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Why does this taste so good? How AI is helping chefs and companies better understand and create flavours

With consumers demanding bolder and more experimental flavours, more and more kitchens and food labs are turning to emerging technologies to help their product development.

Ingredients Network spoke with Johan Langenbick, co-founder of AI-driven scale-up Foodpairing, about the latest advancements in taste and technology, and their impact on the culinary and commercial landscape.

Sniffing out unique flavours using data science

Foodpairing has pioneered a scientific approach to flavour pairing that identifies unexpected but harmonious combinations that inspire chefs and food developers. “We have created a database that analyses the aroma compounds of different ingredients to find surprising matches,” explains Langenbick. The database has led to innovative products such as watermelon-cucumber tonic and roast beef-mustard chips.

The foundation of Foodpairing's technology lies in its scientific rigor. Bernard Lahousse, one of the company’s co-founders, used his expertise as a bio-engineer and gastronomic scientist to develop software that initially aimed to inspire chefs with new pairing ideas.

Today, the tool is used by chefs in 140 countries, bridging the gap between science and culinary creativity. The scientific credibility of Foodpairing’s technology has also garnered significant attention from the wider food industry, where companies are leveraging Foodpairing insights to develop products that cater to modern consumer preferences.

Explaining instant hits and acquired tastes

Foodpairing’s tools initially focused primarily on professional chefs, helping them expand their skills and refine their sense of smell. Rooted in their research and food pairing experiments, Langenbick and Lahousse wrote the book The Art & Science of Foodpairing: 10,000 flavour matches that will transform the way you eat to promote a deeper understanding of aromas and flavour descriptors, encouraging chefs to experiment with new ingredients and combinations. “Even a small addition like rose extract can elevate a dessert to a new level,” says Langenbick.

Foodpairing not only aids the discovery of new flavour combinations; its scientific approach can also explain why certain flavours and flavour combinations are popular. “We can explain why, for example, sour cream and onion in salty snacks is such a big hit,” says Langenbick. Conversely, some flavours have gained popularity despite their flavour profiles – Langenbick cites the mass consumed energy drink Red Bull as one of these unexpected acquired tastes. “There is an interesting theory that if you don't like a certain ingredient, after eating it six to nine times in different forms, you gradually start to become acquainted with it and eventually like it,” he explains.

These fundamental flavour insights can help companies replicate the success of popular flavours and innovate confidently. And as the technology gains greater adoption, it is also becoming a powerful tool to help brands anticipate and predict successes. “Because Foodpairing is used globally by chefs who push flavour boundaries, we spot trends early on,” says Langenbick. “This year, we see tangy and citrusy flavours trending. Yuzu kosho, a fermented citrus and chili condiment, has become a personal favourite – an explosive yet delicious addition to various foods.”

Meeting the demands of a new generation

Millennials and Gen-Z consumers are known for their adventurous tastes and tendency to seek novel culinary experiences. This shift in consumer behaviour provided fertile ground for Foodpairing's tools. “The timing was just right, because there was a new generation actively looking for new food experiences,” Langenbick explains. This demand has enabled companies to launch successful flavour combinations that resonate with these demographics.

The platform has also been instrumental in the development of complex plant-based dishes. As the demand for plant-based diets grows – again especially among the younger generations – chefs are using Foodpairing’s tools to create flavourful plant-based menus.

“If you look at some of the literature on the failure of plant-based foods in recent years, one of the top three aspects of why it failed is that ... [the] aroma, taste, or texture of [plant-based foods] wasn't what consumers were expecting, and producers failed to deliver on their promises,”

On an industrial level, the company has collaborated with food manufacturer Sigma Alimentos to create hybrid meat products that blend meat with vegetables, maintaining the flavour and texture of traditional meat while incorporating up to 40% vegetable content.

Meanwhile, Foodpairing continues to push the boundaries of its own application, as Langenbick puts it: “We have also internally used it for more challenging applications, like recreation of meat flavours with only vegetable ingredients.”

Overcoming industry resistance

Adopting new technologies in the food industry has not been without challenges. Langenbick notes, “Food runs on very tight budgets, and there are studies that show that the food industry has a very slow adaptation to new technology or process.” Changing long-established practices is difficult, especially when they have been in place for decades.

However, in recent years the urgency – and increasing regulatory pressure – to reduce food waste and the growing awareness of the climate impact of failed products is driving change. Langenbick points out that a high failure rate of products in the market highlights the need for innovation to improve sustainability. Fears around AI, such as job loss and protectionism are also gradually being addressed, while the benefits of enhanced efficiency and productivity are continuously growing more apparent.

The future of flavour innovation

AI-driven flavour development allows for efficient and accurate predictions of consumer preferences, reducing the risk of product failure. Langenbick emphasises the critical role of flavour in purchasing decisions and the growing recognition of its importance. “Flavour is one of the main drivers of purchasing behaviour, and that flavour is something that companies need to be on top of and really understand.”

The integration of scientific approaches and AI in culinary arts is set to continue driving innovation. As companies and consumers become more accustomed to these technologies, Langenbick sees a future where flavour science plays a central role in product development, offering a sustainable and consumer-focused approach to innovation. According to Langenbick, this is only just the beginning: “We are on the verge of the use of data-driven product development and innovation.”