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Bell Launches Citrus Campaign to Inspire Food, Beverage & Fragrance Marketplace Innovation

Bell Flavors & Fragrances Launches Citrus Campaign to Inspire Food, Beverage & Fragrance Marketplace Innovation


Citrus Fruits Provide Ripe Opportunity to Explore Flavors & Fragrances Beyond Iconic Tastes and Scents

NORTHBROOK, Illinois – September 21, 2023

Citrus, a beloved and refreshing fruit family, is prized by chefs and perfumers across the globe for its versatility, sweet-tart profile, and ability to elevate the food, beverage, and fragrance marketplace. And, consumers continue to lean into the squeeze! In the United States, 59% of consumers indicate that they like or love citrus and one-quarter (25.7%) of menus feature it (Datassential, 2023). With 56% of global consumers actively look for healthy ingredients in food and beverages (Euromonitor International, 2022), citrus flavors resonate particularly well among those looking to support their immune systems, boost vitamin C intake and elevate their mood.

Consumers are most familiar with orange-, lemon- and lime-based flavors and fragrances, which offer an approachable starting point for marketplace innovation. As they seek novel and sensorial experiences from products, they take interest in new citrus flavors and fragrances, but won’t follow through with a purchase unless they know it’s worth the spend. The industry can ease purchase decision stress and transition newer flavors and fragrances to mainstream palettes by pairing them with and relating to familiar, ‘hero’ elements that consumers know and trust.

“As consumers continue to seek out unique flavors and exotic fruits, our extensive line of citrus varietals offers a way for manufacturers to provide authentic taste experiences without the hassle or expense of sourcing these hard-to-find offerings. Our team of Flavorists and Perfumers have gone to extensive lengths to provide flavors and fragrances that take consumers on a journey around the world without leaving the comfort of their homes. We are excited to bring to life an international collection of rare citrus flavors that may never see the light of day due to their short shelf life or availability,” states David Banks, Senior Director of Marketing.

Citrus Flavor Solutions
While citrus fruits like oranges, lemons and limes continue to be go -to staples, consumers seek more niche and nuanced citrus flavor profiles and unique varietals from around the world to ignite their taste buds and broaden their palates. Bell offers iconic citrus flavors, such as Grapefruit, Mandarin Orange and Meyer Lemon in addition to specialty citrus flavors, like Buddha’s Hand and Peruvian Lime.

These flavors are available in a wide variety of formats and formulations (e.g., natural, organic) to meet product development needs and regulatory standards for a multitude of applications, ranging from baked sweet goods to ready-to-drink cocktails.

For more sweet-tart inspiration, view Bell’s featured citrus flavor list.

Citrus Fragrance Solutions
With its refreshingly tangy and fragrant profile, Bell features citrus in a variety of natural, plant forward offerings:

  • All Natural Blends: 100% natural fragrance creations – including bergamot, calamansi, kumquat and more
  • Aromatic Infusions: natural plant essence with a slight scent – including orange and grapefruit
  • Botanicals: natural plant essence with no scent – including lime, mandarin, tangerine and more

Bell’s unique fragrances and botanicals can help to differentiate products aesthetically and functionally in a wide array of applications, including personal care, home care and pet care.

Digital Promotions
Citrus Microsite

Bell’s citrus packed hub features a wide variety of educational resources for clients to tap into, including what’s trending in the world of citrus, flavor technology solutions for even the toughest R&D challenges, such as sugar reduction and bitterness masking, Bell’s Spark – Ignites Creativity, Inspires Senses® 2023 top consumer trends and much more.

Citrus Booklet
Included as part of Bell’s microsite, this citrus booklet offers insight into Bell’s unique approach to citrus flavor and fragrance development, highlights a plethora of citrus profiles ranging from buddha’s hand to pomelo, and spotlights featured citrus flavors and fragrance lists to get creative juices flowing.

Social Media Promotions
On Tuesdays through the end of October, Bell will share a weekly social media post featuring a unique and often overlooked citrus varietal across Facebook, LinkedIn and Twitter. Follow Bell on social via the links below and stay tune for more sweet-tart goodness delivered straight to your social feed.

Get in touch with your Bell representative or reach out to our Sales team to discuss the opportunity for an in-person or virtual presentation featuring citrus flavor/fragrance demonstrations. To request citrus flavor or fragrance samples, please submit your request here.

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 including the United States, Canada, Mexico, Colombia, Brazil, Germany, India, Singapore, and China, with over 90 operating sales offices worldwide. 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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Strategic Promotions and 
New Hires Strengthen the Fragrance Division

Bell Flavors & Fragrances Announces Promotions and New Hires to Strengthen the Fragrance Division


Global Flavors and Fragrances Company Enhances Focus on Fragrances Business with Top Talent


July 14, 2022 —

Bell Flavors & Fragrances, Inc. (Bell) is proud to announce a series of promotions and new hires within its Fragrance division.

“This leadership team will be integral to the design and delivery of our fragrance strategy to optimize the customer and consumer experience by closely linking Bell’s creative and technology resources with our customers’ brands,” said Deborah French Wright at Bell.

Roberto Olivi is the new Vice President, Fragrance Sales for Bell Flavors & Fragrances, Inc. In his new leadership role, Roberto is responsible for designing and delivering the commercial strategies that will lead the Fragrance sales team to achieve Bell’s revenue and market growth targets, aligned with overall Fragrance Division strategy.

Roberto has held senior executive and management positions with Flavor & Fragrance companies in the US and globally. He brings extensive expertise in business development, client relationship building as well as strategic planning and execution. Roberto holds an MBA in Competitive and Organizational Strategy and Marketing, as well as a BA in Economics.


Marvel Fields has been promoted to take over the key role of Perfumery Director. Marvel will assume the leadership responsibilities to further develop and strengthen our creative and innovation strategies.  She will also provide guidance to the Fragrance Perfumery and Botanical Labs, while continuing her responsibilities as a Senior Perfumer, as time permits. Reporting to Marvel will be the Perfumery Team and the Botanical and Fragrance Lab Management.

Since joining Bell eight years ago, Marvel has contributed immensely to the Fragrance Creative Center. Prior to joining Bell, Marvel worked as a Perfumer for several prominent Fragrance & Flavor companies and was a former President of the American Society of Perfumers, and Chairman Emeritus.


Rose Casanova Gugliotta expands her leadership as Director of Fragrance Evaluation and Applications. In this role, Rose will assume the additional leadership responsibilities of managing both the Fragrance Application Labs and Evaluation.

Rose commands 16 years of experience in the cosmetic industry, and twelve years in fragrance development and olfactive strategy for all types of beauty products. She specializes in building brand identity through fragrance. Immediately prior to Bell, Rose led a team of fragrance evaluators at a global Flavor & Fragrance company for hair care and body care clients. Rose earned a BS in Biochemistry from Hofstra University and a MS in Chemistry from Northwestern University.


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, 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’s of Science degree in Cosmetics and Fragrance Marketing, cum laude, from the Fashion Institute of Technology.

This team of fragrance experts will be key to enhancing and executing Bell’s fragrance strategy and implementing innovative solutions to drive customer satisfaction. Please join Bell Flavors & Fragrances in congratulating these new appointments as they strengthen our commitment to delivering excellence to our customers worldwide.

About Bell Flavors & Fragrances:
Bell Flavors & Fragrances is a leading supplier of flavors, fragrances, botanical extracts and ingredient specialities to the food and beverage industry, as well as the household care and personal care industries.  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 and enables Bell to bring new trends quickly to customers’ attention. Bell is positioned globally to service our customers regionally in order to meet their needs.

Bell Flavors & Fragrances – Feel Nature’s Variety.