Global ingredient solutions company, Tate & Lyle, has launched a new texture and mouthfeel campaign, including a new proprietary formulation tool – Tate & Lyle Sensation.
Texture and mouthfeel were shown to be important customer perception metrics in international consumer research conducted by Kantar, with sensory experiences resulting in increased brand loyalty.
Tate & Lyle’s campaign, titled Mastering the Marvel of Mouthfeel, will show food and beverage customers how the company can help elevate the sensory experience of products and increase consumer brand differentiation.
It will be rolled out across digital media channels such as LinkedIn and Google, as well as trade publications, with content distribution throughout the year.
Tate & Lyle senior vice president Texturants and Proteins, John Stewart, said the company is focused on gathering consumer insights and connecting them to mouthfeel solutions, making formulation processes quicker and more accurate.
“Getting mouthfeel right in a formulation can be a challenge. Often there is a lack of insight about the preferences of consumer groups.
“This campaign shines a spotlight on Tate & Lyle’s capabilities as a go-to mouthfeel solutions partner: identifying customer challenges and opportunities and solving them.”
Tate & Lyle Sensation is a new formulation tool, consisting of a broad portfolio of ingredients composed of over 250 functional starches, fibres, hydrocolloids, stabilisers and proteins, and leading formulation expertise in texture.
The company states that it has identified three key formulation opportunities in mouthfeel: optimising profitability whilst retaining great mouthfeel; reformulating to make products cleaner label, healthier and compliant with changing regulatory requirements; and supporting customer innovation teams to create exciting new textures in foods and beverages.
Tate & Lyle global sensory director, Marcia Petit, said the company was investing in global sensory capabilities.
“With the Tate & Lyle Sensation tool we will map what consumers want in terms of mouthfeel by category and geography, translate these insights into scientific sensory language and then deliver the right ingredient solutions for each specific desired mouthfeel attribute.
“By leveraging this agile and accurate tool, formulators can now develop superior products with enhanced texture and mouthfeel in a quicker and easier way.”
The Tate & Lyle Sensation tool is currently launched in the North American market, with a roll-out planned for additional markets this year.
