Understanding Flavor
Flavor is at the heart of every food and beverage experience. As a product developer, it’s important to understand the complexities of flavor — what flavor is, how consumers perceive it and what factors contribute to the flavor experience to create a successful product.
What is flavor?
Flavor isn’t just what you taste on your tongue. It’s a multisensory experience involving inputs like smell, taste, and mouthfeel. Flavor is a full experience that activates the brain, referencing memories and creating unique experiences for consumers.
Interestingly enough, our nose does more identifying of flavor than our mouth does. Research shows that around 80% of what we taste actually comes from smell.
Anatomy of a flavor
At its most basic level, flavors are made up of chemicals. This could be simple things like water and alcohol, but also things like vanillin from vanilla or citrus acid which comes from fruit.
Flavor = Flavor Components + Carriers/Solvents + Other non-flavor ingredients
When we’re tasting, we’re really using all of our senses. Though you may think you’re just engaging taste — smell, mouthfeel, texture, hearing and more impact our ability to accurately describe the flavors and tastes a consumer is experiencing.
Noncommercial flavor education to help you succeed in your day-to-day.
Engineering Flavor that Performs
So Many Flavors. Let’s Find the One That Fits You.
Many people may not realize it, but flavor is complex. Strawberry is more nuanced that just a word. Explore some of the different meanings of ways we describe flavor here at McCormick Flavor Solutions.
Jammy
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Sour
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Candy
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Fruity
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Flavor FAQs
Simply put, taste happens on the tongue, aroma happens in the nose, and flavor is the full experience created when taste and aroma work together.
Taste occurs in the tastebuds on the tongue and is a response to compounds in food that tell our brain if the food we are eating is sweet, salty, sour, bitter, umami or a combination of them.
Aroma is the smell of something; the human perception of aroma is complex. When odors enter our nasal passage, they send signals to the brain to determine aroma. Aroma is much more complex than taste because there are millions of possible aroma combinations. The brain helps identify and interpret these smells, such as fruity, smoky, floral, spicy, roasted, or fresh.
Flavor is the overall eating or drinking experience created by taste and aroma together. Flavor is made of ‘aromatic’ compounds. When you chew or swallow, aromatic compounds from the food travel to the nose, where they help the brain recognize what you are eating. That is why a peach tastes like a peach, an apple tastes like an apple, or candy can taste like fruit. Without aroma, food would mostly be limited to basic tastes, which is why food can seem dull when you have a cold.
The holistic experience of eating and drinking – and the ‘flavor’ consumers perceive is a combination of taste, aroma, texture, and mouthfeel. Sensory inputs, consumer expectations, personal history, cultural context and product experience can all impact how a consumer perceives flavor.
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Without flavor, food would only have its taste (sweet, sour, bitter, salty, umami). Flavor gives your product a desirable taste experience, and a signature of your brand. Flavors can also help mask undesirable taste attributes of ingredients like vitamins, proteins and more.
The flavor format for your product can vary depending on the type of product or point of addition during processing. Some products may use both formats as well. Warehouse restrictions may dictate the type of flavor you can use in your product as well, for example flashpoint limits on liquid flavors.
Sometimes flavor profiles can vary depending on the flavor format because of the solubility of the ingredients.
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