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Tate & Lyle has unveiled a new campaign, 'Mastering the Marvel of Mouthfeel,' to highlight its advancements in texture and mouthfeel solutions for the food and beverage industry. The initiative will feature the proprietary formulation tool, Tate & Lyle Sensation, which is designed to help formulators create ideal mouthfeel solutions efficiently. The campaign aims to demonstrate how Tate & Lyle can enhance the sensory experience of products and help brands stand out. It will be rolled out across digital media platforms such as LinkedIn and Google, as well as trade publications throughout the year. Tate & Lyle has identified three key opportunities in mouthfeel formulation: optimising profitability while maintaining great mouthfeel; reformulating products to be cleaner, healthier and compliant with regulatory requirements; and supporting customer innovation teams in creating new textures for foods and beverages. John Stewart, senior VP of texturants and proteins at Tate & Lyle, said: “Getting mouthfeel right in a formulation can be a challenge. Often, there is a lack of insight about the preferences of consumer groups. We are focused on gathering these consumer insights and connecting them to our mouthfeel solutions, making our customers’ formulation process quicker and more accurate, ultimately helping their products be more successful in the market. This campaign shines a spotlight on Tate & Lyle’s capabilities as a go-to mouthfeel solutions partner: identifying customer challenges and opportunities and solving them.”

Marcia Petit, global sensory director at Tate & Lyle, explained:  “At Tate & Lyle, we are investing in our global sensory capabilities. With the Tate & Lyle Sensation tool, we will map what consumers want in terms of mouthfeel by category and geography, translate these insights into scientific sensory language and then deliver the right ingredient solutions for each specific desired mouthfeel attribute.  By leveraging this agile and accurate tool, formulators can now develop superior products with enhanced texture and mouthfeel in a quicker and easier way.”

The Tate & Lyle Sensation tool is currently launched in the North American market, with plans for global rollout this year.