Word: flavorings
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...world of candy, however, that the challenges and rewards are potentially greatest--if the manufacturer can come up with something that appeals to the biggest flavor consumers of all: kids. "Children, on average, prefer 60% more flavor in foods than adults do," says O'Brien. This is no surprise to their parents, who once loved consuming now-classic candies like Red Hots and Atomic Fireballs. But what's on the market today is not your daddy's candy...
...candy line or the souped-up SweeTarts Shockers. The Shockers are ultrasour SweeTarts in a chewy fruit base that may be unpalatable to parents but are catnip to their kids. Young consumers also like it if candies have what manufacturers call play value. SweeTarts Gummy Bugs offer all the flavor punch of ordinary SweeTarts, with the added value of coming in insect shapes. "First you see all the colors running together on the candy, and that's a lot of fun," Nestle's Nicole Ifcher says. "Then you decide how you're going to eat it. Do you bite...
...FLAVOR WITHOUT...
...much. The obesity problem in the U.S. has reached epidemic proportions, with 65% of the population considered overweight or obese. The pressure is increasing on restaurants and manufacturers to get at least some of the fat out of food. The difficulty, of course, is that fat is often where flavor lives...
Researchers at IFF and other flavor companies have ways to get around that. A critical element in fatty foods is mouth feel--the creamy, palate-coating character of, say, thick pudding or cheesy lasagna. Scientists can mimic that feel with substances such as starches, polysaccharides or lactones (a natural product of fermentation). These lower-cal alternatives can give food a higher-cal feel. "When you create the impression of fat," says Miller, "you also enhance flavor...