A nose for product design

In the quest to design new products we are concerned with sensory evaluations based on taste. But what is taste? As product developers we are acutely aware that taste is not a one-dimensional entity based on flavour attributes alone - it is a complex subject. A simple definition is that taste is a combination of both flavour and aroma. Yet how many know that more than 80% of what we 'taste' is from aroma alone or that the average human has the ability to detect as many as 10,000 different odours?

We recently demonstrated the power of sensory appreciation when we introduced supermarket deli counter staff in Ireland to produce from each of the main cheese families, encouraging them to squeeze and smell prior to consuming. Cheese is one of those complex natural foods which can evoke strong emotions. We demonstrated that there are many distinct individual flavours and aromas which are often not detected on a superficial level by the uninitiated. Pineapple, for example, was identified in Parmigiano Reggiano and Grana Padano and distinct sileage or grass notes in a good farmhouse cheddar depending upon the cow's feed.

Last week I read how American scientists had discovered a way to modify enzymes in foods to change their aroma and flavour. They expect soon be able to give bananas the aroma of strawberries!

I'm not one to stifle genuine innovation but I really struggle to see the added value in this context. I believe the industry would do well to place more credence on the contribution aroma plays in the sensory profile of foodstuffs and ensure relevant staff are well versed in sensory evaluation.

When responsible for the design of new foods think not only about the combination of flavours and textures that the product imparts but also the huge role aroma plays in determining whether the consumer will believe that this food truly 'tastes' great.

Angela Mitton is creative product developer at NPD consultancy Beetroot & Orange http://www.beetrootandorange.com​​