“The mantra of our Consumer Science Sensory Center [is] ‘where science meets senses.’ We use .... behavioral science, physiology [and] statistics, so that we can conduct statistically sound product research so that we can make educated decisions and sound decisions for our flavors and fragrances,” Karen Graves, VP of shared technical service at Bell, told FoodNavigator-USA during the grand opening ceremony last week.
She added, “We are committed to doing this research, so at the end of the day, we can provide unique sensorial experiences that eventually go into products that delight consumers.”
Innovation often comes ‘down to time and money’
The 6,500-square-foot center is an extension of Bell’s headquarters in Northbrook, Ill., featuring testing booths, a viewing area, a kitchen and workspaces, designed to facilitate flavor, fragrance and product testing.
The center opens as CPG innovation is declining. Earlier this year, market research company Mintel reported that 65% of product launches in 2024 were line extensions, reformulations or new packaging, and innovative product launches were at the lowest level since 2007.
“My advice would be to take time to listen to consumers and incorporate their feedback throughout the development process and conduct the right research to really ensure what you are launching meets what they want." — Karen Graves, VP of shared technical service at Bell
The lack of true-new innovation often comes “down to time and money,” Graves admitted. Many CPG companies cut costs and boosted efficiency measures to offset rising input costs and conserve capital.
CPG companies are embracing new product development frameworks like “design thinking” to ensure they are responding to consumer demands and developing products that meet shoppers’ needs, Graves noted.
Design thinking is a multi-step, non-linear process designed to focus on consumer needs and developing and testing products before ultimately releasing them into the market, Graves explained.
“My advice would be to take time to listen to consumers and incorporate their feedback throughout the development process and conduct the right research to really ensure what you are launching meets what they want,” Graves elaborated.
She added, “That is where the center comes into play, this is where we bring consumers in to react to a product using their five senses, and then from there, we can optimize all of those product features so that when it ultimately gets out into the marketplace, it meets consumers expectations.”
Can AI help kickstart CPG innovation?
CPG companies and ingredient companies also leverage various AI and digital capabilities to speed the production development cycle, while finding ways to keep product development costs low.
Bell is still developing its AI strategic vision, but technological advancements in the sensory sciences are leading to efficiencies, which ultimately reduce time to market for a flavor or product, Graves explained.
“From a broader sensory discipline, there is so much going on [with ] developing language models. ... A lot of work that we do is qualitative in nature. So, there is a lot of language and words that need to be analyzed, so that is one way AI is coming into place here,” Graves said.
Videography, editing and production credit: Carly Rude, digital content specialist at William Reed
