Blog: Dean BestThe language of food texture

Dean Best | 19 May 2009

Getting to know what makes consumers' taste buds tick is critical for anyone working on their company's latest NPD.

Today, a missive from food ingredients group National Starch Food Innovation trumpeted something the company calls “Texicon”, a “guide that brings the language of texture to life”.

Texicon, the company claims, “connects consumer needs” (like statisfaction or gratification) to the “specific attributes” in food that satify them (like whether a food is “airy” or “crispy” or “fluffy”).

Antje Baumgarten, marketing manager for textural innovation at National Starch Food Innovation, says: “Although every eating experience is highly individual, the Texicon brings us one step closer to helping manufacturers understand what makes consumers tick.”

Texicon is also translated into five languages – English, French, Greman, Spanish and Russian.

NPD is often a gamble and, in these economic times, one of expensive high stakes.

One ingredients firm reckons it has the langauge of food mastered.


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