Many factors play into whether a food or beverage will succeed in the marketplace, but perhaps no attribute is more critical than taste. A product may be innovative, fill a gap in the market, boast an excellent nutrition profile and have an impressive sustainability story, but if it doesn’t taste delicious, consumers won’t bite—at least not twice.
Color is another key attribute, as it can enhance visual appeal, thereby increasing consumers’ likelihood to try a product, and it is intrinsically linked with flavor. Research shows food or drink appearance—how appetizing (or not) it looks—greatly influences our perception of taste.
To ensure your food or beverage makes it into as many mouths as possible—and then is enjoyed again and again—it is crucial to get both the flavor and the color just right. Download this Formulator's Resource to learn how to navigate natural colors and flavors.
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