Semiotics of taste: Application in China for International (and Local) Food and Flavor Industries

The traditional role of consumer research in the food and flavor industry focuses primarily on new concept creation and product development, as well as product testing.

Semiotics of taste: Application in China for International (and Local) Food and Flavor Industries

Vladimir Djurovic, Nadège Depeux


This article is based on a methodology designed and applied during a 2009 study sponsored by Givaudan and executed by Labbrand for the Chinese market. It originated from a shared interest in exploring how applied semiotics could be used to better grasp the elusive question of flavor experience and enable improved flavor innovation.

In this paper we define flavor and taste, and understand the difference between the two, in the following way: Flavor is a sensory experience produced by...

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