Baking & Snack - May 2015 - 69
FORMULATION
Flavors
the taste of Authenticity
Flavor innovation creates
snacks and baked foods
that are the real deal.
by Joanie Spencer
Y
Yes, it's true that people eat with their eyes, and smell
is the sense most closely tied to memory. But let's face
it: If a product doesn't taste good, it's lost forever in the
mind - and mouth - of the consumer. And while
Americans' sense of culinary adventure seems to be at
an all-time high, the desire for the familiar remains.
In the world of baking and snack, this creates a platform for opportunity, whether it's to extend a product
line, broaden the reach for an existing product or improve the taste of an item that's been reformulated for
a healthier profile at the expense of the original flavor.
What the people want
As consumers become more educated, curious and
adventurous about food, flavor innovation opens
doors to not only get in front of trends but also create
them. "Consumers are looking for a more experiential
eating occasion," said Gary Augustine, executive di-
rector, market development, Kalsec, Inc., Kalamazoo,
MI. "They use snacking as a form of enjoyment, and
their exposure and access to a variety of cultures create an opportunity for those new experiences."
Just look at initiatives such as the Lay's "Do Us a
Flavor" contest, in which the company solicits flavor
ideas from its consumer base. "It's all about bringing
back the love of food, the love of flavors," said Ann
Mukherjee, president, Global Snacks Group and
PepsiCo Global Insights, Plano, TX, speaking at the
Snack Food Association's SNAXPO conference in
2014. "We created a call to action that celebrated how
consumers love food." Four weeks into a 12-weeklong campaign last year, the company garnered 9 million submissions. "If you can unlock real insight, it
can create unbelievable demand," she explained.
Although the marketing aspect may come with
huge benefits, consumer-generated flavor ideas don't
come without drawbacks. Because when it comes
to authenticity, people want products to stay true to
their expectations. "One challenge would be in getting the correct ratio of flavors that represent what
the consumer had in mind," said Suzanne Johnson,
vice-president, R&D, Mother Murphy's Laboratories,
Greensboro, NC. "Also, there might be flavors that
just will not work with every product based on the
Ingredient formulators work
with bakers and snack manufacturers to develop products
on the cutting edge of flavor
innovation without straying
too far from consumers'
comfort zones.
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Baking & Snack - May 2015
Table of Contents for the Digital Edition of Baking & Snack - May 2015
Editorial
Newsfront
News
Going For The Green
A League of Their Own
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Baking & Snack - May 2015 - Editorial
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Baking & Snack - May 2015 - Newsfront
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Baking & Snack - May 2015 - News
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Baking & Snack - May 2015 - Going For The Green
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