A global producer of natural ingredients, ingredient systems and integrated solutions for the food, beverage and nutrition industry, Doehler Georgia has developed more than a hundred innovative products for Georgian non-alcoholic beverage market over its twenty years of operations in the country.
Using the best of nature and innovative technology as the company’s starting point, Doehler’s portfolio ranges from natural flavours, natural colours, natural health ingredients, a vast range of plant-based ingredients to ingredient systems and end-to-end solutions.
“The demand for healthy products and the use of natural raw materials is increasing steadily. The goal of Doehler Georgia is to serve our customers with new product solutions to create successful products on the market, so our team will continue to offer technological innovations and the latest developments to the food industry, products that have additional functional value and contribute to physical and mental well-being,” Commercial Director of Doehler Georgia, Nani Tsulukidze, told Golden Brand.
Q. Doehler Georgia won the Golden Brand award in the category “food industry ingredient”. What does this recognition mean to the company in Georgia and for the head office in Germany?
A. We are proud to win the Golden Brand award and it is very important to see that our partner manufacturers, experts and industry consultants are in line with our strategy. It’s great that people now understand more and more the importance of healthy, safe and natural ingredients, trust in Doehler as their partner. Both the local and head offices love to see our hard work appreciated.
Doehler Georgia, like many companies in the world and in our country, went through some hard times with the COVID-19 pandemic, but we never stopped working on new projects and products, and once the restrictions of the pandemic were lifted, we jumped back into operations.
It is especially gratifying that we could gain new companies as partners, which are also focused on creating healthy, natural products. Doehler closely monitors world market trends and strives to offer the right product launch idea and international experience to our corporate clients at the right time. Thanks to these cooperations, new products developed in the Doehler Georgia application lab appeared on the Georgian market at the beginning of 2022, for example non-alcoholic and energy drinks. The new products soon became popular both in Georgia and in export countries.
Q. Could you please tell us about some of the new products offered by Doehler Georgia?
A. Using the best of nature and innovative technology as the company’s starting point, the Doehler portfolio presents more than 5,000 natural food ingredients – natural flavors, fruit and herbal extracts, healthy functional ingredients, cereals, vegetable milk ingredients, nut pastes, fruit and vegetable preparations, natural food colors, natural sweeteners and vegetable concentrates, chocolates, malt, coffee and tea bases, a vast range of plant-based ingredients to ingredient systems and end-to-end solutions.
Our customers know that the company always surprises them with natural products and innovative ingredients. In addition, our customers are always aware of what is happening in the global markets, what are the trends, which fruit flavours are in demand, what types of drinks are preferred, what functional ingredients are popular among health-conscious customers and more. We have been striving to make drinks healthier, functional and nutritional, and many manufacturers reduce the amount of sugar, use natural ingredients and add vitamins.
Q. As we understand, ingredients suitable to the taste of Georgian consumers were developed in the German laboratory. Can you give some examples of those products?
A. For example, aromas of the saperavi grape variety, Georgian pear and tarragon.
When Doehler came to Georgia about twenty years ago, it was a challenge to create acceptable flavours for the Georgian market. A Georgian consumer is quite well aware of drinks, as we are a “cradle of wine” and a country of lemonade as well. So, it was very important that the flavour, taste and colour is authentic, and most importantly, natural.
Georgian flavours are in demand in other countries as well, but the main share of sales comes from Georgia, of course.
Q. What is the current market share of Doehler in Georgia?
A. Today, Doehler Georgia supplies most of non-alcoholic beverages producers in Georgia and has been maintaining its leading position for years.
Food and beverage market is growing in Georgia and success of new projects will certainly have a direct impact on the our growth as well. With natural raw materials and innovative technologies as our starting point, we always go one step further to create real added value for customers and consumers. This is how we bring ideas to life and pave the way for turning smart ideas into amazing products – for unique, multi-sensory experiences and Nutritional Excellence.
