Unlocking value through product reformulation: why mouthfeel matters more than ever

Food and drink manufacturers are navigating a complex and often conflicting set of pressures: rising input costs, increasingly health-conscious consumers and tightening regulations such as HFSS. At the same time, brands are being asked to deliver products that feel indulgent, taste great and align with values like clean label and affordability. In this environment, the definition of value is changing, along with the priorities in product reformulation.

Mouthfeel, once considered a secondary attribute, is now becoming a key part of how consumers assess both quality and satisfaction. Reformulation that alters texture can diminish a product’s appeal, regardless of its nutritional benefits.

In this Q&A, New Food speaks with Tate & Lyle about how product developers and manufacturers can approach reformulation with a sharper focus on sensory experience and why mouthfeel deserves a more central role in value-driven innovation.

What’s the challenge in re-evaluating value in a price-conscious landscape?

As the cost-of-living crisis continues to influence consumer choices, the definition of value is undergoing transformation. Although affordability remains a major concern, many consumers are still prepared to spend more on products they perceive to offer superior benefits. Importantly, these benefits must be evident through concrete product attributes, not merely through brand image or pricing strategy.

Insights from Kantar show that consumers are inclined to invest in products offering enhanced features such as taste, nutrition and texture. Within this context, it’s essential for brands to reassess how they convey and build perceived product value.

What’s the opportunity in leveraging mouthfeel as a strategic advantage?

One often overlooked but significant contributor to perceived value is mouthfeel, the texture and sensory experience when eating or drinking a product. Mouthfeel plays a central role in shaping how a product tastes and feels, affecting satisfaction and perceptions of indulgence or healthiness.

In reformulation – whether for fat reduction, sugar reduction, or the addition of functional ingredients – mouthfeel can be adversely affected. This is where technical advancements become essential. By employing innovative ingredient systems, producers can preserve or enhance mouthfeel, ensuring that sensory appeal remains strong. At Tate & Lyle, we identify three key pathways for brands to enhance perceived value through smart reformulation:

1. Balance cost while improving taste and nutrition
   We collaborated with a manufacturer to reformulate full-fat mayonnaise into a more affordable, healthier version by reducing fat content and using MERIGEL and STAMIST starches. This approach achieved a 30 percent cost saving while maintaining essential sensory features such as firmness, mouthcoating and taste. Consumer testing showed comparable levels of enjoyment between the reduced-fat and original versions, demonstrating that indulgence, health benefits and efficiency can work in harmony.
2. Reformulate for simplified ingredient labels
   Today’s consumers are increasingly drawn to clean labels and healthier choices. For example, in a yoghurt reformulation initiative, our experts helped eliminate stabilisers while preserving a creamy texture through the use of tapioca starch. This allowed the brand to meet demand for transparency without compromising taste or texture.
3. Create unique textures to spark consumer interest
   Novel mouthfeel solutions can differentiate products in crowded markets by offering engaging sensory experiences. Formats like hyper crunch, aerated layers and multi-layered textures provide new ways to excite consumers and reinforce a brand’s positioning.

These innovations are aligned with emerging trends from Tate & Lyle’s The Future of Mouthfeel report, including ‘Mouthfeel Mimicry’ – replicating well-known textures in healthier products, and ‘Multi-layered Mouthfeel’ – where different sensations unfold during consumption. By adapting to these shifts, brands can deliver immersive and memorable eating experiences.

What’s the solution to collaborating for value-driven growth?

By striking the right balance between affordability, taste, texture and clean label requirements, we work with brands and manufacturers to develop products that match shifting consumer preferences. Our science-backed ingredients and technical know-how offer the adaptability and assurance needed to reformulate effectively.

As consumer views on value continue to develop, mouthfeel will remain a vital factor in how products are perceived and remembered. The most successful brands will reformulate not only for cost and health reasons, but also to ensure consumer enjoyment, relevance and trust in the long term.

Discover further innovation insights

Explore the possibilities for your product range with advanced insights and practical strategies. Download Tate & Lyle’s report, The Future of Mouthfeel, to discover how novel approaches can strengthen your brand and engage consumers in meaningful new ways.

Looking for even deeper insights into the future of product reformulation and ingredient innovation?

Don’t miss New Food’s upcoming webinar, Innovation in Ingredients for Confectionery & Snacks, taking place tomorrow (25 June) at 3pm BST.

Tate & Lyle’s Technical Service Manager, Amy Jackson, will join experts from Biospringer and Campden BRI to share practical insights to help you manage reformulation and HFSS compliance with confidence.