Milling & Baking News - July 20, 2004 - 30

decrease its appeal.
*Emotion. Liking or disliking a food is
conditioned by its color. For example, most
individuals do not respond positively to a
barbecue-flavored item that is bright green.
*Learning. By experience, we learn
what colors to expect and consider natural,
and we predict the properties of a food or
beverage based on those colors.
*Thinking. Reactions to new foods
may be tempered by explanations. Of
course, even conditioning might not
elicit a positive response to that green
barbecue product.

Into practice

terials also flow in from the mouth as one
chews. Body heat in the mouth releases
some volatiles, too.
The human sense of smell detects most
strongly, or most easily, substances with
molecular weights ranging from 100 to
300. The smallest members of almost all
chemical series have little odor, yet when
the molecular weight gets too high, there
also is not much odor. Using the aldehyde
series as an example, formaldehyde has little odor but plenty of sting and pungency;
acetaldehyde, propan aldehyde, butyric
aldehyde and valeric aldehyde increase
in intensity of odor. Beyond the C-7, C-8
and C-9 forms, the odor of the aldahyde
series decreases just as it increased at the
lower weights. So, product development
scientists need to work to develop flavors
that are released by heat in the mouth and
are of appropriate molecular weight range
to assure that they are appreciated to the
maximum.

Color coordinated
Color is another element that must be
considered when developing new foods.
Its importance cannot be overstated. One
grave, and as yet unresolved, problem in
food color is fading or discoloration of colors in some products. Frequently, changes
in color are associated with undesirable
changes in flavor, texture or odor. For example, meats, fish and cheese develop off
colors, which are immediately recognized
and associated with poor quality.
Consumers expect certain colors in
30 / Milling & Baking News, July 20, 2004

Mintel International Group, a Chicagobased international source of media, product and consumer intelligence, is known
for its research about new products in the
food and beverage industry. In a recent
Mintel survey of persons who influence
particular foods. When the expectation purchase of flavoring ingredients, responis not met, even though there may be dents indicated that the flavors most likely
no flavor associated with the color, the purchased for new products were those
food will meet resistance. Most consum- based on fruits, cheeses or chocolates. Yet
ers tend to associate savory flavors with hard on the heels of those were the savory
reds or browns. Barbecue-flavored potato flavors, including savory flavor enhancers,
chips may include paprika or some other smoked flavors, Mexican, Tex-Mex, hot
red seasoning to emphasize the expected flavors and barbecue flavors.
Such interest indicated that the trends
taste.
Many years ago, comedian George may favor fruits and other sweet tastes, but
Carlin did a routine in which he asked, rich, savory-flavored products continue to
"Why are there no blue foods?" He'll need appeal. This finding was supported by the
next question in the survey. It asked which
to change that tune. Today's kids seem to
flavors not listed in the first question
like colors that their parents would conwould their company be most likely
sider bilious, so the market offers many
to use. The top vote getters were Latin
blue, bright green and even purple
American, beef and chicken flavors.
foods. Such colors, however, would
An interesting example of a comnot be recognized as savory.
pany manufacturing savory flavor
Understanding the five functions
systems is More Than Gourmet, Akron,
of color in shaping human reactions
Ohio. Company chief executive officer
to foods will help guide the product
Brad Sacks is a chef who decided to
developer's selection.
commercialize his expertise. The com*Perception. Both selection and
pany does not produce ingredients but
judgment of food quality is extremely
instead manufactures concentrated
difficult if color discrimination were to
glaces and bases. Its products are made
be removed, even though other cues are
from bones, vegetables and other
left intact.
flavors. Its mission is to make life
*Motivation. Both the color of a
easier for the chef or homemaker
food and the color of the environby doing all the hard work for
ment in which the food is seen
them. More Than Gourmet
may significantly increase or
boils the bones and other ingredients for hours, concenLiquid smoke has been turned
trates the flavors and packaginto a powder to flavor snacks
es them for distribution to the
and other foods requiring dry
restaurant trade and through
HICKORY SPECIALITIES
application.
gourmet food shops. This saves
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Milling & Baking News - July 20, 2004

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