Global flavors have been attracting a lot of attention as consumers
seek flavor adventures in our shrinking world. But for the IFT 2007
Annual Meeting and FoodExpo (July 28-Aug.1, Chicago), Viginia Dare
unveiled taste opportunities that hit closer to home. The Brooklyn,
N.Y.-based manufacturer has built its reputation through beverage and
sweet flavoring expertise and its latest round of research will further
the company's leadership role. Stagnito's New Products Magazine spoke
with Anton Angelich, group vice president of marketing for Virginia
Dare, about its research and how it will influence product development
in the food and beverage industry.
Stagnito's New Products Magazine: Tell us about your current research project?
Anton Angelich:
We're testing a hypothesis: We think people are interested in
comforting, regional foods, along with food that provides a nutritional
boost.
We see some overlapping consumer preference themes,
including a strong interest in health, wellness and homeopathy. We also
see a theme of comfort and retro foods. Throw into that mix our global
village; as people migrate around the world, they bring their flavors
with them.
SNPM: Can you give us an example?
AA:
Cajun/Creole/New Orleans foods will score high across the board. These
foods have been around long enough they’ve become part of our going-out
or eating-in foodway. And these foods have regional links. There’s
overlap with French Canadian cooking in parts of New England, for
example. Those are the kinds of things we’re tracking to see how
they’re appreciated.
SNPM: How are you culling the information?
AA:
We ask about familiarity and preference for many regional tastes,
including New England/Yankee, Tex-Mex, Soul Food, Hawaiian/Polynesian,
Pennsylvania Dutch/Amish and Native American/Indian. We delve into
flavors as well, from mango and toffee to vanilla and apple. We are
asking for information about attributes — including ingredient
statements or packaging — that are important to consumers. We also ask
about health concerns, from osteoporosis to eye health, cardiovascular
health to cancer.
SNPM: Can you tell us about the findings?
AA: The
results will be shared at a press conference on Monday, July 30.
Results will show certain preferences for tastes that have been
overlooked in the past. When companies put together products it’s often
based on something, like a peach, with a focus on the peach flavor. But
the winning delivery could be peach cobbler, which is more complex but
based on people’s comfort with that tradition. Taste rules, and that’s
an important message. Looking at past studies between success and new
products, the highest scores are taste and cord familiarity. If people
are familiar with them, they have a good chance of succeeding. Taste is
difficult when you have a lifetime of food history behind it. Then link
taste to health: people are looking for indulgence and healthfulness.
Someone running out of the house in the morning isn’t going to grab a
piece of peach cobbler; knowing that it might not be on their dietary
regimen and that it doesn’t travel well. But if they had a bar that
delivered the satiety, the taste satisfaction and a little health,
they’ll be happy. It leads to a whole new generation of products.
Virginia Dare Brooklyn, N.Y.
