FUNCTION OF FLAVORS AND THEIR UTILIZATION

III. FUNCTION OF FLAVORS AND THEIR UTILIZATION

We shall make an important distinction between the role of flavor and its function. The role of a flavor is simply to impart sensory pleasure to a good, beverage, tobacco, or pharmaceutical, and in doing so it serves a diverse function. It is important to understand the function expected of the flavor so that the type best suited for this function can be delivered.

A. Flavor Functions

Since flavor functions are diverse, we must differentiate these functions, although it must

be emphasized that most of the them are intertwined and related. In most applications,

Table 13 Functional Use of Flavors Economic

Psychological Simulate

Physiological

Nostalgia Extend

Metabolic response

Association Flavor the unflavored

Intestinal absorption

Intellect/belief, cognitive factors Modify (cover taste)

Appetite and consumption

Trend Compensate for flavor losses

Flavor the flavored Improve shelf-life

are used by processors Table 13 differentiates among three major categories of function: economic, physiological, and psychological. Many flavor applications perform functions in all three categories, although each category will have a different emphasis. For example, some applications are mainly for pleasure (psychological functions) as exemplified by a hard-boiled candy as opposed to a flavored yogurt positioned for breakfast where the three functions—economic, physiological, and psychological—are applied in differing degrees.

We strongly believe that new foods to be launched in the marketplace must have

a raison d’eˆtre. The very reason for their innovation should be clearly communicated to consumers by proper positioning and relevant flavor selection. The flavor selected for pleasure in a food positioned as a ‘‘fun snack’’ will be more successful when the broad term of pleasure is further reduced to its specifics as shown in Table 13. A flavor profile and character for nostalgic pleasure is quite different from that directed toward pleasure by association.

1. Economic Functions Obviously, a simulated flavor or an extender must have economic benefits; otherwise it

defeats the purpose of its application. Some healthful, nutritional food preparations might have undesirable tastes (e.g., soya and vitamins). Flavors that can modify their taste and make these nutritional, economical food preparations more palatable would be desirable. Another example of this application is the use of flavor to compensate for flavor losses in food processing or to extend freshness during storage.

One interesting concept is known as ‘‘flavor the unflavored’’ (copyright, Givaudan Roure). In this instance, the concept is applied to bring variety and palatability to a bland food such as rice or cereal.

2. Physiological Function Research in this area is still in its infancy. The Monell Chemical Senses Center has a

program to study the contribution of taste and smell to nutrition. Various studies on taste and fat digestion provide some indication that taste can alter the metabolic response to a fatty meal (30,31). Research on taste and intestinal absorption of glucose proposes that oral stimulation affects intestinal absorption (32). Monell has recently expanded into the following areas:

1. Chemosensory function and dietary preferences in disease (33)

2. Intravenous feeding and appetite (34)

3. Sodium intake and preference for salty foods (35,36)

3. Psychological Functions Although the main role of a flavor is to provide sensory pleasure, psychological analysis

of this pleasure can greatly assist in proper flavor selection. We do not claim that there are rigid boundaries, even within the vertical classifica- tion (see Table 13 ). A nostalgic pleasure can be trendy or both trendy and pleasure-associ- ated. This differentiation is rather conceptual and represents a language developed by Givaudan Roure for use in brainstorming sessions for product innovation.

When attributes such as ‘‘natural’’ are emphasized in flavors, pleasure derived solely from these attributes is directly dependent on a consumer’s belief, intellect, and cognitive factors of how much natural is healthier. Religious belief can also have an impor- tant influence on pleasure perception.

Examples of today’s trendy flavors are the fantasy types that do not necessarily represent a commonly known food, but rather a novel combination, thus creating a new identity. These are exemplified by the various fruit punches and good hybrids.

The concept of ‘‘flavor the flavored’’ is also useful to add variety and increase sensory pleasure to foods that normally need no further flavoring. The addition of flavors to tea and coffee is an example of this concept.

B. Applications of Flavors

Flavors are applied to various products in the food, beverage, tobacco, pharmaceutical, and oral hygiene areas. Lately, some applications have extended to other segments such as the toy industry. Flavored products fall into two categories:

1. Flavor-dependent . These are foods and beverages that cannot exist without the application of flavors. Examples are hard-boiled candy, chewing gum, car- bonated and nonjuice drinks, gelatin desserts, and powdered artificial beverages.

2. Flavor-independent . These are products that can be marketed without flavors or for which flavors are legally prohibited. Examples of the first type of product are crackers, cereals, and nuts. The second type include milk, orange juice, and butter, in which flavor reinforcement is not permitted, unless a new identity is given to the food.

1. Direct and Indirect Flavoring It is interesting to note that almost every food can be flavored provided that consumers

are not misled or deceived. The food industry achieves this, as in the following examples:

1. New identity .

A food such as milk, butter, or juice can be flavored provided that it is name to convey to consumers its new identity and avoid consumer deception. Examples are blends of butter and margarine.

2. Indirect flavoring . Indirect flavorings are preparations that might be added by consumers to their home-cooked meals. Examples include preparations that can

be added to meats and poultry in the form of extenders. Salad dressing might also be considered a form of indirect flavoring of home-served salads.

2. Flavor Selection It is important for flavor users to understand the complexity of flavor selection. It will be

helpful to begin by separating flavors from all other additives and placing them in a class

1. Not a commodity . Some food additives such as sweeteners, spices, colors, and emulsifiers, unless they are in a proprietary mixture, are commodities that can

be purchased from alternative suppliers. On the other hand, a flavor such as strawberry is not only unique among individual suppliers, but also must have an identification number to differentiate it from other strawberry flavors pro- duced by the same supplier.

2. Specificity . Flavors are very specific to certain applications. For example, the same orange flavor (same identification number and supplier) might taste excel- lent in some applications but be much less acceptable in others. Flavors in many instances are tailored to suit a complex food system as well as the processing conditions applied.

Therefore, the success of flavor applications is heavily dependent upon and directly pro- portional to the quality of communication between suppliers and users. In the following section, we briefly highlight the important factors that will assist users in flavor selection and screening.

C. What Does the Flavor Chemist Need to Know from Flavor Users?

In this section, we are not concerned with the extent of communication but rather with its quality. As mentioned earlier, the flavor industry is a service-oriented one that strives for personal contact and mutual trust with its customers. Within the ethics of confidential- ity between trusting parties, the following notes are intended as a checklist for both.

1. Marketing Information In the conceptual stages of development, it is important to share knowledge about the

type of consumer product being formulated, its positioning, and its special message to the consumer. This was explained Section III.A.

2. General Information The following notes briefly list the general information that is usually required for flavor

development.

a. Consumer’s Product Type . Details are required on the category and type of food or beverage to be

flavored. As an example, if the product is a frozen dessert, it should be specified whether it is sherbert, pudding, or ice cream.

Shelf-life . Expected shelf life within the storage and packaging conditions should

be stated. Type of packaging . The type of container should be identified as being carton, plastic, metal, or glass. Claims . Will the product have specific health claims? Examples: sodium-free, low cholesterol, sugar-free, fat-free. Directions . What type of preparation, if any, do consumers require? Target . Could a model product be developed in a laboratory or kitchen? Is there

a similar commercial product available? Positioning . Information on targeted consumers’ age group as well as product mar- ket positioning would be very helpful in the process of selecting the proper flavor

b. Product Matrix (Base Recipe) Type of sugar (sucrose, fructose, glucose, etc.), starches, gums, colors, preservatives,

oils, etc. Special ingredients that might be reactive with flavors (proteins, vita- mins, acidulants, minerals, stabilizers, oxidizing/reducing agents, etc.)

Active components, if any, as well as pH, viscosity, percent solids, and any other useful information on the base.

c. Processing Provide information on the equipment to be used such as homogenizer, extruder,

etc. State conditions of pasteurization or sterilization in terms of temperature and holding time. Indicate whether filling will be at hot or at ambient temperature. Type of pumps utilized which might affect emulsions or cause foaming.

d. Type of Flavor Description: fruity, savory, fantasy, etc., fresh, processed, canned, cooked, etc.? Can

a model be developed in a kitchen or a laboratory? Can a target profile be well specified? Is there a cost limitation? What type, size, and methodology of sensory panels will be used to judge the flavor?

Claims: natural and/or artificial. Forms: liquid, powder, emulsion, suspension. (This is usually recommended by the

flavor supplier.)

D. Flavor Forms and Dosage

Flavors are supplied in the following forms:

Solvents and carriers Liquid

Forms

Water-, alcohol-, or oil-soluble Alcohol, propylene glycol, triacetin, benzyl alcohol, glycerin, syrup, water, vegetable oil

Powder Spray-dried, absorbates, or powder Gum acacia, starch hydrolysates, selective mixes

hydrocolloids, simple carbohydrates Pastes and

Emulsion of the oil-in-water type Same ingredients as for powder and liquid emulsions

Flavor strength and potency vary considerably. Some flavors are diluted with solvents and carriers, whereas others are compounds of aromatic chemicals without a solvent. Although the flavor dosage is quite varied, there are some industry acceptable ranges, as shown in Table 14 .