Flavour fascination: Why localisation is crucial for healthy snacking success in Asia – Listen – BakeryAndSnacks.com

Flavour fascination: Why localisation is crucial for healthy snacking success in Asia - Listen - FoodNavigator-Asia.com


Speaking to FoodNavigator-Asia​ as part of our Food and Beverage Trailblazers podcast, Lecka founder Markus Gnirck highlighted that the notion of Asian consumer tastebuds being far more sophisticated than others is not a myth, especially in the South East Asian region.

“We have tried and tested this, and for example if you give a product with several ingredients to say a German consumer to try and ask them what they can taste, they can likely highlight the key items such as the pineapple  or the walnut – but if you give it to a Vietnamese consumer for example, they are able to really identify every single ingredient, in addition to specifying the different types of textures and sweetness and sourness in there,” ​ Gnirck told us.

“It’s really mind blowing how much more South East Asian consumers are so used to great tastes and flavours, which has made their tastebuds that much more sophisticated and picky, to an extent.

“That makes it very challenging for food brands but also exciting for innovation as it will really push us to the next level.”

He added that the age-old strategy of taking existing flavours and exporting these will not go over well in this region, and firms need to keep in mind how different flavour preferences are even within the same country.

“We’ve tried the sweeter or sweetened flavours commonly used in western markets over here, and these have not been successful,”​ said Gnirck.

“A lot of these very typical recipes include dates and oats – both of which are not found here as native agricultural products – and instead based on our research and trials, we definitely are seeing this interesting divide even within the respective countries.



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