’s new Marketing Specialist with a focus on designing, creating, and delivering marketing programs to support expansion and growth of Bell’s services and products. Her role will be an integral part of the development and execution of marketing plans to reach targets, from brand awareness to product promotion. Sarah will work with the R&D and Application labs to prepare customer presentations.

Sarah joins Bell from an office supply company where she worked on numerous marketing initiatives, including social media, graphic design, videography, website, and virtual trade shows as well as serving as the point of contact for quarterly promotions. Sarah earned her Bachelor of Arts in Communication with a focus on Journalism from Michigan State University.

Dirk Vogel joins Bell as the new Senior Marketing Specialist where he will manage the development and execution of projects that support Bell’s key technologies, categories, customers and internal initiatives. Dirk will work cross-functionally to develop, produce and communicate promotional and collateral materials to support sales and proactive marketing programs, while leading customer presentations to clearly communicate Bell’s flavor and fragrance division capabilities.

Dirk has over 20 years of experience in marketing strategy, branding, communication and creative development. Prior to Bell, he worked as a freelance service provider helping companies in the CPG and e-commerce space build brands and execute fully integrated marketing plans. Dirk brings experience in journalistic/white paper writing, content marketing, market research, trend reporting, digital publishing and search engine optimization. He holds a Magister Artium degree in American Studies, Media Studies and Psychology from Johannes Gutenberg-University, Mainz, Germany and is proficient in both English and German.

Lindsay Parks is Bell’s new Marketing Communications and Social Media Specialist. Lindsay will be the main point of contact for all marketing communications and social media activity, and will help manage the development and execution of Bell’s internal and external communications strategies to drive business development efforts at key customers. She will work cross-functionally to develop, produce and communicate promotional and collateral materials to support sales and proactive marketing programs.

Lindsay brings experience in brand marketing, nutrition communications, social media management. She completed her Dietetic Internship at Vanderbilt University and earned her Bachelor of Science and Master of Science degrees from Iowa State University.

Anna Lada joins Bell’s marketing team as a Senior Marketing Specialist. In this role, Anna will utilize secondary data and primary research to develop a deep understanding of the target consumer and leverages these insights to influence Bell’s overall marketing strategy and develop innovative products for our customers. She will help develop and implement strategies to maintain, manage, and grow internal marketing platforms and support external customers in growing their business through innovation and new product development efforts.

Anna has 20 years of experience in marketing and graphic design,  holding a Bachelor of Arts in Visual Communication from the Illinois Institute of Art in Chicago.

Antonia Federsel joins the global Marketing team and Bell family as the new Marketing Specialist in the flavor segment at Bell EMEA. In her new role at the Leipzig facility in Germany, Antonia will drive Sweet & Dairy projects and take care of cross-divisional flavor promotions such as RedSugar and the expansion of the company’s PlantFuture Platform, among others.

Most recently, Antonia was a marketing officer for a fashion company, with experience in product management, analysis preparation (international and assortment-relevant data), and implementing and monitoring marketing strategies, with a focus on online business. Antonia earned a Master of Science degree in Management and Marketing from Freie Universitaet Berlin.

Leon Kuttler joins the global Marketing team and Bell family as the new Marketing Specialist in the flavor segment. Based at Bell EMEA, his role as the company’s Marketing Specialist Savory includes working with R&D and the sales team to drive the Savory business forward. Leon will use his expertise and strategic understanding, as well as his creativity, to actively shape the future of the Savory Business Unit in the EMEA region.

Prior to joining Bell, Leon worked as a Category Development Manager for a global flavor company in Germany. Leon completed his studies in the field of Business Administration and graduated with a Bachelor of Arts degree from Berufsakademie Goettingen. He is currently finishing his Master’s degree in Business Psychology.

Jesscia Kalmring joins the global Marketing team and Bell family as the new Marketing Specialist in the fragrance segment.

In her role as Marketing Specialist Personal Care, Jessica will be responsible for innovation and custom marketing projects for personal care customers across EMEA and will work with R&D and Sales to drive Bell’s success in the PC space.

Jessica holds a degree in social media management. Most recently, she worked as a marketing representative for a manufacturer of professional hair care products. With her experience in marketing and hair care she will join Bell and develop new innovative product concepts for the customers to actively shape the future of the Savory Business Unit in the EMEA region.

Antje Wittich has been with Bell since – 2006 and took over as Head of Marketing in the EMEA region in February 2022.With her knowledge and experience in team leadership, she will drive Bell’s strategic, market-oriented development in the EMEA region together with her marketing team and push the further development of corporate communications in Europe, Middle East & Africa and Vietnam.

In addition to trend scouting, the development of product innovations and the strengthening of communication and social media activities, the organization and implementation of worldwide trade fairs are also on the agenda.

Lorenza Perez joins the global Marketing team as a Marketing Coordinator based in Mexico. In this role, she will be responsible for the implementing commercial strategies for the Mexico region, developing presentations, analyzing trends and research, and measuring the results of innovation initiatives, among other activities.

In her past roles, she was the Community Manager and Digital Marketing Intern for beauty companies where she created social media content and was in charge of digital customer service for the professional hair care category. Following those positions, she assumed the role of Regional Marketing Intern for North America and LATAM in retail styling products. Lorenza earned her marketing degree from UNIVA University and has a Community Manager diploma.

David Banks has been promoted to the position of Senior Marketing Director in Bell’s Northbrook headquarter. His role on the Marketing team is pivotal to creating and executing new concepts, business models and channels to drive Bell’s position as an innovation leader in the flavors and fragrances industries. In this role, he will plan marketing and branding objectives, analyze market trends and recommend marketing and business development strategies, overseeing advertising, press releases, email and social media campaigns and strategies.

Since joining Bell three years ago, David has led marketing projects with a significant cross-functional collaboration. He has secured a depth in understanding the Bell customer and the marketplace and has developed partnerships with key talent at Bell to help our customer determine and realize their current and future needs.

About Bell Flavors & Fragrances:

Bell Flavors & Fragrances, Inc. is a leading supplier of flavors, fragrances, botanical extracts and ingredient specialties to the food and beverage industry, as well as the household care and personal care industries, offering over 100 years of exceptional customer service and experience. Bell has nine manufacturing plants worldwide including the United States, Canada, Mexico, Colombia, Brazil, Germany, Singapore, and China. Bell operates sales offices in more than 40 countries. Bell’s global presence allows flexibility in the world marketplace while constantly responding to emerging industry trends with solutions that bring added value and business opportunities to our customers.

Bell Flavors & Fragrances – The Key Ingredient of Your Brand.

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Bell EMEA Fragrance Trends 2022/23

Bell EMEA Presents Fragrance Trends 2022/2023: Feel-Good Mood – Do It Yourself – A Need For Nature

Inspiration, endless opportunities and trends from all over the world – Spark is a global trend programme originated by Bell Flavors & Fragrances in 2021 to provide ideas and outlooks on flavours and fragrances that will delight consumers in the coming years. For the 2022/2023 season, Bell EMEA has once again created a range of inspirational new fragrances for personal and household care.

The “Feel-Good Mood” trend is guaranteed to bring a smile to your face, whereas “Do it Yourself” is designed to help you escape from the stress of everyday life. The final trend is “A Need for Nature”, which represents our longing for nature and completes the overall picture. It is all about positive thinking, finding ourselves and becoming one with nature. Bell’s perfumers have invested many hours in developing complex fragrance collections for body and household care products that reflect these three trends. Applications of the fragrance creations for personal care products range from shower gel and shampoo to creams and lotions. In household care, the trending fragrances come across best in liquid dishwashing detergents and fabric softener.

Feel-Good Mood

One topic has been keeping us in suspense for the last two years: The COVID-19 pandemic. Over time, it has not only become an indicator of how important our physical health is but has also increased the awareness of how essential our mental well-being is. People are desperately longing to feel joyful, happy and satisfied. This is exactly where “Feel-Good Mood” comes in. Consumer products that can boost your mood and trigger positive feelings are more in demand than ever. Suitable associated colours range from intense orange, yellow and pink to pastel hues from the same colour family. Olfactory profiles which can evoke the desired good mood are particularly sparkling citrus scents such as grapefruit or orange, juicy-summery fruit notes and floral nuances. “Feel-Good Mood” delivers a feeling of pure joy, like a confetti rain, that lifts your spirits and allows you to forget your worries for a short moment.

Do It Yourself

We live in times where everything has to happen fast. In our social media channels and all other areas of life, we are permanently being informed of the latest trends. We all feel like we practically need to run just to keep up. This is why more and more people are taking up leisure activities that offset the stress of everyday life and allow them to express themselves. “Do It Yourself” brings calm and inner balance. The trend ranges from baking cakes, repairing broken items and growing herbs to crafting products from natural materials. Another reason why “Do It Yourself” has become mainstream is raising environmental awareness in society. It is more sustainable to make things yourself or repair them than to buy new items. Soft and warm fragrance profiles embody this trend, complementing the calm and relaxed feeling many consumers are looking for.

A Need For Nature

The name of this trend says it all. Since the start of the COVID-19 pandemic at the latest, a new perception of nature has taken root. People are using nature as a refuge and a source of relaxation and well-being, as well as a location for little adventures. In these times of climate change, the appreciation of nature is taking on a whole new dimension. “A Need for Nature”, the third trend, is based on this development. Anyone who loves spending time in nature tends to surround themselves in daily life with personal and household care products that in a way have a connection to nature. The appropriate colours are shades of green and blue, which have a calming effect and immediately trigger associations of forests, meadows and lakes. It goes without saying that this can be transferred to the olfactory level using green, fresh forest-like and woody notes to take consumers on an imaginary walk through the woods. The fragrance range is rounded off with refreshing, watery scents that are reminiscent of mountain lakes or the sea.


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Tiny Particles, Great Effect

Eco-friendly encapsuled fragrances free from formaldehyde and micro plastics with Bell MikroBurst®

Consumers are increasingly demanding for high quality and sustainable goods in their daily life. Bell MikroBurst® represents an encapsulation technology that enables outstanding fragrance performance for eco-friendly household care products, while it also suits the strict restrictions of certified natural cosmetics.

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So Fresh and so Clean – A New Smell of Purity

Bell EMEA Presents Unconventional Fragrance Compositions for Laundry Care

Laundry care experiences a wave of impulses on a technological level. But also olfactory-wise, consumers’ demand for more than just clean garments. The covid-19 pandemic has pushed the focus of laundry chores in making sure that clothes are also sanitised and disinfected. At the same time, convenient formats like pods gain a momentum. The continued interest in fragrances indicates that innovative products with unusual scents and innovative application possibilities are being positively received by consumers. For instance, seasonal and innovative fragrances from personal care, such as rhubarb, can pique consumer interest and encourage purchases. Bell’s new fragrances for laundry care cover sanitisers, liquid detergents and pods, promising a new olfactory experience beyond the well-tried.

Sanitising and Disinfection to Become Key

Similar to other spheres, laundry care is facing an unseen awareness for hygiene. Therefore, demand for laundry sanitisers and detergents that claim to sanitise and/or disinfect the garments is expected to rise in the coming years. Consumer education will never be so high in relation to home hygiene when the covid-19 pandemic abates. This will undoubtedly push improved hygiene cleaning practices well into the future. Consequently, consumers will be prioritising purchases of products with a “disinfectant” or “hygienic” component.

With a broad range of new laundry care fragrances, Bell combines consumers’ demand for a new cleanliness with the desire for innovative scents. Bell’s perfumers developed sophisticated fragrances that may push laundry sanitisers on a new olfactory level. Perfumistic compositions such as “Kiss of Art”, “Infinity” or “Midsummer Dream” invite on a fantastic journey combining familiar green and floral notes with newcomers like rhubarb.

Unconventional Fragrances to Attract Consumers

Besides disinfectants, concentrated liquid detergents and liquid tablet detergents (pods) are the most dynamic product categories within laundry care in Western Europe (Mintel). Both saw positive growth in the majority of markets in 2019/20. Especially, pods continued to gain momentum, recording strong retail volume and current value growth as more affluent consumers looked to this convenient format that reduces the mess, wastage and spillage factors of traditional formats.

At the same time, it is not only the functional aspects, where consumers’ expectations are on the rise. Brands also need to fulfill consumers’ desire for extraordinary and new fragrance experiences. Bell’s new laundry care fragrances stick out of the familiar, but still remain rooted in consumers’ general preferences. Fragrance’s names like “Wild Garden”, “Green Cottage” or “Amazing Forest” mirror the floral, green or woody character of the compositions, but also reflect the sense of the unconventional coming with these fragrances. Last but not least, compositions like “Romantic Moment” and “Lovely Miss” address those who are looking for more sensual floral or even sweet directions.

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Plant Future

Taste solutions for plant-based alternatives

Plant-based nutrition has become mainstream

The health and wellness trend is fueling product innovation on plant-based food and drink alternatives on a global level. Based on the growing health consciousness of consumers and changing lifestyle habits, they increasingly avoid animal ingredients on a daily basis.

Providing flexible alternatives to traditional animal products such as dairy, meat and fish has become increasingly important across many product categories, with launches having accelerated during the Covid-19 pandemic.

Plant-based diets have evolved beyond traditional vegetarian and vegan consumers and are moving into mainstream. Hence, flexitarian consumer groups and younger consumers are key drivers for this megatrend.

Motivations for plant-based diets include:

  • Health & wellness aspirations
  • Environmental concerns & sustainability
  • Food safety & animal welfare
  • Novelty and multi-facetted choice
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Clouding Module

Clouding Module for creating cloudy beers and beer mixers.

The beer category is constantly evolving. It is driven by premiumization, the ongoing health & wellness trend as well as an increasing market demand for low and non-alcoholic beers, which is creating a strong need for functional product developments. Bell’s Clouding Module therefore answers consumers demand for more cloudy, natural and visually appealing beers and beer mixers.


Consumer insights and market dynamics

Consumers are willing to pay more for “better-for-you” products that are characterized by high quality natural ingredients and sustainable production – indicating that consumers are increasingly seeking quality over quantity. The continuing growth in premium beers and natural-appealing beer mixers evidences the move towards a thoughtful consumption and a stronger focus on premiumization.


Functionality meets naturalness

Discover Bell’s Clouding Module – a technical solution for creating authentic beers and beer mixers.

  • Creation of more cloudy, raw- & natural-looking and visually appealing flavored beers and beer mixers
  • Consumers will associate the cloudiness in beers and beer mixers with the attributes sophisticated, naturalness & simplicity
  • Addressing the megatrends premiumization and health & wellness
  • No off-tastes (e.g. citrus notes)
  • Meeting current market demands for clean labelling and more natural ingredients
  • Due to estergum elimination the declaration as natural flavoring is possible
  • Declaration: natural flavoring, stabilizer: Gum Arabic

More Info Here


>> Contact us to learn more

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Fragrance Trends 2020 – 2021

Fragrance Trends 2020/21 by Bell Flavors & Fragrances EMEA

The inspiration for the fragrance trends 2020/21 is as familiar as it is mysterious: our fascinating planet. Based on three trend themes, the perfumers of Bell Flavors & Fragrances EMEA have created distinct olfactory interpretations for personal and household care products. “Ocean Vibes” symbolizes the origin of life on Earth. “Australian Inspiration” celebrates the island continent, which is a magical destination for many people. The “Planet Lover” trend brings it all full circle. It is dedicated to fragrances that help preserve this beauty.  


Ocean Vibes

Soft sand under your feet. White crests that call to you. An expanse to the horizon. The depth that is home to the unknown. No other landscape pulls at you quite like the sea because it fills us with joy and is still teeming with secrets! “Ocean Vibes” moves right between happiness and mystery. A drop originates in spheres where luminous deep-sea creatures light the way. From there the bubble rises to the surface, joins the other millions and becomes a rolling wave, that carries everything in its path right to the coast. There the wave breaks and all that’s left are shimmering shells it washed up on the beach. The fragrance compositions of the “Ocean Vibes” are just as varied as the oceans, ranging from delicate light notes and lively fresh ones to those of vibrating radiance.


Australian Inspiration

Ranked among popular travel destinations and most recently in the cosmetics industry as A-Beauty, Australia is in vogue. The rugged outback, unique diving and surf spots, lively cities and a relaxed, positive attitude – these are typical associations with Australia. The trend fragrances with the theme “Australian Inspiration” take up these images and feelings and invite you on an olfactory journey across the impressive continent. On the one hand, fresh eucalyptus, soft sandalwood and warm herbal notes with leathery animal tones evoke the red earth of the inland with its exotic animals and mystical places like Uluru. On the other hand, light, fruity and floral fragrances provide a tangy contrast. Just like the metropolis of Sydney, they combine the feeling of pulsating vitality with the beauty of flowering gardens and the light-hearted lifestyle on one of the breathtaking sandy beaches.


Planet Lover

Sustainability and environmental friendliness are not only important, but they are also far-reaching ideas. For years, many fragrances of Bell EMEA have complied with the high standards of renowned ecolabels. With the “Planet Lover” trend Bell now focuses on another aspect of sustainability and translates it into fragrances. And in this case, less is more. This means keeping the number of ingredients on a minimal scale while still developing an exciting and balanced creation. Of course, this increases the development effort and brings new, complex challenges for our perfumers. But it’s worth it. Eventually, this approach is not just a way to save resources when it comes to ingredients. It also reduces other factors that can harm the environment, e.g. packaging and the amount of transport needed. After all, we want our planet to remain a beautiful place for generations to come.


The creations of the Fragrance Trends 2020/21 are vegan and free from microplastics. Following the European regulation on cosmetic products, no animal tests have been carried out for their manufacture. All these attributes make them cutting-edge products that deliver an inspiring and environmentally friendly fragrance experience. To further expand the application fields of the trend fragrances, Bell’s perfumers are currently developing perfume oils that are suitable for certified natural cosmetics.


Download Press Release (pdf) – English
Download Press Release (pdf) – German

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COVID-19 Report: Effects on the F&B Industry

What are the impacts of the global pandemic on the European food & beverage industry?

The outbreak of COVID-19 is having a profound impact on the global economy and consumer markets. With various levels of lockdowns and self-quarantine being executed in most European countries, consumer behavior needed to adapt, impacting the food and beverage consumption and certain consumer and market trends in response.

Based on Bell’s profound market research methods and databases used, we have evaluated the changing consumer preferences and purchasing behaviors, market needs and possibilities for innovations in light of the pandemic for the European market. Hence, providing our customers with opportunities to align your future market and product development strategies.


Changing consumer behaviour and impacts on the food and beverage segment

In the era of COVID-19, consumers are adjusting to the “new normal”. As such, purchasing behavior is characterized by lower disposable incomes, stress and anxieties about the future, and concerns over hygiene, health and wellbeing. At the same time, an increased level of digitalization has brought online shopping to a new height and social distancing has evoked new levels of meeting digitally.

Additionally, consumers are still limiting their shopping excursions to one stop only, leading to a further need for retailers to position themselves as a place to satisfy all general lifestyle needs.

What you will learn in our COVID-19 report:
  • 5 Key trends and effects of changing consumer behaviour amid COVID-19
  • Impacts on various segments of the food & beverage industry including non-alcoholic & alcoholic beverages, dairy & plant-based dairy alternatives, meat products & meat substitutes, sweet & salty snacks, and foodservice
  • Key takeaways for brand positioning and innovation

Get your FREE report here


Adding value through partnership

At Bell, we believe in being successful together. Our market insights and trend observations help you discover key target areas and dynamics, aiming to build up a holistic business and product strategy.

With COVID-19 further influencing the food and beverage industry, Bell has installed a business contingency system in order to provide our customers with the usual quality and support. Thus, protecting the health and safety of our employees, partners and customers is our key concern. We therefore guarantee increased hygiene measures to ensure a reliable and safe manufacturing of our products. Our team is at your disposal, helping you with regulatory needs, documentation and technical support and ensuring to deliver continuous service.

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Breathe. Escape. Enjoy.

Bell EMEA presents Air Care Trends 2021/22.

The latest collection for candles and reed diffusers reflects the spirit of our time: The compositions underline the desire for inner harmony as well as the longing to escape and simply relax. In keeping with this ambivalence between quiet reflection and exuberant longing for the strange and surprising, Bell’s trends for the 2021/22 air care season come with the slogan “Breathe. Escape. Enjoy.”

In addition to current trend fragrances, manufacturers in the candle business can benefit from Bell’s many years of technical expertise. The company supplies the fragrances in both classic liquid perfume oil as well as in the specially developed, solid candle base Scenti Master Batch. Read more about this below.


The more turbulent and uncertain the times are, the more important the private sphere becomes. People focus on the essentials: family, home, community. Taking a deep breath, looking back, and exploring new paths characterizes contemporary life styles. A peaceful environment is a strong incentive and can help generate new strength. Natural materials like wood, untreated cotton and soft fabrics express this feeling as much as soft, neutral colors. Bell’s perfumers have created an olfactory interpretation of this feeling of well-being with extremely elegant fragrances. Lily of the valley and fig unfold in the fragrances “Midnight Lounge” for candles and “Fallen” for reed diffusers with an unusual lightness and freshness. No less noble are the candle fragrances “Deep Inside” and “Chillout Cloud” for reed diffusers: Supported by, among other things, jasmine and sandalwood, they communicate the imperfect beauty that the theme contains.



There is also a deep longing for something far away. Much like homesickness, wanderlust drives people to search for inner fulfilment. Escaping the daily grind, looking to mysterious, distant lands, and also the origins of one’s own homeland satisfies the strong desire for freedom and responds to the deep inner thirst for fulfilment. The warm fragrances that reflect this feeling are characterized by earthy and spicy notes. The candle scents “Lost in the Woods” and “Be the Change” dive into the richness of the world and with cinnamon and woody notes on the one hand and an aldehydic lavender composition with a minty top note on the other hand, both of these fragrances represent an intermingling of cultures and rituals. Bells perfumers have reimagined the theme for reed diffusers with creations called “New Beginning” and “Wanderlust”.



Ultimately everything is a question of personal preference. Realizing the limited nature and uniqueness of your own life as well as enjoying it to the fullest. Psychologists all agree: The most satisfied are all those who accept life and all its ups and downs and still manage to maintain their positive attitude. Moreover, fireworks of vibrant and bright colors, which are the essence of life, shine all the brighter in the dark. Featuring the fragrance of ripened peaches, red berries or even orange, prickly pear, and lychee, the scents “Peach Life” and “My little Cactus” show how lively and intense this hunger for life can smell in a candle. The reed fragrances “Tropisoul” and “Summer Fun”, with mango, jasmine, pineapple and grapefruit, capture the cheerful lightness of summer.


Scented candles are one of Bell’s core strengths. With Scenti Master Batch, the company offers a fragrance system that has been specially developed for the specific requirements associated with this application.

The intensity of scented candles in particular can be significantly improved with Scenti Master Batch. For example, the carrier material supports a dosage over 5 per cent. At the same time, the fragrance oil is bonded in a way that prevents the oil from separating, thus significantly increasing the longevity of the product. This means consumers can enjoy the benefits of a candle that releases its scent only after it has been lit. Last but not least, scented candles manufactured with Scenti Master Batch stand out due to their extremely efficient and even burning.

Scenti Master Batch is available either as a block or as pastilles. The latter is particularly easy to process as a bulk material and due to its lower melting point and, as a non-flammable material, can be stored very easily. Learn More Here


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Essentially Organic

Meeting the new EU-organic regulations with organic certified flavors and beverage compounds!

Organic food products are forecast a double-digit growth rate within the next four years, driven by consumer demand for naturalness, transparency and clean labelling. Additionally, an increased focus on eco-friendliness and sustainability are decisive factors influencing the customers’ buying decisions and the growing demand for organic products.

The European Union represents the second largest market for organic food and beverages, following the US. About 16% of all new product launches in Europe between January 2017 and September 2020 carry an organic claim (data: Mintel GNPD). At the same time, organic represents one of the major growth drivers in retail business, helping to generate shopper loyalty and sustained category growth.


Changing EU regulations

The new EU-Regulation (EU) 848/2018 applying for organic-certified products will lead to a change in the raw materials and flavorings allowed to be used in organic-labelled products. Following the new legislation, only natural x flavorings (95/5) or flavoring preparations are allowed to be incorporated in organic food. In order to keep the organic certification within end products, they are therefore only allowed to contain organic suitable or organic certified natural source flavorings or extracts.

As only a maximum of 5 % non-certified ingredients within product formulation is allowed, organic certified flavors or extracts are mandatory in product categories with high flavor dosages, such as beverage compounds, seasonings and others. This bears challenges for many product categories, especially within the beverage segment – being at risk to lose their organic status. A reformulation of the existing product range therefore is indispensable.

At the same time, the use of organic certified flavors enables product developments based on solely organic raw materials, addressing the growing consumer need for transparency and thus, emphasizing the shared values associated with a brand or company.

Essentially organic: Bell’s line of organic certified flavors and beverage compounds

With a new designed range of organic certified natural source flavors and beverage compounds, Bell enables beverage manufacturers to meet the new EU organic regulations while delivering authentic taste properties such as orange, lemon, apple, lime or cola, among others. The range further aims to support product developments based on solely organic certified raw materials, providing added value for your brand and helping you to meet consumer demands and expand your target group.

  • Organic certified Natural X Flavors compliant with the new EU regulations. 100% natural, clean label solutions for severely affected categories such as non-alcoholic beverages.
  • Bell guarantees the use of high quality raw materials, bearing a strong commitment to responsible sourcing
  • Authentic natural taste creations delivering unique profiles for targeting organic-focused consumer groups and addressing consumers’ health & wellness aspirations.
  • Regulatory expertise and support to meet your specific label requirements and to guide you through the process of certification.

Delivering comprehensive guidance on product reformulation, flavor creation and regulatory, we are happy to support your product development! Get in touch with our team: Contact Bell’s organic Experts!


Bell’s strategic approach in overcoming regulatory challenges

In order to deliver a comprehensive portfolio of flavors fitting market needs and growing consumer demands for organic products, Bell EMEA has carried out an organic certification for its European site. Having been effected with great efforts, this investment reflects Bell‘s increased technical expertise in all aspects of organic flavor creation, sourcing, production technology and regulatory proficiency. Hence, Bell’s organizational structure ensures compliance of its production methods with the new EU organic regulations while adhering highest quality based on carefully selected raw materials and a strong commitment to responsible sourcing.

Delivering comprehensive support in product formulation and regulatory compliance, Bell EMEA further offers a broad portfolio of organic suitable natural source flavorings (95/5) and extracts for beverage applications. While targeting organic needs on a global scale, Bell likewise comprises a portfolio of organic certified and compliant flavors based on USDA-regulations.

“With investing in organic certified product solutions, we are not only supporting our customers in developing EU-compliant organic products. We are further reflecting Bell’s ambition to target consumer’s health & wellness aspirations and to provide our customers with opportunities to engage with broader target groups while increasing their brand‘s own value.” Agneta Hoffmann, Manager Marketing Flavors

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Naturally Sophisticated

Bell EMEA Presents Modern Fragrance Creations for Natural Cosmetics.

The international natural and organic cosmetics industry is evolving like hardly any other consumer goods industry – and with it the scent preferences of consumers. Sophisticated fragrance profiles with fresh, spicy or creamy notes are in vogue. Inspired by current trends, Bell Flavors & Fragrances EMEA presents a modern collection of natural perfume oil compositions. These new scent creations are suitable for certified natural and organic cosmetics, from shower gel to shampoo and skin cream. Bell’s perfumers have developed the fragrances according to the standards of NATRUE, COSMOS NATURAL and COSMOS ORGANIC.

Booming Natural Cosmetics

The demand is greater than ever for cosmetic products made from natural ingredients. The industry has been recording strong growth rates for years, especially in the DACH Region (Germany, Austria, Switzerland), the USA and France. The German market recorded an increase in sales of 9.5% in 2019 (source: Statista). This gives certified natural and organic cosmetics a market share of almost 10% of the German cosmetics market. If industry experts are right, the market potential remains far from exhausted.

Alongside this rapid development, trends and topics that appeal to consumers are also evolving. A few years ago, it was product concepts and scents with purely fruity, floral or herbal characteristics that were widespread and popular. Today, consumers of natural cosmetics are much more discerning and expect more diverse fragrance profiles. This is a preference which at times presents a major challenge for perfumers due to the much smaller range of raw materials available in the natural cosmetics sector compared to synthetic fragrances.


Refreshing like Clear Water

One of the most popular as well as olfactorily challenging types of fragrances are those with watery notes. They are particularly in demand for moisturising and refreshing body and face care products, yet must be created with a very limited range of raw materials. The skilful use of fresh accords, such as minty notes, creates an aquatic-fresh scent – purely with the resources of nature. Bell perfumer Benjamin Bienek explains his approach to fragrance development as follows:

“For me, water is refreshing and invigorating, yet also elegant and graceful. In my composition “Minty Splash NatScent” I used the refreshing properties of mint, as well as notes of lively watermelon to olfactorily represent the cool, invigorating side of water. I underline water’s graceful elegance with a balsamic base of vanilla, patchouli & cistus”.

Benjamin Bienek, Perfumer, Bell EMEA


Relaxing like a Walk in the Woods

Fresh and green fragrances do also meet the current demands. Notes inspired by eucalyptus, cactus or aloe vera, which are widely used in cosmetics, are gender-neutral and suitable for every season. Ingredients from trees such as birch or cedar can be used as a source of inspiration for fragrance development, as well as to create a story around a personal care product. The Japanese wellness trend “Forest Bathing” (Jap. “Shinrin Yoku” = take a bath in the atmosphere of the forest) is currently making its way to Europe and promises mental relaxation and stress reduction. With reference to this calming ritual, Bell calls one of the woodland creations “Forest Therapy NatScent”. When developing this fragrance, the perfumer, Justyna Dehne-Degenkolb, was inspired by the soothing atmosphere of the forest. “I imagined myself standing in the middle of a forest clearing. Surrounded by the subtle smell of white birch bark, I could forget the hectic everyday life for a moment. The scent is fresh and green, but at the same time warm and relaxing,” reports Ms. Dehne-Degenkolb, who has a special fondness for composing natural fragrances.

Creamy like Skin Protecting Milk

Moreover, health-enhancing micro-organisms have found their way into the world of cosmetics, having first gained recognition in the nutrition industry: Probiotics are considered a way to guarantee good skin health as they balance the natural skin flora. The ingredient, primarily derived from lactic acid bacteria, is particularly suited to skin-protecting and skin-soothing creams and lotions. In keeping with this trend, Bell’s new fragrance collection contains milky creations – on the one hand a pampering creamy gourmand note, on the other a sophisticated accord that highlights natural aspects. The latter, called “Nature’s Milk NatScent”, evokes associations with the milky sap that escapes when plant stems are cut. Thereby, the perfumer reinterprets the milk theme in a surprising way.


Invigorating like Exotic Spices

Stimulating and spicy compositions complement the portfolio of natural fragrances. Far Eastern spices such as sweet and fresh cardamom are the inspiration for invigorating fragrance profiles, particularly suited to vitalising shower gels and body lotions. Some of these exotic treasures have anti-inflammatory and antioxidant properties, which can be beneficial for face care products. One example of this is turmeric root, which Ayurvedic medicine has valued for its healing powers for thousands of years. In “Kurkumissimo NatScent”, perfumer Elisa Tzedakis translated the golden spice’s naturally rather subtle scent into an aromatic composition.


“My idea was to develop a very spicy fragrance that reflects the turmeric root’s healing powers. To open this composition, I chose other precious spices such as cardamom, ginger and nutmeg to intensify the exotic aroma and lend the composition a sparkling touch. In the heart, along with the turmeric, notes of jasmine and orange blossom give the spicy facets a round and sensual aspect. The drydown of vanilla and cedarwood provides a remaining sensual and soothing feeling, to give comfort, along with the spicy energy, which is ideal in those currents times. With this accord, I would like to enhance people’s feelings of peace and energy in their everyday lives”.

Elisa Tzedakis, Perfumer, Bell EMEA


All perfume oil compositions are vegan and suitable for use in certified natural cosmetic products according to standards set by NATRUE, COSMOS NATURAL and COSMOS ORGANIC. From shower gel and shampoo to body lotion and facial cream, the natural perfume oils can be used for various applications. The fragrance collection is complemented by a selection of organic plant extracts, which can be claimed on cosmetic products to underline the nature-based formulation.

Request our Fragrance Concept


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Food & Flavor Trend Outlook

What is driving the food and beverage industry in 2020?

Based on the constant evolution of the consumers’ aspirations for health & well-being, authentic and clean label products, the industry is facing a changing demand for new product developments, reformulations and market strategies.

In 2020 and the decade to come, ingredients, such as flavors need to focus on functionality AND taste attributes to serve the evolving needs of today’s consumers. Building a bridge between delivering an authentic taste experience and helping to maintain the sensory characteristics of consumer products is key. By that means, flavors need to provide natural taste solutions for sugar reduction, masking off-notes, salt reduction and many more. Thus, creating further opportunities for the future of food. At the same time, sustainability and transparency are major attributes that need to be obtained across the whole supply chain


Functional taste solutions lead the way

A growing number of consumers is seeking for more healthy food: less sugar or salt, added or alternative proteins as well as superfoods with high nutritional content are major drivers for purchasing decisions. At the same time, consumers are demanding tasty high quality food and seasonal or adventurous variations.

With respect to the vast growing market dynamic for alternative proteins on a global scale, not only meat alternatives will see a respective growth, but also dairy-free white products. Future opportunities will therefore be generated by innovations within the plant-based area. Supported by these market dynamics, the category of sports nutrition will further move into mainstream, opening opportunities for “wellness drinks” and further hybrid categories that address a far larger consumer group.

Thus, maintaining appealing taste characteristics is key for developing successful market products. Authentic taste profiles, such as roasted meat and other culinary profiles or creamy, milky and fresh characteristics need to be obtained. Covering or masking off-notes of various protein types equally play a major role for developing indulgent products. With sugar reduction evolving further and being evident in many product categories at the same time, the need for functional taste solutions will increase substantially over the next 5 years.

Learn more about Bell`s functional taste solutions for sugar reduction


Botanical extracts and organic flavors are taking center stage

Botanical extracts can be found in a growing number of product launches across all major segments, but will most significantly further influence product developments within the non-alcoholic beverage category. Products such as near water, flavored water or infused water are focusing on consumer groups shifting from drinks with a high sugar content to more natural and less sweet options by using a range of botanicals within their formulations. Hence, opportunities can be found in herbal varieties that comprise a more bitter taste or combinations with mint, tea leaves, mild spices or floral notes.

Changing EU-regulations effective for organic-certified products from January 1st, 2021 will also lead to an increasing focus on reformulation within a variety of food and beverage products. In order to keep the organic certification within end products, they are only allowed to contain organic-conform or organic-certified natural source flavorings (95:5) and/or organic-conform or organic-certified extracts.

At the same time, using organic-suitable or certified flavors and extracts will play a major role in new developments within categories such as non-alcoholic beverages, dairy products or bakery & snacks, addressing consumers’ desire for transparency and simplicity of ingredients and the increased focus on naturalness.

Let us help you in finding solutions for the new EU-organic regulations. Contact Us Here.


Hemp is here to stay

Especially younger consumer groups are looking for experimental, yet indulging products, with certain trends or megatrends shaping the industry and setting foundations for new and sophisticated market launches.

The current growth of hemp-based product developments across all product segments within the global F&B industry and the buzz around CBD is likely to fuel product innovations in 2020 and the years to come. Hemp is going mainstream – according to market data, the global hemp-based food market is expected to grow at a CAGR of 24% in the coming years.

The recent popularity of hemp can be mainly attributed to consumers’ growing interest in following plant-based and free-from diets. Together with the consumers’ aspirations for hemp as a superfood, its characteristic herbal and floral notes are also creating high interest and lend a signature taste profile to a variety of applications such as non-alcoholic and alcoholic beverages, baked goods and confectionery products and even sauces, condiments and marinades. The use of hemp extracts further underlines the better-for-you and at the same time premium appeal and creates depictional advantages. Both hemp flavors and extracts will therefore be seen in an increasing variety of product launches within the upcoming period.

Discover Bell´s range of natural hemp flavors and extracts, delivering authentic taste experiences for new and invigorating product creations.


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BBQ Sauces

Inspiring product ideas based on global consumer and market trends.

The past months have put consumers and industry to a tough test. All the more consumers are longing for a return to normality and thus for an increased focus on taste and product diversity. Although the start of the BBQ season was a bit bumpy this year, it is the small measure of normality that connects industry and consumers to bring back the pleasure and joy of good food. Without any doubt, BBQ sauces represent an indispensable classic in this respect.


Consumer Insights: What trends and expectations define a good BBQ sauce?

Consumers are looking for multi-sensory taste experiences. They are demanding exciting and versatile product innovations based on extraordinary combinations of ingredients from around the world. Due to their increasing health awareness, younger generations in particular are paying closer attention to natural ingredients. They are equally focusing on the origin and manufacture of products. At the same time, popularity for plant-based and organic BBQ sauces is rising.

When formulating BBQ sauces, unique and innovative flavors based on high quality and natural ingredients can contribute to attract new consumer target groups and thus boost retail sales on a global scale.


Innovative and aromatic taste varieties for BBQ sauces

Our invigorating product concepts are based on traditional American BBQ sauce recipes. With appealing smoke profiles and the use of various spices, we are meeting the market requirements in Western Europe, while focusing on current market and consumer trends such as the willingness to experiment.

Whether you are looking for exotic and fruity creations, intense smoky profiles or sweet-chocolate notes with a hint of chili – Bell’s extraordinary flavor profiles can turn BBQ sauce into a unique taste experience. Thus, satisfying the consumer’s need for exciting and authentic product varieties. Our intense and complex flavor profiles are characterized by consistent quality and are also free of added flavor-enhancing ingredients. The use of natural flavors and extracts enables clean labelling. We are offering tailor-made flavor solutions that help to refine and expand your product portfolio.

You want to learn more about our unique flavor creations? Our team is happy to assist. CONTACT US


Culinary perfection meets flavor expertise: Bell’s Culinary Solutions

Bell’s Global Culinary Team consists of classically trained chefs and food scientists that work tirelessly to create new and on-trend flavors and applications. Naturalness and authenticity are key in this process. Based on tailor-made flavor profiles and our passion in culinary perfection, we can support you in developing successful market products.

Learn more about our culinary expertise

Innovative flavor creations for BBQ sauces.

One of the finest things about traditional cooking is the scent of something grilled upon open flames, with BBQ sauce being the staple accompaniment for this classic cooking technique. The diversity of this focus topic continues with classic flavors thus far extending it to exciting, authentic and unusual varieties that are increasingly appealing to consumers.

“By creating this BBQ sauce range and using it as a platform for myself to incorporate the ingredients through our flavors, I bring provenance, authenticity and innovation to the forefront of my culinary developments.”

Dan Bell – European Culinary Chef Bell Flavors & Fragrances EMEA

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Sustainable Please

Bell EMEA presents botanical extracts for environmentally friendly products.

Botanical extracts have long been an integral part of the portfolio of Bell Flavors and Fragrances EMEA. Now the company has developed a series of botanicals that focus on sustainability.

The result is this range of extracts from cocoa shells, coffee cherry husk, chamomile and dyer’s woad.

Throughout the entire process, the company’s experts have focused on the most environmentally friendly, resource-efficient production possible without compromising on quality. The newly developed extracts are particularly suitable ingredients for products aimed at the growing number of consumers who want to shop and live more sustainably.

“Our customers’ enquiries show an increased demand for extracts that are produced in an environmentally friendly way. This is no longer just about the organic quality of the raw materials used. Our approach is much more holistic. It involves considerably more factors in the overall process, from packaging and storage to extraction and composting of the plants used.”

Dr. Torsten Blitzke, Manager Botanical Extracts, Bell EMEA


Download Press Release (pdf) – English
Download Press Release (pdf)  – German

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Bell at Fi Europe 2019

Bell Flavors & Fragrances EMEA focuses on functionality and innovation at Food ingredients Europe 2019 in Paris

At this year’s Food ingredients Europe, the world’s leading food and beverage ingredients show, Bell Flavors & Fragrances EMEA presents a range of taste solutions with a strong focus on naturalness, health & well-being and innovation. From 3 to 5 December, Bell will showcase taste solutions for sugar reduction, innovative product concepts based on hemp as well as flavour inspirations for snack seasonings, meat products, confectionery and beverage products – delivering inspirations for a variety of industry applications.

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Bell at SEPAWA 2019

Bell EMEA Presents Latest Technology Developments and Environmentally Friendly Fragrances at the 2019 SEPAWA Congress

From 23 to 25 October Bell Flavors & Fragrances EMEA presents environmentally friendly fragrances as well as latest technology developments at SEPAWA Congress in Berlin. This year, they put the focus on the efficient and sustainable use of resources that enables first-class products, and at the same time help to protect the environment.

The creation of inspiring fragrances is part of the core business of Bell Flavors & Fragrances EMEA. The company is steadily working on improving its established products to meet the growing demands for functionality and environmental compatibility. Therefore, the Leipzig-based company is now introducing concepts revolving around natural or particularly environmentally friendly fragrances.

To consistently pursue the aspect of sustainability, Bell is also developing its technologies accordingly. They now created a version of their encapsulation system Bell MikroBurst®, that is made of natural ingredients only. In the segment of fine fragrances, sustainability is of increasing importance, too. Here a silicone-free version of the perfume cream Scent2Last was developed. Both applications offer well-known advantages in terms of performance.

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Bell Flavors & Fragrances EMEA opens culinary centre and office in UK

Designed to encourage creativity, target culinary innovation and focus on regional product needs – Bell’s new culinary centre and office space in UK has been officially opened on September, 26th 2019. With the new location in Ketton, Stamford, Bell Flavors & Fragrances EMEA strengthens its culinary capabilities and regional reach within the market and sets a strong focus on speed to market and customer-centric culinary innovations tailored for the needs of the UK food and drink industry. Complementing Bell’s headquarters in Leipzig, Germany, the new facility incorporates a state-of-the-art test kitchen, meeting space and office facilities. An own culinary chef is working on-site to deliver on food innovation.

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Bell partners with Gewandhausorchester Leipzig

Bell Flavors & Fragrances EMEA becomes part of the Gewandhausorchester Sponsors Club.

With the start of the new Gewandhaus season 2019/20 Bell Flavors & Fragrances starts its engagement as official Classic Partner of the worldwide renowned Gewandhaus Orchestra in Leipzig. With its commitment, the global operating company not only underlines the social activities at the Leipzig location, but further supports a sustainable form of cultural promotion – along with the company’s own values.

Combining regional responsibility with a global presence

As a global company and one of the leading suppliers of flavours, fragrances, botanical extracts and ingredient specialities to the beverage and food industry, as well as the household care and personal care industry, Bell Flavors & Fragrances represents quality, reliability and above all creativity. These values are also lived up to by the Leipzig Gewandhausorchester, thus ensuring a strong bond between the two partners. Through its commitment as a Classic Partner, Bell supports the Gewandhausorchester in maintaining its artistic performance and the attractiveness of its concert programme (commissioned compositions, performances by world-class soloists, promotion of young talent at the Mendelssohn Orchestra Academy) as well as in strengthening the role of the Gewandhausorchester as Leipzig’s ambassador for guest performances abroad. Based on a strong attachment with the city, Bell’s partnership also focuses on the responsibility for the Leipzig location and its cultural charisma far beyond national borders as well as on a global level.

Oliver Saalmann, Vice President Flavours Division:

”We are very proud that we could find a partner such as the Gewandhausorchester that also combines regional responsibility and global presence and with whom we share common values. Cultural commitment is a high priority for us and is particularly characterised by our strong historically evolved connection to Leipzig and the region. We are looking forward to our future cooperation and to further promoting the cultural diversity of the Gewandhausorchester“.

The Gewandhausorchester: from town band to institution of international renown

The Gewandhausorchester is the oldest civic symphony orchestra in the world. The enterprise was founded in 1743 by a group of 16 musical philanthropists – representatives of the nobility as well as regular citizens – forming a concert society by the name of Das Große Concert. The Gewandhausorchester´s unique contribution to Europe´s historical and current musical wealth has been recognized with the award of the European Cultural Heritage Label. Music lovers worldwide revere the highly individual sound palette that distinguishes the Gewandhausorchester from all other symphony orchestras. This unique sound identity, along with the extraordinarily rich diversity of the repertoire which the Gewandhausorchester performs, is cultivated in over 300 performances each year in the Orchestra’s three ‘homes’: as concert orchestra in the Gewandhaus, orchestra of the Leipzig Opera and orchestra for the weekly performances of the cantatas of Johann Sebastian Bach with the Thomanerchor in St. Thomas’s Church. The Gewandhausorchester has toured the globe on a regular basis since 1916 and enjoys almost unparalleled presence in the media of radio, television, CD and DVD.

Download Full Media Release (PDF)