Sensory transference

Did you know?

• Strawberry flavoured mousse tastes 10% sweeter when served from a white container rather than a black one.
• Coffee tastes nearly twice as intense but only two-thirds as sweet from a white mug rather than a clear glass.
• Adding two and a half ounces to the weight of a plastic yoghurt container makes the yoghurt seem about 25% more filling.
• Adjusting the yellow colour of a lemonade label can make it taste more lemony?
• Changing the shape of chocolate blocks from a square shape to a rounder one makes them taste sweeter.
• Presenting soup in a blue container makes people interpret it as significantly saltier.

And it’s not just a visual thing either ...

• Raising the volume and pitch of the audible crunch of Pringles increases their perceived freshness by 15%
• Brand names with a hard “k” increases their perceived bitterness, while brands with a soft “b” increases their perceived sweetness.
• Playing music with food can intensify its perceived flavour.

Interesting huh!  This all happens via a process known as "sensory transference".

This information came via Lew Bentley – Head of Shopper Marketing Strategy at Energi (www.energi.co.nz)   For the full article, see Lew's column in FMCG Business - July 2017 issue.