ProSweets 2024: Esarom demos the intrigue of “mystery flavors”
20 Feb 2024 | Esarom
Following success in the beverage category, confectionery brands are jumping onto the mystery flavor trend, launching products with black or white colors that keep consumers guessing. Mystery flavors allow brands to engage with consumers and give them a sensory experience they’ve never had before, highlights Daniela Zöllner, marketing manager at the Austrian flavor house Esarom.
This is Missy Green with Good Ingredients First, here at Pro Sweets 2024.
I'm here with Daniela from Esserom, which is a flavor house from Austria.
So Daniela, what are some of the latest trends you're seeing in confectionery flavors?
While the hottest topics are mystery flavors at the moment, especially in the confectionery sector, where does it actually come from?
We've seen it basically being very popular in the beverage sector.
And what have we learned so far?
People, went, went, , people became very excited about a particular brand, , having an adventure when they're, consuming their products.
So therefore, since it's so popular already in this sector, we do see this hot topic coming over to the confectionery sector, and there are already some early adopters that have already created confectionery that has this kind of mystery flavoring, and therefore we also created the mystery gums which we are very proud of.
This concept is something that we are representing at the Pro Swedes fair here in Colonia, and yeah, it's like, it's just about to enjoy something new.
And which you where you don't know actually the flavor combination and it's just like a mystery to explore something new.
So how are brands doing this like in practicality?
Is it just they label their product mystery and, and then What once the consumer gets it.
Yeah, that's basically the, the, the main thing about that.
In some countries, it's kind of possible because, you have to declare it on the packaging.
But still, consumers are getting, are getting curious about it.
Brands can create a community around it, and people get much more excited about, in comparison to a conventional product and stuff like that.
What we've seen so far is most of the time they use whitish or black colors to kind of Advertised their products.
Yeah, and most of the time, the consumers get the chance to guess what the flavor they had, and at some point, they have the chance to win something or that they become much more emotionally involved in comparison to Is that how they build the community around it?
Pardon, because you mentioned that they can build a community around these mystery flavors.
So is that through the guessing and the winning prizes, or how does that work?
I think it's all about to create a new sensory experience because.
It's not about just a particular flavor.
It's about the combination of every experience with every scent, so you can smell it, you can taste it, you can feel it, you see it.
And this is something that you have never experienced before and so therefore there is big market potential for brands to, yeah, make use of the mystery flavor idea.
