Expert interview: A look behind the development of modern vape flavors

Developing a flavor is chemistry – making it marketable is precision work. While flavorists create the basic flavor profiles, the Application Management are certain that this vision exists in the practice of the end customer.

In our latest expert interview, we grant Oliver Schwarzer Insights into the demanding process of flavor adaptation. We discuss the challenges of global taste preferences, the strategic importance of regulatory resilience, and why "Made in Hamburg" at Hertz & Selck goes far beyond mere production.

Hertz & Selck in conversation with Oliver Schwarzer (Flavor Artist and Application Management)

H&S: Oliver, you're responsible for application management at Hertz & Selck. What exactly distinguishes your role from that of a traditional flavorist?

Oliver Schwarzer: While the flavorist develops the individual aroma – the building block, so to speak – my focus is on the application. I take these building blocks and combine them into a finished, marketable blend. My goal is for the product to perform exactly as intended in the customer's device. I bridge the gap between the chemical composition and the actual vaping experience.

H&S: What exactly does the development process of a new vape flavor look like?

Oliver Schwarzer: It usually starts with an idea or a client briefing. We create initial drafts and move into internal testing phases. Here, we already eliminate 70 to 80 percent of the approaches. Only what completely convinces us internally proceeds to external testing with selected partners. This process is iterative: refining feedback, adjusting raw materials, until the balance is perfect.

H&S: You mentioned that the biggest hurdles are currently not technical in nature. Where do the real challenges lie?

Oliver Schwarzer: Clearly, it's all about regulation. The dynamic legislation, for example regarding menthol or sweeteners like sucralose, is putting a huge strain on us. We've had to revise over 250 products recently alone. Re-evaluating every raw material and modifying recipes to maintain their character while meeting all the standards is an enormous task for our regulatory and R&D teams.

H&S: How do you handle abstract customer requests, especially when it comes to international markets?

Oliver Schwarzer: That's the "translation work." When a client requests a profile like "Sticky Toffee Pudding," which is culturally very specific, we have to analyze: What are the core components? Is it the rich sweetness, the pastry note, or the caramel? We see enormous differences worldwide. In Indonesia, rich, creamy puddings are a cult classic, which in Europe would almost be considered too intense. Our job is to technically and precisely represent these geographical tastes.

H&S: Let's take a look into the future: Where is the market headed?

Oliver Schwarzer: Due to current legal trends and increasing restrictions on very sweet or fruity additives, I predict a strong comeback for high-quality tobacco flavors. The industry will have to refocus on authentic, expertly crafted profiles. We are prepared for this.

Ready for the next generation of your recipes?

The conversation with Oliver clearly demonstrates that in a dynamic regulatory environment, choosing the right partner is crucial for the continuity of your portfolio. At Hertz & Selck, we combine in-depth market knowledge with technical implementation strength – from the initial concept to the final, TPD-compliant formulation.

Do you want to future-proof your portfolio or tap into new markets? Let's analyze together how we can translate your vision precisely and legally into the next successful product.