Have you ever bitten into a snack or sipped a soda and thought, “I could’ve done this better”? Of course, you have; you’re a food technologist. But more “civilians” are also betting that they can flavor their foods better—or at least more to their liking—themselves.
They’re inspiring a growing wave of “experiential” foods and flavors that recruit consumers into the act of multisensory enjoyment. “The next big trend category could be the idea of sensory experiences in food and beverages,” says Kimberly Carson, director, beverage solutions group, Sensient Flavors LLC, Indianapolis. “No longer is it just about trying to get to your next meal; it’s about the experience. People are looking for bolder taste experiences, or different kinds of sensations,” she says.
They’re also looking to do things their way. TiVo and iPods have us all convinced that we can personalize every aspect of our lives—including our packaged foods. Consumers enjoy “increased access to resources that educate them on choices in what to eat or drink,” says Jackiedra Wilson, marketing, Cargill Flavor Systems, Cincinnati. “These resources range from label comparisons at the grocer to social networks on the web.” And there’s no escaping the sense of empowerment—and entitlement—they’ll engender.
“Consumers want to feel as if they’re selecting what they’re going to eat or drink, or that they’ve taken part in making it,” Carson says. She points to Internet contests that allow fans to choose the latest flavor for a line extension, or “the powder packets that we’ve seen where you’re able to incorporate two different flavors, and the consumer could blend them to their liking.” As consumers raise their voices and technology advances to accommodate them, there may come a time when everyone has a hand—or at least a finger—in product development.
