The latest flavors developed as part of the Wixon Innovates research program are inspired by consumers’ desire for an emotional connection with the products they buy. Today, people crave more than great taste when selecting a food product; they want to feel a connection to it. This is reflected in research from Datassential, which shows that 63% of consumers would choose a product because they felt connected to its story. 

“Storytelling in food marketing isn’t new or simply a trend,” said Rachael Jarzembowski, marketing manager at flavor solutions provider Wixon. “It’s a proven strategy that creates emotional resonance, builds brand loyalty, and drives consumer connection.” Moreover, most breakthrough ideas are drawn from the experiences of their creators. “Each flavor concept in the Storied Flavor series is firmly rooted in a real-life experience or story. The flavors reflect our innovation team’s travels, traditions, daily rituals, and/or global curiosities.” 

Every concept in the new line tells a story while addressing the latest food trends. Notable flavors included in the line range from exotic fruits (e.g., mango, yuzu, tamarind) and global flavors (e.g., affogato, miso, mezcal) to nostalgic and comforting (e.g., black cherry, marionberry). 

“With mass production and commoditization dominating the foodscape, stories matter,” said Ryan Kukuruzovic, executive chef – culinary manager at Wixon. “They give flavors and ingredients a connection to their origins, an emotional credibility that can’t be manufactured.” 

Source: Wixon