Flavours and extracts
too,” continues David. “We also have a range of sugar flavourings that act in a similar way to our salt modulators – giving a perception of additional sweetness while avoiding the addition of intense sweeteners.” David then explains that he has seen the popularity of natural flavourings continue to rise, with consumer demand dictating the way the market is shifting towards a cleaner label declaration and the perception of a healthier product. In a packed marketplace, such as the biscuit sector, standing out from the competition is half of the battle for consumer products. David points out that novel flavoured products can often have a shorter lifespan as consumers tend to purchase through impulse, rather than forming a habitual purchase pattern with products. “Every one of our biscuit-producing bakery customers
is searching for that unique taste that delivers across all palettes and has mass appeal, all while being synonymous with their brand. We have focused this year on developing flavourings that bring familiarity in profile while being fun and different – much like Coca Cola has done with its intergalactic Cola – taking a tried and tested product and adding minor tweaks to re-invigorate a brand, without losing its core appeal. “The emphasis on cleaner labels has, until recently, been associated with premium bakery products. However, this, along with the aforementioned HFSS legislation, has resulted in even the more competitively priced brands we service focusing on redeveloping some of their best-selling SKUs to have less salt, sugar and fat where possible whilst minimising
“Consumers expect taste and flavour when they buy biscuits, but clean label is a growing consideration too”
the impact on taste and perception of indulgence, and this is an area the flavour industry has been on board to assist with. JPL has also identified an increase in requests for flavours
with provenance, such as Scottish raspberry or Sicilian lemon. “These remain popular as USPs for producers who want to have a premium edge to their product,” says David.
A cheesy solution
A recent project undertaken by JPL saw it collaborate with a major UK biscuit manufacturer who wanted to match a competitor product while avoiding using cheese powder which would render the product unsuitable for vegans. JPL used its analytical knowledge in solid phase micro extraction and gas chromatography mass spectrometry (GCMS) to assess the chemical compounds found within the cheese powder and reconstructed a vegan flavouring to mimic the taste of the cheese powder. The JPL NPD test bakery then ran multiple trials with different fat sources and levels, along with salt and umami
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