In the F&B category we are often faced with the challenge of proving the proverbial "proof of the pudding" quite literally. And it is at times like these, that we, as marketeers find ourselves in search of some direction, to put meaning or at least a structure in defining and understanding this world of taste which drives the entire F&B category. This presentation is an attempt to do just that :)

1. WHAT IS TASTE?
taste
/teɪst/
noun
1. the sensation of flavors perceived in the mouth and throat on contact with a substance.
"the wine had a fruity taste“
2. a person's liking for particular flavors.
"this pudding is too sweet for my taste“
verb
1. perceive or experience the flavors of.
"she had never tasted ice cream before“
2. have experience of.
"the team has not yet tasted victory at home"

2. THE HOW AND
WHERE OF IT
There are essentially 6 taste receptors which help us
experience the 4 basic taste pallets which further make other
flavours such as tangy, fruity, etc.
The central receptor is called umami and is does not have a
taste as such but is described as savoury. umami flavor
include broths, gravies, soups, shellfish, fish (including fish
sauce and preserved fish such as maldive fish), tomatoes,
mushrooms, hydrolysed vegetable protein, meat extract,
yeast extract, cheeses, and soy sauce.

3. KINDS OF
TASTE

4. STRUCTURING TASTE FROM A
communication
ASPECT

5. Ingredient Story Processing Story
Sourcing Story
Formfactor/sensorial
Story

6. Ingredient Story Processing Story
Sourcing Story
Formfactor/sensorial
Story

7. ValueHierarchyof
communicationaspects
Basic
Value
Premium
Innovation
Ingredient Story
Processing Story
Sourcing
Story
Formfactor/sensorial
Story