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INNOVATION
Designing a More Compelling Seafood Flavour
Food & Flavour / Instant Noodle
Philippines
What makes a seafood flavour delicious and recognisably “seafood”? Answering that required going beyond preference scores to understand the deeper sensory and perceptual drivers of appeal.
INNOVATION
Designing a More Compelling Seafood Flavour
Food & Flavour / Instant Noodle
Philippines
What makes a seafood flavour delicious and recognisably “seafood”? Answering that required going beyond preference scores to understand the deeper sensory and perceptual drivers of appeal.
PROJECT GOAL
Identify consumer-relevant sensory directions to guide the development of a compelling seafood flavour for instant noodles.
APPROACH
Explored consumers' seafood experiences within and beyond noodles using projective techniques, language decoding, and sensory stimuli to uncover the drivers of flavour appeal.
OUTCOME
Delivered clear flavour design principles and sensory directions grounded in consumer relevance and aligned with the client's brand.
THE BIG WOW
More seafood notes don’t necessarily make a better seafood flavour.
The learning revealed that consumers rely on a wider sensory framework to recognise and enjoy seafood, opening up new possibilities for flavour design.