International Flavors and Fragrances (IFF) is enhancing its presence in China, the world’s largest food market, by opening its largest creative center in Asia, based in Shanghai. The facility, which represents a $100 million investment, will focus on meeting the growing demand among Chinese consumers for food products with enhanced flavors and aromas. As Chinese consumers increasingly seek higher-quality food experiences, IFF aims to leverage this new R&D center to tailor its offerings.