Quest Launches Flavour Predictor

09/10/06 Flavours supplier, Quest, is launching a method, combining best practice research models, to predict and design consumer-preferred flavours across the world. 

In wide-ranging trials, the new Quest methodology has been astonishing customers because of the power of its consumer insights and structured flavour design process: the data links flavour preferences for specific groups of people, related to their lifestyle, gender, affluence and many other variables.

Quest says that the LISA methodology (which stands for 'Linking flavour Ingredients and Sensory data to Acceptance’) is set to revolutionise the way the company supports customer brands by delivering flavours developed with the exact target consumer in mind, allowing accurate prediction of the flavours people of different nationalities, genders and ages prefer.

Quest Flavours Group Vice President, Cees de Jong, explains: “The desired result, for food manufacturers, is more efficient and thorough NPD processes that, thanks to the flavours better satisfying consumer preferences, will help increase brand loyalty and market share. We’re excited about the possibilities and the initial customer feedback has been extremely encouraging.”

In an approach believed to be a first for the industry, Quest’s LISA method is pioneering because it combines data on the flavour components that determine consumer liking with data on sensory attributes (like creaminess, juiciness, ripeness or sweetness) and on consumer preferences. It is the added insight provided by this dual information that makes it feasible to thoroughly predict and optimise local flavour preferences in various consumer groups worldwide.

For instance, it can predict that a male in France will prefer a juicy, slightly peel-like orange, while their counterpart in India will prefer a sweet, slightly mandarin-type orange.

Tom De Block, Quest’s Consumer Understanding Systems Manager, explains: “The LISA methodology allows us to predict optimal flavour formulations for specific groups of consumers, based on quantitative research with consumers and sensory panel research. Based on a customer brief, we can use LISA to determine how the presence of different amounts of certain flavour components positively or negatively influence flavour acceptance. In other words, we can accurately predict the flavour components that drive liking and those that have the opposite effect. Our validation tests have demonstrated just how accurate we can be.

“To date, LISA has run successfully with a number of flavours, like strawberry, orange and chicken, in various applications. Work is underway to develop the data on worldwide vanilla flavour preferences - another extremely popular flavour which has wide variations in preference in different countries and cultures.”

Quest said that the main benefits to the customer of the LISA approach, Quest says, are:

· In New Product Development (NPD), an increased likelihood of the customer finding a winning flavour for the consumer faster and more efficiently than has been possible in the past;
· The ability for Quest to work, with a customer, to determine the profile of the target demographic group and then use LISA to predict and optimise their flavour preferences;
· Quest can provide advice on cultural similarities and differences in flavour preferences either in macro terms, among various populations from around the world, or in micro terms of national population segments.

Tom De Block adds: “Feedback from global customers so far has highlighted that they are particularly impressed by the way Quest builds the link between consumer research, sensory attributes and flavour ingredients. Our LISA consumer usage and attitude research last year covered all four global regions and more than 15 cities: it produced some very exciting data that plotted flavour preferences against demographics including gender, age, social class, education, financial status, purchasing habits and so on. Further trials in the last two years have tested the versatility of the LISA approach, proving its flexibility in applying to any flavour, any application and many regions of the world. It’s becoming a very powerful tool.”

There are two primary ways in which Quest anticipates that customers will make use of LISA:

· For specific, target consumer groups to help speed up the New Product Development process and get products to market fast, especially where there is a competitive threat or opportunity;
· In major projects, where Quest and the customer work in partnership and share research data and effort to build winning products.

Quest’s plan to further develop LISA will include a database of all major global flavour icons and their preference drivers, establishing an unrivalled reference source for flavourists to match with brand signatures. New customer briefs will be treated on a case-by-case basis.

LISA was first developed as a prototype by Quest in 2001 and allowed significant improvements in a regional strawberry flavours market.  Originally, it was a research programme funded centrally by the pioneering scientific innovation platform of parent company ICI. Since then, LISA has involved Quest experts from creative, flavourist, sales and marketing teams, boosting the business’ fast-expanding sensory and Consumer Understanding ability. 

The launch of the LISA model and approach with key customers globally marks the culmination of an unprecedented year of investment and growth for Quest. The investment has included new technical facilities in Asia-Pacific and the expansion of core flavour innovations, such as their breakthrough ImpaQ Taste Technology and the QPEARL flavour delivery systems.