SUBSCRIBE

Breaking News on Beverage Technology & Markets

News > Markets

Read more breaking news

 

 
Food Vision 2017

From marketing to taste: How virtual reality will change the food industry

Niamh Michail

By Niamh Michail+

07-Mar-2017
Last updated on 07-Mar-2017 at 12:25 GMT2017-03-07T12:25:30Z

© iStock/AttestazioneJovanmandic

© iStock/AttestazioneJovanmandic

Virtual reality has arrived and is set to change the way the food industry engages with consumers and even the way consumers taste food by creating multisensory experiences, according to one digital marketing expert.

Several food and drink manufacturers are already using virtual reality to convey their brand message, James Read, managing director at UK digital marketing agency Giant Peach told Food Vision delegates in London last week.

Premium tequila brand Patrón, for instance, uses the technology to convey the entire manufacturing process to the consumer through the eyes of a bee, starting at the very beginning with the pollination of the cactus.

“You really get to experience the process; it takes you to unexpected places and it just emphasises the story, telling it in a 3D space so you really get to understand what the brand is about,” Read said.

French cheese manufacturer Boursin has also created a CGI video which takes the viewer into a fridge to explain which foods work well in combination with it.

Virtual reality experience can have a very real, immediate impact. The multisensorial combination of taste, sight and sounds can heighten the senses and consumers report tasting new depth of flavour when eating food and watching a virtual reality video at the same time.

Does Read believe the food industry will embrace virtual reality? “I think industry will have to use it, it’s going to be that big you can’t ignore it. It’s going to change the world – marketing, retail, education, live music concerts, professional sports. It’s one of those things that can’t be ignored.”

Mintel talks trends in sugar and sweeteners at IFT 2017

Mintel talks trends in sugar and sweeteners

Sugar reduction is a trend among most consumers (84%), with millennials leading the charge...

Agropur reshapes US business to streamline customer experience

Agropur reshapes US ingredients business to streamline customer experience

Agropur Ingredients has streamlined its US business by dividing it into three sectors: nutrition...

Kerry innovation chief talks investment, R&D and working with start-ups

Kerry innovation chief talks investment, R&D and working with start-ups

Following Kerry Group's $220 million (€193m) investment into research and development (R&D) last year, what's next...

‘Consumers will not compromise on taste,’ says FlavorHealth VP at IFT

‘Consumers will not compromise on taste,’ says FlavorHealth

FlavorHealth has found that most consumers will pick an indulgent beverage over a better-for-you...

DuPont launches stabilizer for plant-based beverages

DuPont launches stabilizer for plant-based beverages

DuPont Nutrition & Health (DuPont) has launched a new ingredient in its Danisco range...

Treofanphthalate-free packaging and mineral oil barriers

Treofan turns to phthalate-free packaging films and mineral oil barriers

Jürgen Schischko

Technical service director, Treofan

Braskem packaging changes color if a product is unfit for consumption

Braskem packaging changes color if a product is unfit for consumption

Marcia Pires

polymer science researcher , Braskem

Mettler-Toledo Safeline metal detection systems

Mettler-Toledo Safeline debuts four enhancements on its metal detection systems

Mettler-Toledo introduced four enhancements on its Safeline metal detection systems at Interpack.

From marketing to taste: How virtual reality will change the food industry

From marketing to taste: How virtual reality will change the food industry

Virtual reality has arrived and is set to change the way the food industry...

Soup-To-Nuts podcast: 3 trends driving growth in bottled water

Soup-To-Nuts podcast: Three trends driving growth in the bottled water category

After years of steady growth in the high single-digits, consumption of water in the...

UK sugar tax: The big questions

UK sugar tax: The big questions

The UK has announced a tax on sugar-sweetened beverages. But how hard will it...

Explaining HPP to consumers: How brands use humor, videos and animations to present processing technology

Explaining HPP to consumers: How brands use humor, videos and animations to present processing technology

Consumers want more information about the products they are drinking: from the ingredients in...

FiE 2015: Our best bits

FiE 2015: Our best bits

Our teams of journalists were out in force at Food Ingredients Europe (FiE) last...

The taste test: How do you make a probiotic drink taste good?

The taste test: How do you make a probiotic drink taste good?

Probiotic fruit drinks face different challenges to their dairy counterparts - but both face...

‘We try to be one of them’: Tetra Pak exec on vital shopper insights

‘We try to be one of them’: Tetra Pak exec discusses drive for vital shopper insight

Tetra Pak is a B2B company but it invests above the curve in shopper...

Dairy consumers ‘tend to accept’ less package functionality: Tetra Pak

Tetra Pak says dairy consumers ‘tend to accept’ less package functionality

Tetra Pak says it’s vital for its customers to strike a balance between ideal...

Saudi Arabia beverage giant Al Rabie reveals global growth ambition

Saudi Arabia beverage giant Al Rabie reveals global growth ambition

The CEO of Saudi Arabian food and beverage giant Al Rabie Saudi Foods tells...

‘Nice wine, no corkscrew?’ Mirabeau En Provence wins 8m+ YouTube views

‘Nice wine, no corkscrew?’ Mirabeau En Provence solution strikes YouTube gold with 8 million+ views

Mirabeau En Provence owner Stephen Cronk says the desire for a direct consumer connection...

DSM claims craft brewer interest in gluten-free beer enzyme

DSM claims craft brewer interest in gluten-free beer enzyme

DSM Food Specialities claims that, far from being cautious, craft brewers are embracing the...

Key Industry Events