Tate & Lyle, an ingredient solutions provider in the food and beverage industry, has launched a novel campaign to showcase its inventions.
They are designed enhance the texture and mouthfeel of food and beverage products, and include a new formulation tool: Tate & Lyle Sensation.
Elevating the consumer sensory experience
The campaign ‘Mastering the Marvel of Mouthfeel’ will show food and beverage customers how Tate & Lyle 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.
International consumer research conducted by Kantar1 found that when consumer perception of positive and distinctive sensory experiences increases, so does brand loyalty — highlighting the importance of texture and mouthfeel in successful and resilient brands.
The company has identified three key formulation opportunities in mouthfeel:
- Enhancing profitability while still focusing on mouthfeel
- Reformulating to make products clean-label
- Supporting customers to create novel texture experiences
The Senior Vice President of Texturants and Proteins at Tate & Lyle, John Stewart said: “Getting mouthfeel right in a formulation can be a challenge. Often there is a lack of insight about the preferences of consumer groups. We are focused on gathering these consumer insights and connecting them to our mouthfeel solutions, making our customers’ formulation process quicker and more accurate.”
The Tate & Lyle Sensation tool is currently launched in the North American market, with a roll-out planned for additional markets this year.
Reference
1 Taste: the most important driver of brand equity, and key contributor to resiliency (kantar.com) .
