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Doehler announces Multi-Sensory Design for colours

Doehler has announced Multi-Sensory Design for colours, which the company describes as tailored colour solutions for successful products. What does the consumer expect from a product? How can the colour support their expectations when it comes to the multi-sensory perception and the product promise? According to Doehler, every company needs to address these important issues […]

Doehler has announced Multi-Sensory Design for colours, which the company describes as tailored colour solutions for successful products.

What does the consumer expect from a product? How can the colour support their expectations when it comes to the multi-sensory perception and the product promise? According to Doehler, every company needs to address these important issues when developing a food or beverage, as the significance of the product colour for the overall concept is often underestimated.

Doehler claims it delivers valid answers and solutions with the new Multi-Sensory Design for colours. As a producer of natural ingredients, Doehler believes that it knows that understanding the consumers’ wishes, needs and product expectations is vital when it comes to developing a food or beverage. In addition to a great taste, the product colour is largely responsible for the product’s success, the company says. Consumers associate the colour of a food or beverage with certain taste and product attributes, the company goes on to note, stirring our senses and subconsciously triggering emotions – well before we consume the product.

A recent study led by Doehler Sensory & Consumer Science (SCS) is said to prove this. As part of its in-house consumer research, Doehler investigated the reasons behind consumers’ colour associations in what it says is a unique global study. The study concluded that selecting the right colour supports the product positioning of food and beverages in a targeted manner.

Based on its portfolio of natural colours and colouring concentrates, as well as the findings of the consumer study, Doehler has developed Multi-Sensory Design for colours. According to the company, this makes it possible for producers from the food and beverage industry to find the perfect, natural colour tone that matches the desired product positioning, the product promise and ultimately the consumers’ expectations, thus contributing to the product’s success. The methods developed can be applied to all segments of the food and beverage industry and tailored to meet specific customer issues, market requirements and applications, the company claims.