Taste and packaging as risk factors?

24 June 2025

In the food industry, risk-based thinking is pretty much a given. Standards such as IFS and BRCGS expect you as a company to systematically identify, analyze and manage risks. Contamination, allergens and microbiological hazards are thoroughly analyzed as part of a robust quality management system. Yet two essential risks often remain underexposed in classic risk analyses: consumers' reaction to the finished product - and their expectations based on the packaging.

When taste becomes a risk

In product development or participation in tenders, the focus is usually on innovation, cost efficiency, packaging and timing. Product safety is strictly monitored in the process. However, what is remarkably often missing from the decision-making process is the question: will consumers actually want to buy and continue to buy this product?

A product can be technically perfect - microbiologically stable, correctly labeled, compliant with legislation - and still fail in the marketplace. The cause? A flavor profile that does not appeal, a texture that deviates from expectations or a smell that confuses. These are not subjective details, but concrete risks that can lead to low rotation, increased shrinkage, lost sales opportunities and even permanent image damage.

Packaging: the first contact and often the first risk

Packaging is usually the first thing consumers see - and therefore the first thing they interpret. Packaging implicitly communicates promises about taste, quality, durability or health. If reality does not match the expectation created by the packaging, there is noise in the brand experience.

This can lead to confusion about what the product actually is, incorrect positioning, loss of recognition when restyling, or simply a failure of purchase intent. So well-designed packaging is not a luxury, but a prerequisite for market success.

At Het Smaakhuis, we therefore evaluate not only the sensory quality of products, but also the effectiveness of packaging. Among other things, we investigate:

Does the consumer understand at a glance what the product is?
Which packaging evokes the most buying intention?
Does the packaging convey the desired quality or brand value?

Risk-based thinking: beyond QA

Sensory research and packaging are traditionally assigned to departments such as R&D, marketing or sales. But they equally deserve a place within risk management. Not in the context of food safety, but in the context of market success, customer perception and brand trust.

By structurally integrating taste and packaging research into the development process, companies can encounter risks of rejection or misunderstanding at an early stage. In addition, it helps to make informed choices in innovation processes and tenders as well as to get departments to align around a common goal.

Strategic and manageable risks

Packaging that consumers do not understand or a taste that does not convince; both can lead to commercial failure, even if the product is technically perfectly fine. Flavor and packaging are strategic but manageable risks. With proper testing, objective analysis and consumer insight, companies can measure, understand and substantiate them. Need help with your product? Our experts will be happy to help.

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