How to create a winning taste? How to launch a successful taste innovation? Find out more in this presentation by Ludovic Depoortere.

1. TASTE 3.0
HOW TO CREATE A WINNING TASTE?
HOW TO LAUNCH A SUCCESSFUL TASTE INNOVATION?
Ludovic Depoortere – ROGIL SENSORY & MARKETING RESEARCH

2. KEY MESSAGE
SUCCESSFUL TASTE INNOVATIONS ARE NOT
DETERMINED BY LIKING ONLY!

3. CONTENT
1. THE PSYCHOLOGY OF TASTE: PERCEPTION VERSUS REALITY
2. THE ESSENCE OF TASTE INNOVATION
3. THE IMPORTANCE OF A MULTI-SENSORY APPROACH

4. TASTE = PERCEPTION
WARM FOODS SEEM TASTIER BECAUSE HEATING RELEASES ADDITIONAL AROMAS FROM THE MOUTH TO
THE OLFACTORY RECEPTORS. WARM FOODS ALSO SEEM SWEETER.
THE PSYCHOLOGY OF TASTE: PERCEPTION & REALITY

5. TASTE = PERCEPTION
THE VISUAL INFORMATION WILL LARGELY INFLUENCE TASTE PERCEPTION. EXPERIMENTS SHOW THAT
CONSUMERS CANNOT RECOGNIZE ‘ORANGE FLAVOUR’ IN FRUIT JUICE WHEN A BLUE COLORANT IS ADDED.
THE PSYCHOLOGY OF TASTE: PERCEPTION & REALITY

6. TASTE = PERCEPTION
THE INTENSITY OF THE TASTE PERCEPTION IS STRONGLY CORRELATED WITH COLOUR INTENSITY: HENCE
THE DIFFERENCE IN PERCEPTION OF A YOUNG WHITE WINE (ALMOST TRANSPARENT AS WATER) AND A
‘GOLDEN BOURGOGNE’.
THE PSYCHOLOGY OF TASTE: PERCEPTION & REALITY

7. TASTE = PERCEPTION
LAST BUT NOT LEAST, AUDITORY IMPULSES ALSO INFLUENCE OUR PERCEPTION. FOR INSTANCE, THE
‘FRESHNESS’ PERCEPTION OF ‘CRUNCHY’ CRISPS !
THE PSYCHOLOGY OF TASTE: PERCEPTION & REALITY

8. “ TELL ME AND I’LL FORGET,
SHOW ME AND I MIGHT REMEMBER,
INVOLVE ME AND I’LL UNDERSTAND”
“
THE PSYCHOLOGY OF TASTE: PERCEPTION & REALITY

9. TASTE
THE PSYCHOLOGY OF TASTE: PERCEPTION & REALITY

10. A GOOD TASTE INNOVATION FORMULA
f (90 % known ingredients + 10 % new ingredients)
THE IMPORTANCE OF TASTE FROM THE ALPRO POINT OF VIEW

12. LAYS, MAAK JE SMAAK (CREATE YOUR FLAVOUR)

13. IT’S NOT THIS SIMPLE
THE IMPORTANCE OF TASTE FROM THE ALPRO POINT OF VIEW

14. WHAT DOES THIS MEAN FOR YOU?
THE IMPORTANCE OF A MULTI-SENSORY APPROACH

15. IT’S NOT JUST ABOUT TASTE
• Sensory preference is multi-dimensionally linked
The right
complexity
The right
Sensory
caloric
pleasure
stimulation
Being able to
The right
recognize the
body
dominant
response
ingredient

16. TASTE APPEAL IS ESSENTIAL IN EVERYTHING YOU DO
ACTIVATION PLAN

17. HEALTH / WELLNESS
A GREAT OPPORTUNITY FOR SENSORY
THE IMPORTANCE OF A MULTI-SENSORY APPROACH

18. GLOBAL FOOD – FRESH AVAILABLE AROUND THE CORNER
THE IMPORTANCE OF A MULTI-SENSORY APPROACH

19. OVERLOAD
GUIDE CONSUMERS
THE IMPORTANCE OF A MULTI-SENSORY APPROACH

20. KEY MESSAGE
GOOD SENSORY MIX
= EMOTION FOR YOUR BRAND
THE IMPORTANCE OF A MULTI-SENSORY APPROACH

21. SENSORY
IS EMOTION