Professor Charles Spence - Articles and news items
Issue 2 2014 • 1 May 2014 • Charles Spence, Crossmodal Research Laboratory, Oxford University
The new rounded Cadbury’s Dairy Milk chocolate bar has got many consumers agitated because they say it tastes sweeter than the original more rectangular bar. But the company says that the formulation hasn’t changed. Who is right? This furore can perhaps be explained with reference to the literature on shape symbolism. People associate sweetness with roundness and angularity with bitterness, hence making a traditionally rectangular food rounder may alter the perceived taste by priming notions of sweetness in the consumer’s mind. When taken together with the emerging literature on sound symbolic brand naming, it would appear that the confectionary market could learn a trick or two from the psychology lab.
World first scientific research in Singleton Sensorium proves environment impacts taste and flavour of whisky
Industry news • 9 October 2013 •
Research results prove environment enhances taste and flavour…
ABF Ingredients ANDEROL EUROPE BV Armfield Ltd Avantes Berndorf Band GmbH BIOTECON Diagnostics GmbH Cargo Oil AB Elea GmbH Engilico FUCHS LUBRITECH GmbH GLOBALG.A.P. Foodplus GmbH InS Services (UK) Ltd IONICON Analytik GmbH JAX INC. JBT Corporation LUBRIPLATE Lubricants Company NETZSCH Pumpen & Systeme GmbH NSF International Ocean Optics PCE Instruments UK Ltd R-Biopharm Rhone Ltd Randox Food Diagnostics Stancold SteriBeam The Tintometer® Group TOMRA Sorting Food Uhde High Pressure Technologies GmbH Verder UK Ltd Verner Wheelock Vikan UK Ltd