Why mouthfeel is trending globally in the food and beverage industry
Texture is having a crunchy, gooey moment in the food and beverage industry . For many people, the way a menu item or packaged snack feels in the mouth has become as big a draw as flavor, although consumers don’t always recognize the part texture plays in their cravings for crispier takeout, frothier coffees and juicier candies, according to industry experts. The importance of “mouthfeel,” a food…
The way a food item feels in the mouth has become increasingly vital in the food and beverage industry. Many customers find the texture of a dish to be as crucial as its taste, although they may not always realize the significance of mouthfeel. Brands are capitalizing on this trend by introducing innovative products that cater to the demand for unique mouthfeel experiences.
For instance, Starbucks launched the Aerocano, an iced espresso with air-whipped foam, while PowerCrunch produced a wafer-like protein bar and Trolli Gummi Popz, frozen yet soft and chewy candies. The Belgian company Puratos claims that texture has shifted from a secondary feature to a defining aspect of food quality, shaping consumer purchasing decisions.
This global trend is evident in various countries, including China's stretchy yogurts, Sweden's Sprinkled Foamies, and Parisian bakeries' crookies, which combine crispy and soft elements in a single pastry. The shift in consumer priorities towards texture is not a recent phenomenon, but it has gained momentum in recent years. The notorious Cronut, a pastry with two distinct textures, sparked a fascination with culinary experiences, leading to a surge in demand for multi-layered products.
The COVID-19 pandemic further propelled this trend as many people lost their sense of smell and taste, prompting brands to create products with contrasting textures to compensate for the loss. Companies like Ferrara and Ingredion have introduced new innovations, such as Nerds Gummy Clusters with a crunchy coating and potato starch-based coatings to maintain food's texture during transportation.
As the food industry continues to evolve, it is clear that texture will remain a significant focus in meeting consumer demands and preferences.
Written by urgent.news from Fast Company's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
