Next generation chicken flavours: heritage meets innovation across Asia Pacific

street-food scene with several people gathered around a small blue plastic table, cooking a large bubbling pot of stew on a portable gas burner; side dishes like kimchi and sauces surround the pot, along with bottles of soju, bowls, chopsticks, and napkins, capturing a busy, casual outdoor dining atmosphere.

Consumers across Asia Pacific crave chicken flavours that are both bold and deeply familiar. The challenge is clear: deliver richer, more complex profiles that honour tradition while embracing rapid innovation. Givaudan’s next generation chicken flavour solutions respond to these evolving needs, drawing on insights from China, Japan, Southeast Asia, and Australia.

What defines next generation chicken flavour in Asia Pacific?

Across the region, people seek chicken products that taste like home, but with heightened intensity and sophistication. Givaudan’s research reveals a strong desire for both comfort and excitement—consumers want familiar notes, yet expect them to be elevated and memorable. This dual demand shapes the future of chicken flavours in markets from Japan to Indonesia.

Consumer insights reveal nuanced preferences

In Japan, younger women favour lighter, familiar chicken flavours for mid-day snacks. In China, sensory clusters such as livery and marrow, HVP and roasted, meaty, and clear chicken soup drive preference. Meanwhile, one in three Indonesian chicken broth users want a more authentic taste, and a similar proportion of Filipino noodle consumers seek more delicious, malinamnam options. Givaudan’s proprietary studies underpin these findings, guiding the development of impactful, tailored solutions.

Recreating heritage tastes with next generation solutions

Givaudan’s TasteEssentials® chicken range is crafted for high impact, stability, and authenticity. These solutions are designed to deliver holistic taste experiences that resonate with local expectations, whether in a bowl of noodles or a crisp snack. The approach blends tradition with innovation, ensuring every product stands out on the shelf while staying true to its roots.

Advanced sensory tools deepen understanding

Givaudan’s first-of-its-kind Chicken Language Wheel helps decode the complex nuances of chicken flavour. This tool supports seamless collaboration from kitchen to production, enabling the creation of rich, memorable profiles. The result is a suite of flavours that offer high intensity, robust heat stability, and cost efficiency—qualities essential for rapid product development and market success. ⁽^a⁾

Crafting convenient formats for every market

Convenience is key in Asia Pacific, where consumers enjoy chicken in a variety of forms—from bouillon and fried chicken to noodles, snacks, and sauces. Givaudan’s next generation solutions are tailored for these diverse applications, supporting brands as they design sensory experiences that are both impactful and practical.

Flexible solutions for rapid innovation

With robust, concentrated flavours that perform across high-temperature processes and extended shelf life, Givaudan enables faster formulation and reduced development time. This flexibility empowers brands to respond quickly to changing tastes and market trends, ensuring relevance in a dynamic landscape.

Expanding what’s possible with chicken flavour

Next generation chicken flavours go beyond taste, offering deeper sensory experiences and new creative possibilities. Givaudan’s proprietary technologies, including reaction flavour and high-impact molecules, help decode subtle nuances and deliver holistic profiles. Digital tools such as consumer foresight and AI co-creation further accelerate innovation, while regulatory guidance and supply chain support help de-risk launches across the region.

Confidence from concept to shelf

Givaudan’s end-to-end expertise ensures that every chicken product not only meets local expectations but also navigates regulatory and operational complexities with ease. This comprehensive support gives brands the confidence to explore new ideas and bring them to market swiftly.

The next generation of chicken flavour in Asia Pacific is rooted in heritage and driven by innovation. Givaudan’s solutions help brands balance tradition and creativity, meeting the region’s evolving tastes with care and confidence. The journey continues—each new creation brings fresh opportunities to surprise and delight.