Natural Flavours for Bakery, Biscuits and Pastry

Baking is the hardest test of a flavour, because anything volatile leaves during the bake. Two things matter: heat stability, and whether the flavour is going into a water phase or a fat phase. We make both, which is why butter appears in this selection three times - once on an MPG water soluble carrier and twice on an MCT oil soluble carrier for fat-phase dosing in doughs, fillings and laminated products.

Published dosage for bakery, pastry, bars and cereal sits at 0.4%, rising to 0.5% on ladders that group bakery with confectionery and syrup. Butter, vanilla, chocolate, hazelnut and pistachio do most of the work in the category, with cinnamon, biscuit and caramel behind them.

Across European launches between January 2024 and December 2025, biscuits were led by chocolate, cocoa, milk chocolate, butter and hazelnut; cakes by chocolate, cacao, vanilla, butter and hazelnut; and brioche by chocolate, butter, hazelnut, cream and vanilla. Butter, hazelnut and pistachio were the clearest risers across all three, with lemon and raspberry rising in cakes.

Raw material cost is the defining pressure. Cocoa, butter, eggs and cereals have all risen sharply, and in some cases been genuinely short, which is pushing manufacturers to reformulate while trying to protect the taste consumers already know. A butter flavour on a heat stable carrier is one of the standard ways to hold a buttery profile when butter itself is being reduced.

Clean label expectations are high and specific: in some European markets close to 90% of shoppers say they prefer biscuits with five ingredients or fewer. Our flavours are clean label, vegan, and free from additives, allergens, gluten, GMO and sugar, and are declared as natural flavour.

Sugar reduction is now standard rather than optional, which puts more of the sensory load on flavour, and formats keep getting smaller and more portable - mini brioche, briochettes, snackable bars and bites - where a small portion still has to deliver a full flavour hit.

Seasonal and festive limited editions remain a reliable driver in brioche and cakes, which favours suppliers who can turn a small batch around in days rather than weeks.

• Water phase or fat phase. Use a water soluble MPG-carrier flavour for doughs, batters and creams with a water phase. Use an oil soluble MCT or triacetin-carrier flavour when the flavour needs to sit in fat - fillings, laminated doughs, coatings and chocolate.
• Heat stability. The MPG and triacetin carriers are marked heat stable, which is what allows the flavour to survive a bake rather than volatilise out of it.
• Dosage. Start at 0.4% of the finished product for bakery, pastry, bars and cereal, and 0.5% where the ladder groups bakery with confectionery and syrup.
• Reformulation work. If you are reducing butter, sugar or cocoa, our NPD team can work from your current recipe and target the profile you are trying to keep rather than starting from a blank brief.

• Minimum order: 10kg for natural liquid flavours. Some ethanol-carrier beverage flavours are packed in an 8kg drum; each flavour page states its own figure.
• Lead time: 5 business days plus transit, Australia-wide. We aim to confirm a purchase order the same business day.
• Price breaks: published in every flavour guide on this site, so you can cost a formulation before contacting us.
• Shipping: DAP fees are charged per purchase order - A$100 flat to metropolitan Australia, and A$100 plus A$5 per kg to regional Australia and New Zealand. Delivery only, no pick-ups.
• Samples: individual 50g samples and curated sample kits are available from the samples page.