Adding Next-Level Excitement to New Launches
Consumer journeys are a focus for many marketers. They know consumers do not interact with a product once, but follow a path: from the very first in-store (or online) impression, considering a purchase, experiencing its consumption, and even sharing photos on social media after. Especially younger consumers engage in social media with many turning into “foodies,” being true explorers in the world of food making that visible to the outside world. For example, Mintel states in a 2020 trend report that:There are many opportunities for a product or brand to stand out. Colour is a key factor in each stage of the consumer journey. More often than not, colour has a significant impact on shelf-stand-out, purchase intent, taste expectation, as well as actual taste experience, and overall product liking. Manufacturers leverage this knowledge particularly well in limited editions. European food launches with a seasonal or limited edition claim were 68% more likely to utilize a colouring solution than other launches, Mintel reports. Colour often brings the actual product concept to life: Halloween turns orange, Christmas is red and green, birthday cake sprinkles are colourful. Multiple limited editions can be found across the most diverse food segments catching consumers’ eyes. Innovation to Spark the Senses Taking colour and flavour to the next level and creating a “Sense of the Intense” aligns with the latest consumer trends. Consumers are looking for new sensory experiences and are prone to pay attention to outstanding looks, unusual flavours, or unexpected sensory attributes. To inspire brands and support products to shine, Sensient developed a unique range of naturally colourful inclusions. Color Crystals™ are designed to spark the senses whilst supporting clean label needs. The Color Crystals™ come in a variety of colour shades, and can be mixed and matched or used ‘mono-colour’ to best support individual product concepts. Are you looking for a distinctive appeal with an additional flavour component? Take the sensory experience a step further with the addition of a customized flavour. It will perfectly complement the individual profile you are seeking for your product launch. Would you like to point out a textural element for an enriched sensory experience? In many applications, the Color Crystals™ will create a slightly crispy feel – simply enticing! Are you interested in a bigger “wow”-effect with visible sparkles? Or would you prefer a refined, sophisticated look with smaller-sized Color Crystals™? Both are possible and the effect is as different as it is exciting: Sensient’s Color Crystals™ make it easy for product innovation to trigger consumer interest via high visual appeal and – if desired – combine with textural sensation and new flavour combinations. Reach out and schedule a consultation with our technical experts to find out more about the suitability of Color Crystals™ for your innovation project. If you want to get started on the next eye-catching product quickly, feel free to request a sample today.