JPL Flavours taps Kreglinger for exclusive European distribution

JPL Flavours, one of the UK’s fastest-growing independent flavour houses, has announced the appointment of Belgian-based Kreglinger as its exclusive distribution partner across key European markets.

The agreement covers the distribution of flavours throughout the Netherlands, Belgium, France, and Luxembourg. The move is designed to bolster JPL Flavours’ international growth strategy while strengthening its ability to service a burgeoning European customer base.

Kreglinger, a specialist with over two centuries of expertise in the European ingredients market, will now offer JPL Flavours’ comprehensive range of top-note flavours. The partnership also includes technical masking and modulation solutions specifically designed for bakery, beverage, nutrition, dairy, and savoury applications.

By integrating these custom flavour solutions into its existing speciality ingredients portfolio, Kreglinger will support customers in both new product development (NPD) and existing product development (EPD). This is particularly relevant for manufacturers aiming to optimise taste in reduced-sugar products or improve the palatability of items containing active functional ingredients.

The partnership is rooted in a shared cultural alignment between two independent, family-oriented businesses. For JPL Flavours, selecting a partner that mirrored their own “honest and traditional business practices” was a critical factor in the decision.

Wim Arnouts, CEO of Kreglinger, noted that the independence of both firms was a primary driver for the collaboration. “It was clear on meeting the team that JPL Flavours prides itself on being independent, which resonates with us as one of the last independent distribution companies for specialty ingredients in the European market,” Arnouts said. He added that the partnership allows Kreglinger to offer customers “bespoke flavour solutions and highly creative, trailblazing, customer-centric ways of working.”

The appointment of Kreglinger follows a period of significant scaling for JPL Flavours. The company recently committed £11 million to a new state-of-the-art innovation and manufacturing site in Bromborough, UK, signalling its intent to lead the market through technology and people-focused investment.

Laura Al-Azzawe, sales director at JPL Flavours, described the move as a major milestone. “This strategic partnership will enable us to service new and existing European customers without compromising on the speed and creativity that we are known for,” she stated.

The collaboration is expected to provide European food and beverage producers with faster access to bespoke flavour innovations while maintaining the agility of a private, independent supply chain.