Page 38 - Granola Book Draft VS 21
P. 38
3. Winning with Consumers:
3.4 Granola Drivers of Liking
KEY TAKE-OUT
Biggest drivers of liking Drivers of Liking Granola learning:
is the variable texture
and flavours driven by • While texture is important for consumers, it is
assorted fruit and nut flavour that drives linking significantly and having
inclusions the flavour profile correct allows for a broader range
of acceptable textures. Fruit ingredients drives the
Inclusion of flakes in the highest liking scores, reflecting that taste drives
granola design in low liking more strongly than texture
penetration EMs can help
bridge current RTEC • A wide range of textures have been tested with the
consumers into granola learning that the majority are positively accepted if
they provide a crispy crunch and are not overly
Puffed wheat / raw oat dense
flavours, and dense
texture tend to drive • A combination of clusters with some flakes makes
lower liking in granola the granola eating experience lighter and more
accessible to EM consumers who are trying
Granola for the first time
• Learning suggests that fruit inclusions drive visual
Fruit flavours taste & texture appeal more than any other
remains the biggest ingredient and the brighter coloured fruit pieces
driver of liking for offer consumer the perception of health and vitality
Granola
• Toasted wheat and grain flavours tend to drive
greater food appeal while raw grain and puffed
wheat flavours should be avoided in Granola
