It has been reported that Kerry Ingredients & Flavours is launching an international advertising campaign with Saatchi & Saatchi X.

The goal of the new global campaign is to make food manufacturers aware that Kerry offers new and effective alternative ways to achieve good taste at a time when companies are cutting down salt and sugar levels in food, sometimes with a detrimental effect on flavour.

The advertising campaign, created by Saatchi & Saatchi X -part of the Saatchi & Saatchi advertising group- is expected to be aimed at food and beverage purchasing, R&D and marketing managers.

It will initially run from September to the end of January 2012 in key food trade media outlets, featuring high-​quality x-​ray images of food ingredients with the strapline ‘No one sees taste like Kerry’.

Dr Adam Anderson, research & development director at Kerry Ingredients & Flavours EMEA, told FoodBev: “Our customers tell us that consumers are increasingly dissatisfied with the taste of products that have been formulated (or reformulated) with lower salt, sugar and fat profiles.

“Manufacturers are facing real challenges in maintaining taste and consumer satisfaction while making these reductions.

“What’s needed is a holistic perspective to taste, looking across the whole food matrix, which encompasses flavours and other taste ingredients options, which is very much the approach we take.”