Company
About Us
- An unwavering focus on crafting exceptional tobacco flavors drives us, fueling our passion and motivation.
- We are a legacy that thinks long-term, ensuring our activities promote sustainability and longevity.
- We firmly believe in nurturing enduring partnerships, delivering superior quality products, and providing first-rate customer service.
Established in 1954 in Hamburg, Germany, Hertz Flavors has grown from a dedicated local provider to a leading manufacturer of flavours in the tobacco and nicotine industry, consistently preferred by industry leaders for our long-term commitment and expertise.
Under the Arethia group, Hertz Flavors operates from cutting-edge production hubs in Hamburg, Germany, and Surabaya, Indonesia, spanning over 10,000 m2. Our facilities set industry benchmarks for quality and innovation. With a current investment exceeding 65 million EUR, Arethia is establishing a new headquarters in Hamburg, aiming to create one of the largest flavour production capacities in Europe by 2025, spanning more than 35,000 m2.
What We Do
Dedication is the key: At Hertz Flavors we offer more than just flavours. Our focus on taste is our passion, our commitment to design and manufacture products with a focus on quality, product compliance and safety our motivation.
As strategic partners, we support our customers' missions to develop next-generation products with reduced risk profiles, while also enhancing traditional tobacco products with modern solutions that comply with market regulations and customer-specific requirements. Our extensive expertise in developing and manufacturing custom-made flavours ensures compliance with the industry's highest standards.
At Hertz Flavors we offer more than just flavours.
What we do
Our longstanding commitment to the tobacco and nicotine industries has established us as a preferred partner and leading manufacturer of flavour additives. With our team of more than 250 employees, we ensure that our customers’ expectations are exceeded for a wide range of flavours for various applications.
100+
Team
With our team of more than 200 employees, we ensure that our customers’ expectations are exceeded for a wide range of flavours for various applications
Standards
Quality
In addition to our extensive know-how and expertise in the development and manufacture of custom-made flavours, our products comply with the highest standards in the industry and are Made in Germany.
ISO 9001
Sertificates
Besides from being certified by DIN EN ISO 9001: 2011, we are of course also compliant to the HACCP food manufacturing standard and use mostly Food Grade raw materials.
Over the last years we have continuously strengthened our position in the markets world-wide.
To extend our dominating role by organic growth, we are extending and upgrading our production facilities to face new challenges in this unique market in the future.
Our History
Hertz Flavors is not just a company; it's a rich tapestry of heritage woven with threads of quality, innovation, and dedication. Founded in 1954 in the cosmopolitan city of Hamburg, Germany, this family-owned business has been honing its craft in the scenic town of Reinbek near Hamburg for over six decades.
1954
Alfred N. Hertz establishes Alfred N. Hertz GmbH after a tenure at a chemical trading company, specialising in the design and manufacture of flavours for the tobacco industry. This marked the beginning of a legacy that would see the development of signature products and brands now dominant in the industry.
1950s-1970s
Originating from a humble garage, the company steadily expanded throughout Europe.
1980
Under the leadership of Christian G. Hertz, Hertz Flavors broadened its reach internationally, positioning itself as a global player during the nascent stage of globalisation.
2000
With business booming, a second production facility is built in Reinbek, near Hamburg, Germany, to accommodate further growth and increase production capacity.
2013
In a phase of technological disruption in the tobacco industry, Philipp Hertz, third generation of the family business, joins the company. This marks a new era of leadership and innovation. And transforms and expands the business to generate further growth.
2014
Founded to diversify into e-flavours and e-liquids, FLAVORIQ is founded and supports the development of new-generation products. This expansion includes the establishment of a Sales & Innovation Center in Dubai, UAE, enhancing the group's international operational footprint.
2017
To better serve the Southeast Asian markets, Hertz Flavors expands its global operations with the construction of its first international production facility in Surabaya, Indonesia.
2023
A significant restructuring leads to the formation of Arethia, a holding and service entity. Hertz Flavors and FLAVORIQ are established as distinct product divisions within this group. This strategic move accompanies the expansion of innovation centers in Dubai and Switzerland.
Today
Hertz Flavors stands as the preferred strategic partner for many of the industry's leading segments. Our commitment to enduring partnerships, superior quality, and exceptional customer service continues to drive our ambition to remain at the forefront of the tobacco and nicotine industry.
Our secret ingredient is dedication
The company's legacy is rooted in an unwavering commitment to crafting exquisite tobacco flavors. This passion, passed down through generations, has been the driving force behind Hertz Flavors' success.
The company's long-term vision ensures it remains forward-thinking in its approach, focusing on sustainability and the preservation of centuries-old tobacco traditions.
At the heart of Hertz Flavors are its core values
- Enduring partnerships
- Superior quality
- Exceptional customer service
These principles have not only shaped the company's past but also form the bedrock of its future. As Hertz Flavors looks to the horizon, it strives to strengthen its position as a vanguard in the tobacco industry.
We are committed to excellence over the long term
Our commitment to refining our processes and enhancing our offerings ensures we meet and exceed customer expectations. This focus on long-term improvement is at the heart of our success and why we remain a trusted partner in the industry.
Hertz Flavors' heritage extends beyond its business operations
The company recognizes its role in the wider world, championing the judicious use of resources and the preservation of the environment. This sense of responsibility towards the planet is an integral part of Hertz Flavors’ legacy, ensuring a sustainable future for generations to come.
In essence, Hertz Flavors' heritage is a testament to its enduring commitment to excellence, its respect for tradition, and its drive for innovation. It's a story that continues to unfold, with each chapter adding to the rich narrative of this remarkable family-owned enterprise.
