About Sensate
Australian-owned specialist manufacturer & supplier of flavours & colours.
Our story
Sensate was founded in July 1993, born out of a passion for food science and innovation. From its humble beginnings, Sensate has expanded to offer a wide range of flavours, colours, and ingredients. Today, we continue to combine scientific expertise, market insights, and cutting-edge manufacturing techniques to deliver exceptional products that meet the unique needs of our diverse clientele.
Starting in Sydney, then Melbourne and finally settling in Ballarat (Victoria), Sensate quickly gained recognition for its customer-centric approach and technical expertise. Through continuous improvements to the plant and the team, Sensate continues to be the best in the business. Sensate offers unrivalled technical expertise and next-level customer service that make your Sensate experience tailored and seamless, setting Sensate and its innovative solutions apart.
Today, Sensate continues to lead the industry by combining scientific expertise, market insights, and cutting-edge manufacturing techniques to create flavours that define exceptional products.
Our founder
The story of Sensate began long before its official founding in 1993. For Keith de Vries, the seeds were sown in childhood, accompanying his father, then a salesman for one of Australia’s earliest flavour houses, Keith Harris & Co., on visits to soft drink factories, bakeries, and confectioners across country Victoria. These early experiences sparked a lifelong passion for food and flavour, laying the foundation for what would become a pioneering career in the industry.
After completing a degree in Food Technology, Keith refined his skills in various production and management roles within the Keith Harris Group, including a stint at Orchy Orange Juice. Working across shifts, managing teams, and overseeing production lines, he gained hands-on experience and a deep understanding of food manufacturing.
Driven by a desire to create rather than react, Keith transitioned into sales, joining Scalzo Trading in Sydney in a junior role. While navigating the demands of high-volume, low-margin trading, he developed the commercial instincts and resilience that would later shape his entrepreneurial journey.
In time, he returned to his true passion: flavours. He took a role at the international flavour house Dragoco (now Symrise), combining his technical background with his sales acumen. By 1994, Keith was ready to chart his own course. What started as a side project in a friend’s shed evolved into Sensate, an independent Australian company focused on delivering high-quality, innovative flavour solutions.
Keith’s vision was clear: to build a flavour business with precision and integrity. Under his leadership, Sensate has grown into a trusted supplier for food and beverage manufacturers nationwide, recognised for its tailored solutions, technical expertise, and unwavering commitment to quality. Today, Sensate services clients across the bakery, beverage, confectionery, and other sectors, offering flexible pack sizes and a wide range of flavours, colours, and ingredients.
The company proudly holds the BRC Food Safety certification and remains 100% Australian-made and owned.
In 2004, Keith extended his entrepreneurial footprint by founding True Foods, which has become the largest Australian-owned manufacturer of wraps through its flagship brand Simsons Pantry, supplying major retailers and foodservice brands, including Coles, Woolworths, Aldi, Subway, and KFC.
At the heart of Keith’s journey is a relentless work ethic, a fierce commitment to customer service, and a belief in building strong, lasting relationships. His favourite flavour, Chocolate Rich, symbolises both the creativity and indulgence that Sensate brings to every product it creates.
From humble beginnings to national recognition, Keith de Vries continues to lead Sensate with the same passion that inspired him as a young boy riding shotgun with his father.