A leading research consultancy providing taste guidance to top global food & drink brands. Specialising in the emotional messages from consumption.

Our Key Services

Taste Signature®

The Taste Signature® is your brand asset. The footprint. The epitome of the personality of its consumption experience.

Process Description

Understanding the Taste Signature® is the Holy Grail. This knowledge is of more value than any other aspect of understanding the taste delivery of your brand. It can help you with cost reductions, or new processes you can make sure you remain true and faithful to the brand that the consumer knows and loves.  The Taste Signature® can be used for product bite size and shape, and as a guide to line extensions. It also helps with other elements of the marketing mix and Need State targeting. Advertising Agencies often use it as input to brand “positioning” too.

Who is it for?: Marketing, R&D, Food & Drink Manufacturers, Research, Innovation Teams, Advertising Agencies


Product reformulation that ensure that consumers will not look elsewhere for the same reward once you have changed the product. We assess how changes to the recipe fit with your brand’s desired range of emotions.

Process Description

When changing recipes, or reducing costs-in-use of ingredients, it is important to ensure that your new product formulations deliver the required inner-directed emotional rewards of the original. Thus, the goal is to ensure that consumers will not look elsewhere for the same reward once you have changed the product. What you need to do is to find the individual tastes, mouthfeels, textures etc. which are responsible for key emotional responses. You need to assess how these emotional responses, to the new recipe, fit with the brand’s desired range of emotions.

Who is it for ?:  R & D, Food & Drink Manufacturers, Innovation,  NPD

ad&pack strat™

Allows brand packaging and communication to deliver elements that are central to your brand promise.

Process Description

Insight on Foods are able to define the emotional experience of the consumer allowing you to modify the communications so that the experience delivered exceeds expectations – delivering delight and enhancing loyalty. It is only by absolutely defining the experience emotionally and in accurate sensory terms that we will be able to optimise the communications message for the target consumer. So that once we understand fully the Consumption Experience we can map the actual delivered emotions in consumption so that we can advise on what the the ideal expectations should be generated by the branding and communications messages.

Who is it for? Marketing, Food & Drink Manufacturers, Innovation, Advertising Agencies


We provide a NPD pipeline with a “Bridge of Language” between what the consumer experiences, what R&D and marketing requires.

Process Description

Today with the costs of launching generating new brands being so high this is almost certainly the most effective way of moving a brand forward. How do you make sure you don’t make mistakes?We find the key tastes and signals that are delivering the very brand essence of the experience of what makes a FMCG great. We provide a “Bridge of Language” between what the consumer experiences, what therefore marketing requires, and provides a template for R&D to match. As such, we provide R&D with clear innovation pointers as we have defined the footprint of the brand. Such a powerful and very practical innovation tool, a system for improving the eat or drink of existing products, or helping to create new products that are both better targeted and to consume, than they might otherwise be. It is so easy without this understanding to move outside it and make multiple errors.

Who is it for? Food & Drink Manufacturers, Innovation,  NPD, Marketing Departments, Research

Our sectors

We operate in a range of sectors, with expertise in:

  • Food
  • Drinks
  • Fragrance
  • Packaging
  • Advertising
  • Retail and FMCG
  • NPD Pipeline
  • Advertising and Packaging Insight
  • Sugar & Salt Reduction
  • Reformulation

For details on any these please contact Nathaniel Davis on +44 (0) 7529 907 302.


+33 (0) 607 937 578