Collaboration will unlock food emotions and offer a new window into the consumer mind

Givaudan announced an agreement with neuroscience company Thimus, the developer of the exclusive TBox platform that provides an integrated collection of explicit and implicit data for exploring how humans experience food. Givaudan’s collaboration with Thimus is the first extensive use of the TBox platform in the world of food, resulting in Givaudan’s new programme, Food Emotions powered by Thimus. The agreement adds to Givaudan’s growing set of digital capabilities designed to deliver unique consumer insights and shape the future of food.

Food products are being redesigned to meet new expectations and sustainability, health, quality and emotion are crucial considerations in this re-invention. Understanding and responding to consumer preferences has never been more important, but there’s often a gap between what consumers say and their actual experience and behaviour. Neuroscience may be the key to closing that gap. A portable tool developed by Thimus is used to gain a fuller understanding of the consumer experience.

In addition to only having consumers participate in a focus group or answer a questionnaire, Thimus’ TBox provides participants with a headset to wear during taste tests.

The headset records brain signals, which are then processed by validated algorithms to measure four key mental states including frontal asymmetry, engagement, cognitive workload and relaxation.

Using proprietary software and a cloud-based database for data analysis and retrieval, the tool is able to deliver insights that were previously unavailable or unreliable.

Givaudan has used the Thimus technology extensively in several customer projects with very successful results. For example, Givaudan used Thimus technology in recent consumer tests on botanical soft drinks, comparing two prototypes. The results revealed that consumers implicitly found one concept significantly more satisfying than the other. The implicit data gathered from Thimus was used to pinpoint a negative reaction during the taste phase in the second product. The team was then able to identify a successful route to optimise the soft drink by improving mouthfeel. In this instance, the problem and its resolution could not have been uncovered by examining declarative data alone.

Tate & Lyle PLC, a world leader in ingredient solutions for healthier food and beverages, is delighted to be supporting a new three-year research project by The University of Aberdeen’s Rowett Institute which aims to improve the understanding of the UK food system and help people experiencing food insecurity and living with obesity make healthier, more sustainable food choices.

The University of Aberdeen’s Rowett Institute has been awarded £1.6m funding from UK Research and Innovation (UKRI) and the Biotechnology and Biological Sciences Research Council (BBSRC) to carry out the project, which will investigate how issues around poverty, food insecurity and obesity may affect shopping habits.

The data will be gathered from participants from across the UK who will be sharing their experience of living with food insecurity and obesity, and also working with a large UK retailer to study the shopping habits of around 1.6m consumers.

The three-year study will bring together a panel of consumers, policy makers, charities, food and drink producers, processors, and retailers, as well as expert academics to advise, co-develop and test strategies that can support future transformation within the UK food system. The results of the research will be made publicly available at the end of project.

As part of the project, and as the only food and drink ingredient solutions supplier on the panel, Tate & Lyle will provide industry insight on reformulation, as well as share their expertise on nutrition.

Dr Kavita Karnik, Global Head, Nutrition & Regulatory Affairs at Tate & Lyle, said: “We are delighted to be able to offer our guidance, expertise and know-how for this important piece of research.

“We are a science-led organisation which helps big and small brands all over the world make food and drink healthier and tastier. Driven by our purpose of ‘Transforming Lives through the Science of Food’, we believe this research is essential to better understand food systems in the UK and provide real-world strategies of how dietary inequalities can be addressed within the food retail sector in an environmentally friendly way.”

Professor Alexandra Johnstone, Rowett Institute, added: “With the cost-of-living crisis it is only going to get harder for people to make healthy food choices, particularly those who are living with obesity and food insecurity. This is a vital piece of research, and we are very much looking forward to working with this excellent team on this extremely important topic.”