Why do 70-85% of new food products fail in their first year? The answer might be mouthfeel.
This episode explores the science of mouthfeel and its critical role in the success or failure of new food products. Host Anthony Zahra is joined by Professor Charles Spence, head of the Crossmodal Research Laboratory at the University of Oxford. Professor Spence has spent over 25 years studying how the brain integrates sensory information to shape food preferences.
Research indicates that 70 to 85 percent of new food products fail within their first year on the market. Professor Spence argues that a product's failure often stems from its mouthfeel rather than its nutritional profile. He defines mouthfeel as a multisensory experience that begins with visual cues like color, gloss, and texture before food is even tasted. The professor references his famous "sonic crisp" experiments, which demonstrated that altering the sound of a crunch can change the perceived crispness of food. He emphasizes that mouthfeel is a "team sport" involving multiple senses, not just texture on the tongue. The episode includes an interactive element, instructing listeners to have a pack of crisps ready for a tasting demonstration. Professor Spence states that making a product look creamier can lead most people to experience it as tasting creamier.
A key insight is that mouthfeel acts as a hidden driver of consumer choice, influencing what people like and buy. The professor's research shows that sensory expectations are set visually long before a product enters the mouth. His work challenges the common misconception that taste is confined to the tongue and that mouthfeel is synonymous with texture. The sonic crisp study provides a concrete example of how auditory cues can be manipulated to alter food perception. The interactive tasting segment is designed to personally demonstrate these crossmodal effects to the listener. The partnership with ingredient supplier Tate & Lyle underscores the episode's relevance for food industry professionals.
The tone is educational and engaging, blending scientific explanation with practical demonstration. The style is conversational, with the host setting the stage for the guest's expert masterclass.
Food product developers, sensory scientists, and innovation directors would find this episode highly valuable for its actionable insights. Listeners seeking purely nutritional content or culinary storytelling might find the focus on food science too specialized.
