July Trend Report

Sweet, toasty, musky, floral, earthy, caramelly, smoky: common adjectives used as an attempt to capture the essence of vanilla. Vanilla is anything but boring, which is likely why it’s continued to reign at the very top of almost everybody’s list of favorite flavors. Because of its complexity, diversity, and long-time use in the Food and Beverage Industry, vanilla is sure to remain a prominent flavor trend for years to come!

Vanilla won’t be going anywhere anytime soon, so it’s important that your next vanilla flavored product stands out among the rest. Our flavor experts at Jogue have come together to bring you a true masterclass in vanilla so you can be informed about what to look for in a vanilla extract or flavor.

Source Matters
Vanillin is the main flavor component in vanilla bean pods, but there are over 250 other compounds that contribute to its overall flavor. The identity of these other molecules depends on the type of soil and climate that vanilla is grown in. This is why vanilla is often proudly labeled with the region it came from (i.e. Madagascar Vanilla). Therefore, it’s important to be informed of where your vanilla is sourced from so you can achieve the desired flavor profile:

• Madagascar Vanilla: 80% of the world’s supply of vanilla comes from Madagascar. Since this commodity is not native to Madagascar, vanilla grown in this region is pollinated by hand by farmers. Madagascar vanilla is prized for harboring a luscious, sweet flavor profile due to the tropical climate and soil biodiversity. These 2 factors make Madagascar vanilla premium in both price and quality!
• Indonesian Vanilla: Indonesian vanilla, especially from Papua New Guinea, has a higher vanillin content than other varieties. Gourmet Indonesian vanilla beans are highly sought after by chefs that seek their unique woody/smokey notes.
• Mexican Vanilla: Vanilla is native to Mexico and still pollinated naturally despite modern innovation. Vanilla pods are processed traditionally as well by being allowed to dry and ferment in the sun for 20 days. The long fermentation process leads to complex flavor development. Due to the dry, hot Mexican climate, Mexican vanilla is described to have notes of a toasted, dry chili type flavor.
• Indian Vanilla: Vanilla from India is especially delicate and botanical in flavor. Due to the less complex soil present in this region, Indian vanilla beans have a less nuanced flavor profile compared to other varieties.

At Jogue, we source our vanilla from Madagascar and Indonesia to ensure our customers that they are receiving the most premium vanilla products available on the market. While pure vanilla extracts are our specialty, we also offer one-of-a-kind vanilla flavors to perfectly suit any food or beverage product. Our full line of sustainable vanilla products include:

• Fair Trade Pure Madagascar Vanilla Extract
• Fair Trade Pure Indonesian Vanilla Extract
• Fair Trade Organic Pure Vanilla Extract
• Natural Vanilla Flavors
• Natural Vanilla WONFs
• N&A Vanilla Flavors
• Artificial Vanilla Flavors (Economical Category III)

Sustainability
Only 21% of vanilla products on the market are certified Organic or Fair trade. At Jogue, we believe that sustainable farming matters. We exclusively source our vanilla beans from small farms associated with the Sustainable Vanilla Initiative (SVI). The SVI is a voluntary industry initiative, which aims to promote the long-term stable supply of high-quality, natural vanilla, that is produced in a socially, environmentally and economically sustainable way.
Jogue makes a substantial contribution annually to support sustainability efforts of the SVI and other non-profit organizations. Our contribution supports the livelihood of vanilla farmers and works to make progress in improving the governance, traceability, labor rights associated with this commodity.

Extract vs. Flavor
Our team of flavor experts are committed to helping you find the best vanilla product for any application. While the world of vanilla can seem overwhelming at first, most products on the market can be classified as an “extract” or “flavor”.

All extracts are flavors, but not all flavors are extracts. Extracts are set apart in the flavor universe due to the process by which they are created. Vanilla extract, by definition, must be at least 35% alcohol with a minimum of 100 grams of vanilla beans per liter. An extract is obtained by soaking the natural raw material- in this case, vanilla- in an alcohol solution. Vanillin and most of the other flavor compounds in vanilla beans are soluble in alcohol, and leak into the solution. Over time, the alcohol solution becomes the rich, flavorful liquid we know as vanilla extract.

In contrast, a Flavor is created by manually inoculating a solution of either alcohol, propylene glycol, or glycerin with the isolated flavor components to mimic the flavor of a true extract. While this is a much faster, cheaper process, much of the nuance and complexity of the raw vanilla bean can be lost by not extracting the flavor components directly from the material slowly over time. Additionally, we have yet to identify most of the other 250 flavor molecules in vanilla that contribute to the overall flavor of vanillin. This makes it difficult for even the most experienced flavor chemists to match a flavor to a pure extract perfectly.

Trending Vanilla Applications

1. Gooey Butter Cake: An iconic St. Louis dessert that combines yellow cake with a cream cheese-butter mixture. Sprinkled with powdered sugar and served in small slices, it has a delightful texture and taste. The classic gooey butter cake recipe relies on a rich, premium vanilla extract to elevate its simple ingredient list.
   
2. Paletas de Leche: Global desserts are trending this vibrant frozen treat is no exception! These Mexican ice pops are made of flavored juice & cream, often with fruit chunks, encased on a stick. Vanilla adds a sweet, creamy nuance to the cream-based versions.
   
3. Over-the-Top Oversized Cookies: Thanks to Levain Bakery, Costco, Crumbl, and Insomnia, more is more when it comes to crazy mega-cookies. New cookie flavor concepts weekly with the intent to be the next social media trend. A complex, premium vanilla extract can make or break any cookie flavor, whether its traditional chocolate chip, maple bacon, or red velvet.
   
4. Basque Cheesecake: A modern twist on French-style cheesecake, characterized by its deeply browned, shatteringly crisp top. The custard-like center combined with the crunchy crust creates a unique and delicious dessert. A premium pure vanilla extract is key to making this dessert unforgettable.

Resources:
authenticproducts.eu
https://www.idhsustainabletrade.com/sustainable-vanilla-initiative-svi/
https://agriospice.com/a-guide-to-8-different-vanilla-bean-varieties-and-their-flavor-profiles/#west-indian-vanilla
FDA CFA section 169.175 subpart B