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Flavour creation support, consumer understanding
Build Products Customers Actually Want
Building Seafood Flavour in Instant Noodles
Food, flavours, instant noodle
Philippines
What is a delicious seafood flavour in noodles? The question is addressed by understanding the deeper drivers rather than relying on preference scores alone.
Project Goal
Client is developing a seafood flavour in instant noodle. They wish to have fresh inputs for consumer-winning flavour directions.
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
A great seafood flavour is not necessarily created by amplifying seafood notes. The research revealed that consumers rely on a wider sensory framework to recognise and enjoy seafood, opening up new possibilities for flavour design.
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