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Understanding flavour preference

We spend a lot of time, effort and budget trying to deliver the best flavours, aromas etc,but do we really understand what we mean by the ‘best’ flavour? Is it the best flavour because most…

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Why do consumer’s choose your brand?

We were working on a UK household snacking brand and I was struck by a few key thoughts: Like many in this market they were under pressure from every angle: indulgent brands muscling in on…

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Is a crisis looming for meat and dairy alternatives?

Is there a crisis in the plant-based meat and dairy alternative market? Slowing sales and a drop in household penetration, trouble at Beyond Meat and others as well as increasing insolvency and company failures among…

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How do I ensure the ‘best’ taste?

Everyone has an opinion! It needs to be sweeter, richer, have more depth of flavour? Have more or less salt, sourness, umami? It should have more fizz, less fizz, a cleaner taste. It needs more…

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Using psychology to understand Category Entry Points

Knowledge of Category Entry Points is becoming an increasingly important addition to the modern Brand Owner’s tool kit. If we understand the reasons, motivations, triggers, and occasions that prompt consumers to buy into our category,…