Focus on the ‘truth’ of novel foods being able to fulfil familiar functions like taste and nutrition, while not drawing attention to the ‘lie’, which metaphorically refers to their formulation.
This was a suggestion by Daphne Tan, director of Regional Innovation, Technology and Deployment at dsm-firmenich.
“My usual formulation is two parts truth, one part lie. As long as it tastes good and fulfils its intended purpose, no one’s going ask what’s in there,” said Tan.
Tan noted that the resistance to novel foods, particularly alternative proteins, mirrors the backlash faced by genetically modified (GM) foods two decades ago. Yet today, synthetic biology has become a buzzword.
This shows that with time, consumers could eventually accept alternative proteins as part of their mainstream diet.
“So I think we have to give consumers enough time to adapt, give the food industry time to evolve. There’s always a fear of the unknown – it’s the human psyche kicking in. We just have to stay the distance,” said Tan.
Tan was adding on to comments about how drawing parallels can be used to educate consumers about accepting novel foods.
A new product must be uniquely familiar. If it is completely novel, it is way too scary, said Monell’s director of Corporate Partners Program Dr Linda Flammer.
Therefore, drawing parallels to familiar products can help ease consumer acceptance of novel innovations.
“For example, ask those fearful of synthetic biology who also take vitamins, and whether they know how these supplements are made – all of these are made using synthetic biology,” said Dr Flammer.
These insights emerged during a panel discussion on “What does the future of food look like?” where Tan and Dr Flammer were panellists. This session was part of the scientific symposium that followed the signing of a memorandum of understanding (MOU) at A*STAR Singapore Institute of Food and Biotechnology Innovation (A*STAR SIFBI).
The MOU was signed between Monell Chemical Senses Center and A*STAR SIFBI. One of the goals of this collaboration is to tailor products that better meet consumer expectations and promote balanced nutrition in Asia.
Alternative proteins as a novel food was one of the major focuses at the symposium. The panel thus explored how industry can push forward with producing future foods for diverse cultures with varied preferences.
How do we move from here?
Understanding cultural diversity and the complexities of sensory science – how people perceive, choose, and learn about food – is crucial for driving the future of food.
The symposium covered various cultural and biological approaches, as well as the commonalities across these areas. So, the question now is: “How do we move forward from here in terms of product development, as well as social and consumer science?” asked the panel moderator, Monell’s executive director and president Dr Benjamin Smith.
Dr Flammer responded by saying it was a mistake to introduce plant-based meats as meat substitutes when they are clearly not the same. This is because by framing it as something that is supposed to taste like meat, it sets up expectations that cannot be met.
“We should have simply said, ‘Here’s a plant-based protein, and it’s yummy.’ “Don’t say that it’s supposed to taste like chicken or hamburgers, because they don’t taste like chicken or hamburgers,” said Dr Flammer, adding that many of these products are enjoyable in their own right, and that’s where the focus should be.
“Setting the right expectations is critical for adopting a new paradigm. We can’t stick with the same old narrative, it’s not sustainable. There needs to be a shift in how we position these products,” said Dr Flammer.
We can also learn something from children, added A*STAR senior scientist Dr Aimee Pink, also a panellist on this session.
For children, taste is the primary driver. At the same time, many young ones appreciate that some of these new foods are good for the planet because they understand how it will affect their future.
“Combining taste with the message of environmental benefits is a great way to educate them and shape their food choices moving forward,” said Dr Pink.
