It’s no secret, being first to market is an enormous brand advantage. Think sriracha sauce; Huy Fong Foods made a fortune by being the first to distribute the popular sauce. But speed can also work against you, as it did for numerous gluten-free products when consumers were turned off by flavor.

Key to winning the flavor battles is an effective sensory research component to leapfrog development steps in a safe, economical and quality-minded manner. What is sensory research best practice? How can it help lift product development speed and quality? Today many top brands turn to sensory research to help unlock the next sriracha sauce and gain an enduring brand advantage. This playbook offers timely strategies to help:

• Extend today’s most popular flavor profiles in fresh innovative directions
• Avoid the missteps of a poorly designed sensory research process
• Leverage sensory research insights early to confidently speed product development 

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