WEBINAR RECAP: GLOBAL CONSUMER AND SENSORY EXPERTS TALK ALL THINGS TEXTURE

LONDON, UK: What immediately comes to mind when you think of how food tastes? Maybe words like creamy, crispy, crumbly or chewy? These descriptions all relate to texture of course but have a huge impact on how we experience everyday products.

In the final instalment of the hugely successful Making Impact series, Andrew Wardlaw, Chief Ideas Officer at renowned consumer and sensory research agency, MMR Research Worldwide along with Campbell's Director of Innovation and Sensory Design, Frank Rapacki engaged in a captivating discussion around the latest developments in texture in FMCG to raise the prospect of even better branded product experiences at a time when private label is gaining ground.

The emergence of sensory seeking consumers who want to expand their word with novel and immersive product experiences was offered as a call to action for near 800 CPG professionals who had registered for the webcast.

"Throughout the Making Impact series, we've discussed post-pandemic consumer dynamics - such as the rise of care culture and growing need for experiences. Products promising more immersive and comforting textures will see growing demand for the foreseeable future. We believe there is headroom for small elevations to everyday products that meet the moment and help consumers offset the daily grind," says Andrew.

Speaking to Frank Rapacki about the role of texture in product innovation and range optimisation, he remarked "our portfolio within Campbell's organisation, whether it's in our meals and beverage division or our snacks division, texture plays an enormous role in what we do. Over the years we have experienced a tremendous amount of success as we focused and evolved the texture of our products." Although taste remains alluring and draws the consumer's attention, sensory scientists have shown that people's high engagement and genuine connection with items are often triggered by texture.

To maintain their competitive advantage, CPG manufacturers need to turn their attention to producing product peaks-moments of amplified sensory theatre that stand out and leave a lasting impression. Wardlaw adds, " Consumer packaged goods are extremely well placed to deliver relatively affordable pleasure, so it is important to understand where the opportunities for small elevations exist."

To catch up on the Making Impact: The Power of Texture show or the entire Making Impact series, simply visit https://vimeo.com/mmrresearchworldwide or contact MMR's Chief Ideas Officer, Andrew Wardlaw on a.wardlaw@mmr-research.com to fight out more on how you can fight ordinary product innovation.

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About MMR:

As global leaders in consumer and sensory research across the full innovation journey, MMR champions product and pack - with a mission to deepen emotional experiences between brands and consumers across all moments of truth. MMR applies unique, powerful research tools - many tailored to suit individual client needs - to amplify brand messaging, creating greater impact in store and more engaging experiences for consumers. Proudly independent, MMR Research Worldwide operates globally with offices in UK, USA, China, Brazil, Singapore, India, Thailand, Colombia, South Africa and now the Netherlands.

This release was published on openPR.