NovaTaste
NovaTaste is a Salzburg-headquartered B2B supplier of customized savory food ingredients — spices, seasonings, marinades, functional actives, and food cultures — serving food manufacturers, butchers, and foodservice players globally through a multi-brand platform spanning 21 sites in 11 countries.
- Company typePrivate
- Founded2023
- HeadquartersSalzburg, Austria
- Headcount1,001–5,000
- GTM typeB2B
- OfferingHardware or Manufacturing
What NovaTaste does
NovaTaste is a Salzburg, Austria-headquartered B2B supplier of savory food ingredients and customized taste solutions, operating a multi-brand platform that spans herbs and raw spices, seasonings, marinades, functional active ingredients, and food cultures. The company serves food manufacturers, butchers, and foodservice players globally through more than 2,400 employees, 21 sites, and a portfolio of regional brands including WIBERG (Austria/Germany), BSA WIBERG (Canada), Piasa (Mexico), THE MIGHTY (Thailand), McClancy (United States), Eppers (Germany), Tec-Al (Italy), Redbrook (Ireland/UK), AMcO (Poland), and heritage German and Swiss brands dating to the late 19th century.
The technology layer is rooted in applied food science rather than software: NovaTaste employs R&D experts who deliver turnkey projects and customized formulations, either as all-in-one compounds or as individual seasonings and functional components, addressing taste, texture, and shelf-life requirements for end markets including savory, plant-based, dairy, bakery, snacks, and convenience. Distribution is direct to enterprise customers via field sales, with the 2024 acquisition of McClancy extending reach into Quick Service Restaurant foodservice.
The business model is B2B ingredient sales with customized pricing: revenue is generated by selling value-added savory ingredients and blends to industrial and artisanal customers, with no publicly disclosed pricing. NovaTaste was carved out from Savory Solutions Group in May 2023 through an acquisition by PAI Partners, which remains the majority shareholder, and has since executed three additional acquisitions (McClancy, Eppers, Tec-Al) to expand into the US, German, and Italian markets.
NovaTaste firmographics
Firmographics- Name
- NovaTaste
- Legal name
- NovaTaste Austria GmbH
- Website
- https://novataste.com
- Company type
- Private
- Founded year
- 2023
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- NovaTaste is a Salzburg-headquartered B2B supplier of customized savory food ingredients — spices, seasonings, marinades, functional actives, and food cultures — serving food manufacturers, butchers, and foodservice players globally through a multi-brand platform spanning 21 sites in 11 countries.
- Ownership category
- akta.pro rank
NovaTaste industry classification
Industry- Product category
- Savoury Food Ingredients
- NAICS
- Seasoning and Dressing Manufacturing (31194), Mayonnaise, Dressing, and Other Prepared Sauce Manufacturing (311941), Food Manufacturing (311)
- SIC
- Miscellaneous Food Preparations & Kindred Products (2090), Food And Kindred Products (2000)
- akta.pro primary industry
- Prepared soups, stews & chili manufacturing (AFAKAHAJ)
- akta.pro secondary industries
- BBQ Sauce & Marinades Manufacturing (AFAKADAH), Pesto, Cooking Pastes & Concentrated Flavor Bases Manufacturing (AFAKADAN), Ethnic Spices, Herbs & Seasonings Wholesale (AFAIAIAF)
Keywords
Where NovaTaste is headquartered
LocationHeadquarters
- HQ city
- Salzburg
- HQ country
- Austria
- HQ region
- Europe
Offices6 records
Markets served
NovaTaste business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Food Ingredients and Solutions: NovaTaste provides value-added savoury ingredients and blends to improve taste, texture and extend shelf life of food products. Revenue is generated through the sale of herbs, raw spices, seasonings, marinades, functional active ingredients and food cultures to food manufacturers, butchers and foodservice players.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels2 records
NovaTaste product offering
Product offeringCore offering
NovaTaste manufactures and supplies customized savoury food ingredients and taste solutions, including herbs, raw spices, seasonings, marinades, functional active ingredients, and food cultures, delivered as all-in-one compounds or individual functional components. The company serves food manufacturers, butchers, and foodservice players globally through turnkey projects that combine R&D-driven innovation with sustainable ingredient sourcing.
Product overview
NovaTaste is a global leader in taste innovation offering a diversified portfolio of food ingredient brands and solutions. The company operates as a multi-brand platform with core brands (WIBERG, Piasa), regional sub-brands (BSA WIBERG, Eppers, AMcO, THE MIGHTY, Redbrook, Gewürzmühle Nesse, Gewürzmüller, Mühlehof-Gewürze), and acquired brands (McClancy, Tec-Al). NovaTaste's product offerings include herbs and raw spices, seasonings and marinades, functional active ingredients, and food cultures. The company serves end markets including savory, plant-based, dairy, bakery, snacks, and convenience, providing customized solutions to food manufacturers, butchers, and foodservice players.
Differentiator
Problem solved
Functional benefit
Brands
- WIBERG: Global spice and seasoning brand operating in Europe and internationally.
- BSA WIBERG
- Eppers
- Piasa
- AMcO
- THE MIGHTY
- McClancy
- Tec-Al
- Redbrook
- Gewürzmüller
- Gewürzmühle Nesse
- Mühlehof-Gewürze
Products and services
- Herbs and Raw Spices High-quality herbs and raw spices supplied as foundational ingredients for food manufacturers, butchers and foodservice players across multiple end markets.
- Seasonings and Marinades Customized seasonings and marinades for food manufacturers, butchers, and foodservice players, tailored to customer specifications and market requirements.
- Functional Active Ingredients Functional ingredients that enhance food product quality, texture, and shelf life across meat, dairy, bakery, snacks and convenience applications.
- Food Cultures Food cultures for fermentation, preservation, and flavor development in dairy, meat, and other food applications.
- Customized Taste Solutions (Turnkey Projects) End-to-end customized and sustainable taste solutions delivered as all-in-one compounds or individual seasonings and functional components, with R&D support for customers ranging from start-ups to established businesses.
- Reaction Flavours and Flavour Precursors Reaction flavours and flavour precursors supplied to snacks, noodles, processed meat and seafood, and sauces markets through THE MIGHTY brand.
Companies that use NovaTaste
Customer profileNamed customers3 records
Segments4 records
Ideal customer profiles3 records
NovaTaste technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
NovaTaste partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered minor.
- United Nations Global Compact (UNGC)minorNovaTaste is an active participant in the United Nations Global Compact, engaging for action initiatives, engagement areas and resources and training. NovaTaste's majority shareholder is a UNGC member.
- European Spice Association (ESA)minorNovaTaste is actively engaged in the European Spice Association (ESA) Sustainability Working Group, contributing to industry sustainability initiatives.
- United Against WasteminorNovaTaste is a member of United Against Waste, reinforcing their commitment to reducing food waste through precision, expertise, and innovation.
- SEDEXminorNovaTaste holds a Group-wide SEDEX membership, committing to responsible sourcing and improved ethical and labor standards across the supply chain.
- GHG ProtocolminorNovaTaste is committed to reducing greenhouse gas emissions annually in accordance with the GHG Protocol, demonstrating alignment with international climate reporting standards.
Scale indicators5 records
Recent moves7 records
Expansion highlights5 records
NovaTaste competitors and assessment
Company assessmentDirect peers
- McCormick & Company: Global leader in spices, seasonings, and flavor solutions serving food manufacturers, foodservice, and retail. Directly comparable to NovaTaste on product mix (spices/seasonings) and customer base (food manufacturers), though at much larger scale and with a public-market profile.
- Kerry Group: Ireland-based taste and nutrition solutions provider serving food and beverage manufacturers globally. Directly comparable to NovaTaste on B2B savory ingredient systems, custom formulation, and functional ingredient offerings across meat, dairy, snacks, and convenience end markets.
- Döhler: German privately held supplier of natural ingredients, flavor systems, and ingredient blends for food, beverage, and nutrition applications. Closely comparable to NovaTaste on customized savory blends, spice-based ingredient systems, and direct B2B sales to manufacturers.
- Sensient Technologies: US-based global manufacturer of flavors, fragrances, and colors for food, beverage, and consumer products. Comparable to NovaTaste on savory ingredient systems, seasonings, and customized taste solutions for food manufacturers.
- Olam Food Ingredients (ofi): Singapore-headquartered supplier of cocoa, coffee, dairy, nuts, and spices for food manufacturers. Directly comparable to NovaTaste through its spices and seasonings portfolio serving global B2B customers across savory and snack end markets.
Broad incumbents
- Givaudan: Swiss global leader in flavors and fragrances serving food, beverage, and consumer goods manufacturers. Overlaps with NovaTaste in savory flavors but operates at far greater scale across F&F, with broader category coverage including sweet and beverage flavors.
- Symrise: German global F&F and nutrition ingredients company with significant savory taste exposure. Comparable to NovaTaste through its Diana Foods segment and food ingredients business serving meat, snacks, and convenience markets worldwide.
- DSM-Firmenich: Dutch-Swiss merged entity combining nutrition/health ingredients with flavors and fragrances. Comparable to NovaTaste on savory taste solutions, food cultures, and functional ingredients for food manufacturers, though much larger and broader in scope.
- IFF (International Flavors & Fragrances): US-based global F&F leader following the 2021 merger with DuPont N&B. Directly comparable to NovaTaste in savory flavors and food ingredient systems for manufacturers, operating at significantly larger scale and broader category scope.
- Tate & Lyle: UK-based global food ingredient solutions provider focused on sweeteners, texturants, and taste modulation. Overlaps with NovaTaste on functional food ingredients and savory taste solutions, though more weighted toward texture and sweetness.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
NovaTaste social profiles
Digital presenceNovaTaste compliance and trust
Trust signalCompliance3 records
NovaTaste financial estimates
Financial estimateRevenue estimate
Valuation estimate
NovaTaste leadership team
Management profileNumber of profiles
Profiles2 records
NovaTaste subsidiaries and ownership
Company hierarchySubsidiaries10 records
NovaTaste funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
NovaTaste M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about NovaTaste
What does NovaTaste do?
NovaTaste manufactures and supplies customized savoury food ingredients and taste solutions, including herbs, raw spices, seasonings, marinades, functional active ingredients, and food cultures, delivered as all-in-one compounds or individual functional components. The company serves food manufacturers, butchers, and foodservice players globally through turnkey projects that combine R&D-driven innovation with sustainable ingredient sourcing.
Is NovaTaste a public or private company?
NovaTaste is a private company. It is classified as private equity controlled and is currently operating.
When was NovaTaste founded?
NovaTaste was founded in 2023. It employs 1,001 to 5,000 people.
Where is NovaTaste based?
NovaTaste is headquartered in Salzburg, Austria, in the Europe region.
How does NovaTaste make money?
One revenue line is on record: food Ingredients and Solutions.
Who are NovaTaste's main competitors?
Direct peers on record are McCormick & Company, Kerry Group, Döhler, Sensient Technologies and Olam Food Ingredients (ofi). Broad incumbents are Givaudan, Symrise, DSM-Firmenich, IFF (International Flavors & Fragrances) and Tate & Lyle.
Does NovaTaste have an API?
No public API is recorded for NovaTaste.
What industry is NovaTaste in?
NovaTaste's product category is Savoury Food Ingredients. Its primary akta.pro industry code is AFAKAHAJ, Prepared soups, stews & chili manufacturing, with a secondary code of AFAKADAH, BBQ Sauce & Marinades Manufacturing. Its NAICS code is 31194 and its SIC code is 2090.