Sensory marketing are techniques that are used to reach your customer’s senses and influence their behavior based on how your brand and marketing materials make them feel.
Camden BRI examine how and when businesses must substantiate sensory claims made in food product marketing in their white paper entitled “Sensory claims substantiation: an overview” which is free to download from their website.
A sensory claim is a ‘statement about a product that highlights its advantages, sensory or perceptual attributes, or product changes or differences compared to other products in order to enhance its marketability’ (ASTM International, 2016). Some businesses use them as an alternative to health or nutritional claims.
It looks at the differences between comparative and non-comparative claims. Comparative claims are made when comparing to other brands – “as good as” or “better than”. Non-comparative claims involve terms like “creamy flavour” or “luxurious taste”.
Businesses are less likely to have to substantiate non-comparative claims.
The white paper looks at the routes that businesses have to take to substantiate comparative sensory claims to the advertising standards agency. These include laboratory analysis, consumer research, panel analysis.
Some terms used in non-comparative analysis must also be used with care e.g. ‘pure’, ‘fresh’, ‘natural’, ‘original’, ‘traditional’ and ‘authentic’.
Read the full white paper by clicking here.
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Catherine’s role is Technical Assistant and she is one of the newer members of the Ingredient Solutions team. Catherine recently graduated in Food Science and Innovation at WIT and is motivated, positive and enjoys working in a team. Catherine says, “I always see the good in every challenge that approaches me as they can lead to opportunities to learn more.” She is looking forward to focusing on the areas that she can control and learning how to perfect them.
Ted is the Factory Manager, he is the man that keeps everything running smoothly, supporting production and technical operations. He ensures that all the machinery within the factory functions at maximum efficiency and is properly maintained.
Suma has worked for Ingredient Solutions for two years as Technical Manager – leading the technical team. Before working for Ingredient Solutions, Suma worked in Asia, the Middle East and Europe and has over twenty years experience in management and leadership in food and other industries.
Pina is our UK Sales Support Administrator and has worked for Ingredient Solutions since 2012. She works alongside Gary Davies and the sales team providing them with sales information and supporting the team especially when they are on the road. Pina works remotely for Ingredient Solutions from her base in Luton in the UK.
Marek is based near Lublin, that’s not a typo we don’t mean Dublin, he’s our man on the ground in Eastern Europe.
