Company – Hertz Flavors Makmur Indonesia

COMPANY

Made in Indonesia, born in Germany. We bring together local market knowledge and 70 years of German manufacturing expertise.

AN INDUSTRY LEADER

Established in 1954 in Hamburg, Germany, Hertz Flavors has evolved from a dedicated local provider to a leading manufacturer of flavors in the tobacco and nicotine industry, consistently preferred by industry leaders for our long-term commitment and expertise.

part of the arethia group

As part of the Arethia Group, Hertz Flavors operates state-of-the-art production facilities in Hamburg, Germany, and near Surabaya, Indonesia, spanning a total production area of over 10,000 m².  

Our mission is to provide unparalleled support to our customers as we develop innovative products of the highest quality. We are a full service organization set up to make your product development process as smooth as possible.

INNOVATIVE AND COMPLIANT

In an ever-changing regulatory landscape, Hertz Flavors makes it a priority to help you stay ahead of the curve. We have a dedicated team of regulatory experts that help you deliver a fully compliant product, in all of your relevant markets.  

Through our continuous investment in innovation and by keeping fully focused on the tobacco and nicotine industry, we help you shape the future of the industry.

OUR HISTORY

1954

After his tenure at a chemical trading company, Alfred N. Hertz establishes Alfred N. Hertz GmbH, specializing in the design and manufacture of flavour for the tobacco industry. This marked the beginning of the creation of signature products that have since become top industry brands.

1950s-1970s

From humble beginnings in a garage, the company steadily expanded throughout Europe.

1980

As globalization takes off, Christian G. Hertz, expands Hertz Flavors' international footprint, transforming it into a global industry leader.

2000

With business booming, a second production facility is built in Reinbek, Germany, to accommodate further growth and increase production capacity.

2013

As the tobacco industry undergoes technological disruption, Philipp Hertz, the third generation of the family business, joins the company. This marks a new era of innovation and growth, positioning the company for continued success.

2014

FLAVORIQ, a sister brand to Hertz Flavors, is established to capitalize on market trends shifting towards e-flavours and e-liquids. To support the growth in next generation products, the company opens a Sales & Innovation Center in Dubai, UAE, boosting its global operational presence.

2017

Hertz Flavors increases its global reach, building its first production facility outside of Germany, in Mojokerto, Indonesia, to cater to the Southeast Asian market.

2023

As part of a strategic restructuring, Arethia is established as a holding and service entity, with Hertz Flavors and FLAVORIQ operating as distinct product divisions. This transformation is reinforced by the expansion of innovation centers in Dubai and Switzerland.

TODAY

Hertz Flavors has earned its place as the go-to partner for key industry segments. Our dedication to building lasting partnerships, delivering top-quality products, and providing excellent customer service keeps us a step ahead in the tobacco and nicotine industry.