The Art
of Taste

since 1931


since 1931


since 1931


since 1931


since 1931

Our flavors

The Art of Taste specialises in liquid aromas and basic ingredients for the following fields of application:

Alcoholic products

  • Liqueurs
  • Flavoured wines
  • Spirits
  • Flavoured beers

Tea and Coffee

  • Black tea
  • Green tea
  • Herbal teas and fruit infusions
  • Coffee

Other foods

  • Cheese and Milk products
  • Fillings
  • Jellies
  • Baking aromas

The Art of Taste unites competence,
creativity and communication

Our company

The Art of Taste unites decades of expertise in the formulation of flavours with contemporary creativity. We have been creating products for the food industry since 1931. Our aim is to offer our customers solutions that meet their needs precisely, solutions which give their products an unmistakable profile. At our modern head office and production facility in Hamburg, our home city, we have everything it takes to fulfil the demands of the market. Our dependable international distribution network across four continents allows us to meet our customers exactly where they need us to be: in their local market.

since 1931


It isn’t just our flavours and basic ingredients that are “Made in Germany” – so are the quality standards we set ourselves. Quality takes top priority for us, from development to production and sales. It goes without saying that we fully comply with international standards. Raw materials and finished goods undergo rigorous, continuous quality testing and analysis at our head office in Hamburg. Our computer-aided process planning ensures maximum safety in production. All of these factors enable us to meet our own high standards – and exceed those of our customers.


The Art of Taste unites competence, creativity and communication. Our development team, which combines decades of experience in a wide range of applications ranging from alcoholic beverages to tea and coffee, dairy products and baked goods, is dedicated to the production and perfection of flavours. Our sound grasp of the latest trends is just as important as our excellently equipped laboratory; and as one aspect of our dedication to supreme quality, each new flavour undergoes stringent testing in our in-house applications. And there’s another, equally crucial ingredient: communication. From initial briefing to the various different creative phases right through to final approval, we engage in a stimulating, constructive dialogue with our customers.

Customer focus

Our flavour solutions are just as varied and individual as our customers. Not just because we create the aromas exactly as our customers envisage them, but also because we produce them when our customers need us to. It’s not just our ideas that are fresh – our products are, too. And because each customer has a dedicated contact person within the company, smooth, direct communication is guaranteed at all times. All of these factors allow us to transform customer focus into something infinitely more valuable for all concerned: customer satisfaction.


What turns a recipe into a recipe for success? We believe that it is carefully selected ingredients, creative flavourists and proven processes. All the formulations we develop and take to maturity are rigorously tested in our in-house application laboratory. This allows us to ensure that our customers are getting precisely what they expect from us: flavours that delight their consumers.

The Art of Taste at a glance


Our decades of expertise in the creation of aromas allow us to offer our customers individually formulated liquid flavours and basic ingredients for alcoholic beverages, tea and coffee, baked goods and dairy products.


We apply the highest possible safety standards to all our products and processes. Thanks to our comprehensive legislation expertise our customers’ end products can be enjoyed by consumers all over the world.


Good taste is not just a question of the right ingredients, it also involves choosing the right partner. We support and advise our customers personally and provide our proven competence throughout all the phases required to develop a flavour.


We believe that quality is more than simply a product characteristic. For us it is a value that shapes all areas of our company: from raw materials to analysis, sensory analytics and production, culminating in customer services that are deeply satisfying in every respect.

Quality takes top priority for us, from
development to production and sales.

More Info

The Art of Taste

Disclosures pursuant to Section 5 of the (German) Telemedia Act (TMG):

Hertz&Selck GmbH & Co. KG
Tarpenring 23
22419 Hamburg

Phone: +49 (0)40 43 25 76–0
Fax: +49 (0)40 43 25 76–50

Managing Directors:  
Jan Hertz, Nils Neugebauer

Entry in the Commercial Register: 
Register No.: HRA 37332
Court of registration: Hamburg District Court

International VAT ID No.
pursuant to Section 27 a of the (German) VAT Act (USt):

DE 118 298 033

Photograph credits:
Igor Normann, Gennadiy Poznyakov, Artyom Yefimov (Adobe Stock) / Igor Emmerich, Rachel Frank, Eva Gründemann, Hiya Images, Stock4B, Suprijono Suharjoto (Corbis) / George Dolgikh, Macrostar (iStock by Getty Images)