Flavour preferences differ across the globe. European flavours, in general, tend to be more subtle than North American tastes. As a rule, Canadian consumers prefer a higher salt, US consumers a higher sugar content.
Nourish got hired to support a North American product launch by Dutch baked goods manufacturer, van der Meulen. The company produces around 80% of the world’s Melba Toast from a plant located in a small town in the Netherlands.
As van der Meulen was preparing to enter the Canadian and US market with a range of flavoured Melba bread chips, our research and culinary staff, working with carefully selected consumer panels, researched and tested all existing European SKUs to ensure relevancy for the North American market.
For maximum efficiency, we created a living feedback document for the development team in the Netherlands. Different cheese options, spice mixes and iconic combinations like cheese and onion were all continuously tested, rated, approved for development, moved back for further discussion or even dropped.
Additionally, we suggested the renaming of some products, to ensure familiarity and flavour recognition.
For example, paprika, familiar and easily understood in European markets, is similar to a flavour the North American consumer would call barbeque. The client made the decision to fine tune this at production, dialling up both the sweetness and the spice level of the product.
The result? A highly successful product launch across Canada and the US with flavours that are easy to recognize on shelf and familiar on the palate.