Across the United States, food makers are shifting focus from flavor alone to the full sensory experience of eating. Industry experts say that “mouthfeel,” the technical term for the way a product feels in the mouth, has become a decisive factor in purchasing decisions.
New Products Highlight Texture
Brands are rolling out items that showcase novel textures. Starbucks recently introduced the Aerocano, an air‑whipped iced espresso that delivers a light, foamy sensation. PowerCrunch offers a wafer‑like protein bar designed for a satisfying crunch, while Trolli’s Gummi Popz remain soft and chewy even after being frozen.
Global Trend, Local Impact
The texture push is not limited to the United States. In China, stretchy yogurt is gaining rapid popularity, and Swedish confectioner Cloetta has launched Sprinkled Foamies, a candy with a crunchy coating and marshmallow center. Parisian bakers are experimenting with “crookies,” a hybrid of a crispy croissant and a melty chocolate‑chip cookie.
“It’s not just about flavor anymore. People are thinking about the whole experience,” said Tana Davila, chief marketing officer at Dutch Bros Coffee. The drive‑through chain now lets customers add whipped foam and juice‑filled balls that pop when bitten.
Industry Leaders Explain the Shift
Patrick Kalotis, executive vice president of texture and healthful solutions at Ingredion, noted that consumers often describe texture when asked about taste. “You hear people say ‘this drink is fizzy’ or ‘I love the creaminess of the yogurt.’ They think they’re talking about taste, but texture is really shaping that perception,” he explained.
Jenny Zegler, principal strategist for food and drink at market‑research firm Mintel, said the craze for texture exploded after the rise of the Cronut a decade ago. Social‑media videos of influencers breaking crackly peanut brittle or slurping creamy noodles have amplified interest, leading to a surge in online searches for chewy, soft, gooey, and melt‑in‑the‑mouth qualities.
COVID‑19 Heightened Awareness
The pandemic also played a role. Many people temporarily lost their sense of smell and taste, prompting a focus on the tactile aspects of food. Shannon Weiner, senior director of consumer insights at Ferrara, recalled the 2020 debut of Nerds Gummy Clusters—a sweet gummy coated in crunchy Nerds candy—as a response to that need.
Ferrara’s subsequent innovations, such as crispy freeze‑dried Skittles and jelly beans with a crunchy exterior, illustrate how texture can create contrast, elevate perceived indulgence, and keep consumers engaged while they snack.
Challenges and Innovations for the Food Chain
Meeting texture expectations presents logistical hurdles. McDonald’s revised its McCrispy chicken strips after customers complained the pieces weren’t crispy enough. Meal‑delivery services are also seeking ways to preserve crunch during transit. Ingredion has developed potato‑starch coatings that keep french fries crispy for up to 30 minutes, with research underway to extend that window to 45 minutes.
Beyond convenience, companies are using texture to improve nutrition without sacrificing familiarity. Ingredion’s additives help reduced‑sugar yogurt retain a creamy mouthfeel, and Mintel reports that 59 % of new packaged foods launched this year omitted any textural claim on their labels, despite clear consumer interest.
Looking Ahead
Zegler predicts continued innovation, especially for specific populations such as older adults who may need softer textures. She expects snack foods to add more layers of texture and for manufacturers to better communicate those qualities on packaging.
In a market where overstimulation is the norm, texture offers a tangible way for brands to stand out and deliver a satisfying eating experience.
Original reporting: Alexandria, VA News – WTOP News — read the source article.
