Velberry  is the first of a series of new launches developed through a collaborative approach within the "Virtual Innovation Ecosystem", a network of perfumery and formulation experts formed by BASF to speed up the development of new fragrance ingredients.
“Bringing innovative products to the market is time consuming, cost-intensive and involves complicated regulatory efforts and financial risks. Only a few companies in the market have the resources needed for the tedious research and development work involved,” explains BASF. The chemistry giant has therefore join forces with perfumery and formulation partners to develop a series of new substances for the fragrance market.
The experts search through the entire palette of BASF chemicals for molecules suitable for use as fragrances. The large number of potential candidates calls for a strict selection and prioritization process. "We ask for feedback from perfumers, jointly evaluate the substances and then develop the most promising candidates,” explains Ralf Pelzer, head of the New Business Development Unit at BASF Aroma Ingredients.
A sweet and fruity scent
Velberry is described as a fresh, and fruity-sweet top note fragrance material with an ultimate blooming sensation. “The gourmand character combines soft and powdery notes with freshness and red fruits. It has an excellent blooming effect and can be used as a building block to round off formulations,” says BASF.
According to the company, the new ingredient is readily biodegradable with a particularly good toxicological profile. It is not classified by the EC CLP Regulation 1272/2008.
“With Velberry, we have succeeded not only in meeting our customers’ desire for new substances to differentiate their fragrances, but also in meeting the growing demand for sustainable alternatives - all at an attractive price,” says Steffen Götz, head of the BASF Aroma Ingredients division.
BASF explains there is a high demand among perfumers for new fragrances in order to continuously provide consumers with new fragrance profiles for example in personal care products such as shampoos and body lotions. These new products have to give perfumers more freedom in terms of fragrance creations while meeting growing demands for sustainability, product safety and supply reliability at the same time.
“Our pipeline is filled and additional innovations are already on the way," announces Ralf Pelzer.