A retailer's guide to syrup shopping.

Flavored syrups have evolved from a trend into a solid industry. Learn how to shop for a supplier.

Whether you're sipping a Virgin Peach Daiquiri, dribbling strawberry syrup over pancakes, or concocting a double tall orgeat latteccino, flavored syrups have evolved from a trend into a solid industry. While it hasn't been too long since you could count the number of syrup manufacturers on one hand, today the number is elusive, as more and more companies are producing the "purest," "best quality, finest tasting" syrups available.

Anyone attending the SCAA trade show was overwhelmed by the variety of syrups available. With so many choices at our disposal, we decided to discuss several options from a retail or food-service perspective. Our intent is to provide questions to consider when shopping for syrups; these are a few considerations to inspire your investigation into the colorful, changing world of syrups.

Although much has been written on this topic, and many manufacturers have been represented in recent articles, we have selected a few syrups, some old, some newer, that represent the industry and provide all the elements to consider when making a purchase for your store(s).

Syrups presented in this article are Torani, DaVinci, San Marino, Folklore, Monin, Senza Zucchero, and Entner-Stuart. Price will not be discussed due to extensive variables.

First of all, give yourself some shopping time. Trade shows are perfect shopping malls, complete with shopping bags. If you're attending one, allot a specific time to taste syrups without combining your taste tests with coffees and other beverages.

When prospects visit the Monin booth, marketing director Catherine Persson invites them to sample a granita. Persson's European background influences prospects to consider everyone who will be enjoying Monin syrups in their final form. "Consider what you will give your children," she says. "Please read the labels," she emphasizes. Monin, which is made from natural fruit juices, is a French product first introduced in Europe, where it has enjoyed continued success for many years and is growing at a fast pace throughout the U.S. According to Persson, Monin will start manufacturing syrups at their U.S. headquarters in Clearwater, Florida very soon.

Realizing shoppers are conditioned to reading labels, Senza Zucchero (which means "without sugar") recently changed their labels on their exclusively sugar free syrups to a bolder print of the words "Sugar Free." "Fat Free" is another notation added to the label. Richard Carlson of Senza Zucchero reports there is a growing market niche for sugar free syrups, citing 14 million diabetics as an example.

Senza Zucchero's peach cream granita is reminiscent of a "Dreamsicle," but without the calories or fat. By the way, choosing a regular flavored syrup from one manufacturer, and a sugar free line of syrups from another, is not against the rules and may even be a positive move for you. Folklore Foods, Inc., DaVinci, and San Marino also carry regular and sugar free flavored syrups.

Your specific business needs coupled with geographic location have a definite impact on the syrups you sell. If you have a cafe on the east coast, make certain the syrup you select has an eastern distributor. Freight charges might dip into your profits! If you operate multiple units, you may prefer to purchase syrups that have a strong brand recognition, such as DaVinci, Monin, or Torani. DaVinci is working with Marriott and General Foods Gourmet Coffee programs who are experienced in providing products in large quantities and distributing to international markets.

Torani, a highly recognizable brand name, has recently introduced a new concept to the industry by pairing their syrup with a major candy producer, Brown & Haley. Having just introduced "Torani Almond Roca Syrup," Torani is the first to partner with a company that will lead both companies into new market niches with highly recognized brand name products. While syrups have been marketed mainly in the food-service industry, the introduction of Torani Almond Roca Syrup will lead them into the entire confection industry, creating new sales opportunities outside the traditional beverage arena.

Another need to consider is whether the syrup is kosher. Ask the manufacturer/distributor. San Marino and Entner-Stuart advertise their products as being kosher in their promotional literature.

What's in a brand name? Here again, the brand you select may need to coincide with your store concept. Torani carries the Italian theme, while Monin is French. What about "Folklore?" - an interesting and appropriate name for the small, Washington state-based company whose market is primarily the midwest. Could it be their flavor "Huckleberry" is a strong seller in Missouri? The name Folklore conjures up an image of homemade that bodes well with freshly baked confections served in a specialty cafe or bakery. While being a small company, Folklore is quite versatile with its 59 regular and sugar-free flavors and retail and consumer size bottles that are available in either glass or plastic.

Deciding on a syrup that comes in glass or plastic bottles is often a difficult decision. Discover what the manufacturer/distributor has to say about his containers, how they are packaged for shipment, sealing mechanism, stability of the product, and label conformity. How far does the product have to travel? When syrups were first introduced, there were problems with glass breakage, but overall that issue has been resolved with better handling, packing, and shipping.

Finally, what do manufacturers/distributors have to offer prospects to educate, promote, and sell their product? The amount of collateral or support material seems to be proportionate to the size of the company. San Marino Gourmet Syrups is part of Flavor Technology Corporation (FTC), which is now a division of Pfizer Food Science. FTC is the only flavor company in the U.S. producing syrups and was the first to develop the concepts and products for "hazelnut and vanilla-nut" coffee flavors. According to Robin Nearman, FTC marketing director, there is a customer service team at (1)[phone] to help prospects with their questions. There are complete marketing and merchandising programs available to help promote and sell their products. Among the myriad creative promotional tools used by Torani, the company has hired Ann Rudorf, Torani chef/culinary director to create entire menus around their syrups. Recipes, tips, educational information, and more are featured in the Torani newsletter, which goes to distributors and consumers. Contact Becky DeMartino, marketing manager at Torani, at (1)[phone].

DaVinci Gourmet Flavored Syrup has an international following with strong roots in the confection industry. Creative recipes are given that range from flavoring coffees and milkshakes to baking and marinades. Call Doug Gerber, national accounts manager, at (1)[phone].

After many years as a coffee manufacturer in Corvallis, Oregon, Allann Bros. Coffee Co. developed Entner-Stuart flavored syrups. With just four years on the market, Entner-Stuart's distribution is now nationwide, using its coffee expertise as the driving force toward its growing success. Trendy recipes such as Jurassic Pop with a gummy dinosaur, and a seasonal Red-Nosed Reindeer, featuring a cherry "nose" are detailed in their promotional brochures. Call Rayetta Beali, international buyer, at (1)[phone].

Having created cocktails and "mocktails" for the hotel and restaurant trade throughout Europe and the U.S., Monin offers recipe cards, table tents, and brochures on how to use their products. Contact Alan D. Johnson, national sales manager, at (1)[phone].

Although smaller, both Senza Zucchero and Folklore will offer hands-on advice. Richard A. Carlson, owner of Ricter Enterprises, which markets Senza Zucchero, has been in the beverage industry since 1977 and is an expert on his market niche. Contact Richard at (1)[phone].

Folklore, while a young company, was founded by George Hanson, who has been creating beverage products for more than a quarter of a century. Having just introduced his syrups in 1990, Folklore offers a versatile selection of flavors and bottle types. Contact Daniel L. Hanson, c.e.o, at (1)[phone].

In the final analysis, there are many companies merchandising syrups - large and small, offering a wide variety of flavor selections, choices for ingredients and bottle preference, a variety of distribution channels, various pricing and support materials, all making the decision process baffling without the most important consideration. What's most important to consider is taste and how that is achieved. Sample them all to find the syrup(s) that meets all your business needs.

Suzanne Brown is an account executive with Atlanta Coffee Roastery in Atlanta, Georgia. She has been a regular contributor to Tea & Coffee Trade Journal since 1988 and has worked as a marketing consultant for the specialty coffee industry.