Mouthfeel - Sensations of Coolness Enhance Flavor

Scientists in food research have found that adding an ingredient that creates a sensation of cooling in the mouth could boost the perception of fruit flavors.

How consumers sense food is crucial knowledge for the food industry. This new sensory research looked at how flavor perception and acceptance was affected by chemesthesis, the chemical stimulation of free nerve endings which results in sensations such as cooling (like from menthol) or hot (like from pepper).

Trained panelists through food research and developement evaluated flavor, aroma, color and cooling intensity of two drinks containing an odorless, tasteless cooling compound. One drink was colored green and given a melon aroma and the other colored purple and given a pineapple aroma with drink ingredients.

The researchers report that color was in no way related to how the panelists perceived flavor or cooling intensity, while the aromas were found to enhance the cooling intensity, and the presence of the coolant found to enhance the flavor (of the tasteless compound).

It was interesting to the researchers that cooling seemed to enhance flavor perception, while the sensation of “hotness” had been reported to reduce flavor perception.

"One reason for this phenomenon could be that cooling is perceived as a positive sensation," they said. "If perceived as positive then perhaps this is why cooling enhances flavor to encourage consumption."

This study may indicate that color has a more marked impact on pre-consumption where there may be an indication of flavor identity and expectation.

"Furthermore, understanding how the brain learns to associate sensation from different stimuli may help to develop strategies to encourage the population to learn to like reduced salt, sugar or fat products."

Taste is a key driver in the $4.2 trillion dollar global food industry and a greater understanding of the physiology of consumers, could lead to strong market advantages—especially for those with the right food business consultant!