4 Flavour-full benefits
Consumers are seeking healthy alternatives of recognisable products which push interesting ingredients and exciting flavour blends as opposed to being marketed as health food, claimed the report.
“This trend could reinvigorate the appeal of healthier products by making them attractive from a taste point of view, regardless of the benefits the products can offer, which could make the products accessible to a wider audience,” wrote the researchers.
Yet Rice said that fullness of flavour need not contradict the health message, saying adding flavour does not necessarily mean adding calories. “It’s a question of what’s the biggest thing on the label when you look at that product on the shelf,” he added.