But what about the Expo?
Strolling the aisles upon aisles of ingredients, services, and equipment there’s a sense that the information is different and so is the audience’s response. At the Expo, it’s the promise of certain flavors or food experiences that are compelling. Do you go to poster sessions on isolating plant proteins and expect a sample served on a toasted bun and slathered with mildly spicy guacamole? No. At the same time, you don’t go to the expo vendors expecting controlled yield and sensory studies in triplicate either. Not surprisingly these two realities under one roof is an obvious dichotomy for those in the food industry who have one foot in the lab and one in the grocery store aisle. John Coupland, Ph.D., a professor of food science, noticed the promise versus proof as well, tweeting during IFT19 that ‘a lot of the new product demonstrations would benefit from a control group.’
Our food industry clients often face a similar dilemma as part of their innovation journey – to deliver promise or proof? Whether you want to understand what consumers believe about your product (is it ‘refreshing’ or ‘indulging’?) or if you’re making a defensible claim (‘less sugar’, ‘more relaxing’, or ‘efficacious’), we can help you learn more about both proof and promise.