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Taste seminar June 3 2009 1
FLAVOUR, FOOD SCIENCE, FACTORY AND CONSUMER
Andy TaylorFlavometrix Limited and University of Nottingham, UK
Taste seminar June 3 2009 2
Rationale for presentation
• Much research is going on in Universities and institutes across the world
• What is industry-ready?
• What is in the pipeline and of interest?
• How can you access this information and develop it?
SALT REDUCTION
Technologies to reduce salt while maintaining taste
Taste Seminar June 3 2009 3
Things to remember
• Main role of salt in food is to enhance flavour– Test effects of reduction in actual product
• Salt in some products has a functional role (yeast in bread, texture in snack foods) – Reducing salt past certain levels causes
manufacturing problems
• Uncertainty about risks of salt?– Lack of large scale trials
Taste Seminar June 3 2009 4
Approach 1: Replace sodium
• Science:
• The salt receptor is tuned to sodium• The next best alternative is Lithium
(poisonous)• Potassium has some effect on the salt
receptors but also imparts bitterness
Taste Seminar June 3 2009 5
Approach 1: Sodium replacers
• Is there a magic ingredient that could fire the salt receptor directly or indirectly?
• Senomyx USAScreen thousands ofpotential agents
Taste Seminar June 3 2009 6
Approach 2a: Maximise salt taste
• Science:• Will delivering a localised salt
concentration give better perception?• Not clear what effect speed of
dissolution and concentration on tongue has on sensory
• Particle size can help in some cases• Nano salt (Eminate) claimed to give
better sensory effect
Taste Seminar June 3 2009 7
Approach 2b: Maximise salt taste
• Science• Pulsed delivery may give increased
sensory perception• Two papers give opposing results
(Busch et al Unilever; Morris et al Nottingham)
• Both papers tested salt alone, one used salt + bouillon
Taste Seminar June 3 2009 8
Approach 2c: Maximise salt taste
• Science• Use food structure to deliver
concentrated salt in solution• Gelled particles patent by Unilever• Complex emulsions can also deliver
effect
Taste Seminar June 3 2009 9
Approach 3: Psychology
• Science• Reduction by stealth• Decrease amounts over months or
years and consumer won’t notice• Science make people Learn to Like low
salt• Need messages and rewards
Taste Seminar June 3 2009 10
Approach 4: Manipulate taste
• Use flavour enhancers to try and compensate for lack of salt signal though other signals
Taste Seminar June 3 2009 11
DSM promotes salt-reducing taste enhancerBy Anthony Fletcher, 20-Nov-2006
Danisco launches 'novel flavour' salt replacerBy Anthony Fletcher, 16-Oct-2006
Purac builds science for salt replacer in meatsBy Stephen Daniells, 04-Feb-2009
Fonterra salt replacer eases pressure on food firmsBy Chris Mercer, 10-Nov-2006
Conclusion
• Reduction by stealth has been successful but is either at, or approaching limit
• L2L is an interesting concept but we don’t know what reward and info people need
• Salt replacer still eludes us• Other methods are not universal
Taste Seminar June 3 2009 12
FLAVOUR AND SATIETY
Can we control food intake with flavour?
Taste Seminar June 3 2009 13
Flavour and satiety
• Science Hypothesis• Flavour signals are part of a complex
system controlling intake and uptake of nutrients – what is role of flavour?
Taste Seminar June 3 2009 14
Control of nutrient uptake
15
Athletes20 years old80 kg
70
90
110
130
150
170
190
210
230
250
20 30 40 50 60 70
Wei
ght (
kg)
Age
2%1%0.50%
Claims in recent literature
Taste Seminar June 3 2009 16
Aroma release during eating is different for soft solids and drinks
Hypothesis:Will longer aroma release in drink change
satiety feeling?
Cheese Orange drink
Ruijschop et al., British Journal of Nutrition 2008, 99, (5), 1140-1148.
Method: exposure to aroma profile
Taste Seminar June 3 2009 17
After exposure, panellists allowed to drink ad libitum
Results: actual consumption of a drink
Taste Seminar June 3 2009 18n=27; NSD
Results: feeling of satiety
Taste Seminar June 3 2009 19
Sweet products
Savoury products
Claims in recent literature 2
Taste Seminar June 3 2009 20
Hypothesis: People who release more flavour when they eat food
will become more satiated
Experiment: 30 people ate 9 foods on 3 occasions and their aroma
release was measured.
They then ate as much Gouda cheese as they wished as a test
of satiety
Results
Taste Seminar June 3 2009 21
Ruijschop et al., Chem. Senses 2009, in press.
P=0.07
Conclusion
• Good hypotheses with clear applications if successful
• Are hypotheses too simple?• Are numbers enough for clear
interpretation?• Tip: Always analyse data in scientific
papers to assess the conclusions presented - cf with Hollis & Henry, Journal of Sensory Studies, 2007
Taste Seminar June 3 2009 22
THE SILVER PALATE
Flavour perception and needs in old age
Taste Seminar June 3 2009 23
Growing numbers of old people
• Opportunities for niche foods?• Science:
– Sense of flavour diminishes with age– Lack of taste in patients, marker for
Alzheimers– Weight reduction in old people partly
due to lack of taste perception– Decreased food intake and decreased
variety of foods consumed causes deterioration in overall health
Taste Seminar June 3 2009 24
Food design for old people
Taste Seminar June 3 2009 25
Deliver specific nutrientse.g. GLU
Toyama, Biol Pharm Bull 2008
Formulations for stroke patients
Prevent choking
Make food tastier
Griep et al Food Qual & Pref 1997
Mask unpleasant taste of drugs
LEARN TO LIKE
Using psychology to change our eating habits
Taste Seminar June 3 2009 26
Learn to like
• Tastes change with age; we learn to like products that are unpleasant at first– Cause: peer pressure– Reward: Coooool!!
Taste Seminar June 3 2009 27
Learn to Like: common experience
• We have learnt to like low fat spreads, low fat milk, reduced fat mayonnaise yoghurt etc.
– Why? What factors are involved in learning to like something?
– Good for you; spreads from the fridge, low fat, low cholesterol
– Can this approach be applied to other food products?
Taste Seminar June 3 2009 28
Taste Seminar June 3 2009 29
Learn to like: example
Corsodyl toothpaste launch May 2009
– Flavour very different to conventional minty products
– Marketed as a challenge to consumers– the 21 day trial
– Rewards for consumers: gum and tooth health, new flavour, well known brand, endorsed by Embarrassing Bodies people
Taste Seminar June 3 2009 30
Learn to like: example
• Research at Nottingham • What factors drive liking of pasta sauce?
– Ingredients: basil, oil , salt– Messages: marketing & label information
• Ten formulations made• Liking tested then non-likers chosen for
further study
Consumer Liking; formulation
Overall Liking(Mean +/- SEM)
1
2
3
4
5
6
7
8
9
STD 1 STD 4 STD 5 STD 10 STD 11 STD 13 STD 14 STD 16 STD 18 STD 21
Sample ID
Lik
ing
sc
ore
s
b
cdbc
cd
e
cd
d
e
abc
149 consumers used for testing
Analysis of consumer results
3 groups from the cluster analysis
Cluster 1 (38)Cluster 1 (38) Cluster 2 (52)Cluster 2 (52)
1 5 9
13
17
21
25
29
33
37
41
45
49
53
57 S1
S6
S11
S16
S21
S26
S31
S36
S41
S46
S51
F1
F2
Contour plot Cluster 1 (38 consumers)(27 consumers fit the model)
0.9-1
0.8-0.9
0.7-0.8
0.6-0.7
0.5-0.6
0.4-0.5
0.3-0.4
0.2-0.3
0.1-0.2
0-0.1
Std 21 Std 18
Std 16
Std 14
Std 13
Std 11
Std 10
Std 05
Std 04Std 01
Tx-Thick
Tx-Oily
Tx-Lumpy
T-Salty
T-Herby
T-Fried Onions
T-Oily
T-Peppers
T-Tomato
A-Lumpy
A-Chunky
A-Herbs
A-Oily
A-Red
O-Fried Onoins
O-Peppers
O-Herbs
O-OilyO-Tomato
-8.3
-3.3
1.7
6.7
-16.9 -11.9 -6.9 -1.9 3.1 8.1 13.1
1 5 9
13
17
21
25
29
33
37
41
45
49
53
57 S1
S6
S11
S16
S21
S26
S31
S36
S41
S46
S51
F1
F2
Contour plot Cluster 2 (52 consumers)(34 consumers fit the model)
0.9-1
0.8-0.9
0.7-0.8
0.6-0.7
0.5-0.6
0.4-0.5
0.3-0.4
0.2-0.3
0.1-0.2
0-0.1
Std 01
Std 04
Std 05
Std 10
Std 11
Std 13
Std 14 Std 16
Std 18Std 21
O-Tomato O-Oily
O-Herbs
O-Peppers
O-Fried Onoins
A-Red
A-Oily
A-Herbs
A-Chunky
A-Lumpy
T-Tomato
T-Peppers
T-Oily
T-Fried Onions
T-Herby
T-Salty
Tx-Lumpy
Tx-Oily
Tx-Thick
-8.3
-3.3
1.7
6.7
-16.9 -11.9 -6.9 -1.9 3.1 8.1 13.1
1 5 9
13
17
21
25
29
33
37
41
45
49
53
57 S1
S6
S11
S16
S21
S26
S31
S36
S41
S46
S51
F1
F2
Contour plot Cluster 3 (59 consumers)(31 consumers fit the model)
0.9-1
0.8-0.9
0.7-0.8
0.6-0.7
0.5-0.6
0.4-0.5
0.3-0.4
0.2-0.3
0.1-0.2
0-0.1
Std 21 Std 18
Std 16Std 14
Std 13
Std 11
Std 10
Std 05
Std 04
Std 01
Tx-Thick
Tx-Oily
Tx-Lumpy
T-Salty
T-Herby
T-Fried Onions
T-Oily
T-Peppers
T-Tomato
A-Lumpy
A-Chunky
A-Herbs
A-Oily
A-Red
O-Fried Onoins
O-Peppers
O-Herbs
O-OilyO-Tomato
-8.3
-3.3
1.7
6.7
-16.9 -11.9 -6.9 -1.9 3.1 8.1 13.1
Cluster 3 (59)Cluster 3 (59)
‘‘Healthy’Healthy’Iike low fat low saltIike low fat low salt
IntermediateIntermediate ‘‘Non- Healthy’Non- Healthy’Iike high fat high saltIike high fat high salt
Learn to like: non-sensory cues
Taste Seminar June 3 2009 33
The non-likers of the low salt products were fed
low salt formulations twice a week for 5 weeks
Liking increased significantly
Labelling info helped – guess which one?
Taste Seminar June 3 2009 34
Potential application
• Develop methodology to identify compositional drivers of liking for products
• Apply methodology to reformulate product to obtain max number of “likers”
• Persuade non-likers to keep trying product until they get used to it
• Identify rewards that can influence people to like product
FLAVOUR IN THE GUT
What are flavour receptors doing in the gut and what use might they be
to us?
Taste Seminar June 3 2009 35
Flavour in the gut
• New research
• Taste and odour receptors found in gut
• Sweet taste receptor only system studied so far
Taste Seminar June 3 2009 36
Schematic of glucose uptake in gut
Taste Seminar June 3 2009 37
glucose
Active transporter
blood energy
Gate opener sweet tasting compounds
Anti-sweet compound Lactisole
Shuts the gate
Flavour receptors in the gut
• What do they do?• Can they influence nutrient uptake?• Should we deliver blockers to decrease
uptake?• What are the downstream effects?
Taste Seminar June 3 2009 38
ACCESSING KNOWLEDGE
Who can help you understand, evaluate and apply new knowledge
and technologies?
Taste Seminar June 3 2009 39
Accessing research
• University PhD or MRes schemes– 1 to 3 years at £25k per year
• Spin out companies– Days to months daily rates £500 to £1000
• Research Associations– Campden BRI, Leatherhead FI
• Consultants– IFST list of consultants daily rates £500 to
£1000
Taste Seminar June 3 2009 40
Funding innovation
• Regional Development Agencies (RDA)– East Midlands Development Agency (emda)– Food and Drink iNET up to £10k, 3-10 days
• Universities– Innovation vouchers £5k (3-7 days)
• Knowledge Transfer partnerships (KTP)– 6-24 month schemes ~£25k pa
Taste Seminar June 3 2009 41
Taste Seminar June 3 2009 42
Contact details
Andy Taylor 0115 951 6144
Flavometrix Limited
Jim DavidsonAvinash Kant
Emma Weston
0115 951 6097