For more than a century, Ottens Flavors and David Michael & Company each developed innovative tastes for middle-market customers across the food and beverage industry. Ottens was revered for its rich history and outstanding customer service. David Michael was well-known for its vanilla expertise and strength in the dairy and beverage categories.
Leading sensory experience firm International Flavors & Fragrances (IFF) acquired Ottens in 2015, and David Michael in 2016, with the goal of building a strong mid-market presence. A giant in the industry, IFF had to overcome perceptions among Ottens and David Michael customers that they would lose the personal touch and agility they were accustomed to. Having built a masterbrand strategy, the acquisition presented a new challenge for IFF: how best to balance the equity of three brands, each with over 100 years of history?
The business case for a new brand centered around creating a degree of separation from the parent company. The new brand needed to express the service and speed that Ottens’ and David Michael’s customers had come to count on, while conveying the insights, capabilities and technologies of IFF.
The result? Tastepoint by IFF. The brand concocts the perfect blend of heart and science, dedicated to uniting skill and soul, chemistry and creativity, freshness and familiarity. Visually, Tastepoint comes to life through the iconic shapes depicted in the logo and throughout the design system. Called activation points, the shapes reinforce the notions of fusion and cooperation.
But Tastepoint nearly didn’t make the light of day….
In the midst of developing the new identity, IFF’s senior leadership once again questioned whether an endorsement strategy was the right path, and veered back to a masterbrand approach. The core team and Monigle, armed with IFF customer data and real-world benchmarks, stood firm and demonstrated that maintaining the status quo was the greater risk. Within hours of seeing the team’s analysis, IFF CEO Andreas Fibig signed off on the strategy, name and logo.
“Monigle’s work not only reinforces our strong position, but clearly underscores the firm’s role as a trusted advisor whose perspective is valuable.”Erica ReinerVice President of Sales - North America, IFF
Now, not only has the Tastepoint brand successfully launched to the industry, it’s helped instill a new, unified culture by giving two former competitors a shared purpose to rally around. “Tastepoint’s employees are truly passionate and committed to serving their customers in this exciting space,” said Fibig, “where I expect them to continue to provide industry-leading service to our customers.”
From acerola to zucchini, Tastepoint brings to life tastes that ignite the palate and the imagination.
An innovator in vanilla extract, Tastepoint was the first to offer 100 percent organic and Fair Trade varieties.
As part of the IFF family, Tastepoint tickles tastebuds all across the world.
Tastepoint blends the can-do and know-how of three companies with collective centuries of experience.