Cheese reimagined.

Snacks redefined.
 The 4 archetypes of cheese snack lovers

For consumers across Asia Pacific countries,

cheese is the classic, go-to flavour for snacks.
But cheese snacks have evolved over the years,
from a familiar indulgence or comfort food to
a more elevated mini-meal with sophisticated
taste. Now, consumers enjoy cheese snacks
more consciously. They’re looking for novel,
epicurean flavour experiences with a
heightened sense of reward.

Preferences for cheese snacks vary widely across Asia Pacific

Givaudan’s FlavorFinders™ analysis segmented consumers across key markets into 4 profiles,
based on their willingness to try new flavours.1

We found a clear appetite for innovation in China and the Philippines:

60% 56%
CN cheese snackers PH cheese snackers

Match our profiles of Trailblazer & Investigator – the consumers at the forefront
of flavour adoption. They want to try bold new flavours.

And in Indonesia and Australia, consumers aren’t far behind the Investigators.
A significant proportion are Followers:

50% 31%
ID cheese snackers AU cheese snackers

Willing to experiment with new variations on safe, familiar flavours.

Followers are receptive to the classics, but they’re interested in what’s trending too.
They’re looking for novel familiar flavours.

Meanwhile, the Hesitators are not open to trying new flavours.

12% 18%
CN regular snackers PH regular snackers

1
Givaudan internal study: FlavorFinders™
 CheeseTrek: our search for the next
innovations in cheese
Givaudan embarked on a CheeseTrek that took us all over Asia Pacific to find the novel flavours,
sensations, and experiences that will define the next wave of innovations in food and beverages, validated
by our consumers & sensory research. As part of the CheeseTrek, we visited food and beverage venues across
Australia, Japan, and Thailand, and we sampled cheese-centric dishes curated by cheese chefs and experts.

3 51 125 4
countries venues dishes key cheese sensorial
visited visited sampled elements identified

Our findings: Culinary influencers are taking cheese in 3 new directions in 2024

Cheese as the hero. Amplified focus on the true,

True to cheese authentic cheese taste. Artisanal, exploring cheese
combinations that give the ultimate ‘oomph’.

Cheese as an integrated part of cuisine. Premium,

Culinary experience indulgent, memorable, with a more complex
interpretation of the dish.

A new take on cheese: bold, exciting, contrasting

Novel pairing elements that work together. A stretch from the cheese
we know, creating a pleasant surprise in a novel way.

4 sensory elements to deliver the cheese experience consumers want

Layered Cheese The Golden Crust Umami Bomb Opposites Attract

Complex layering of The sought-after golden Intense umami delivery Contrasting element
cheese resulting in brown crust from the from high-umami that makes the dish
intense cheese flavour baked cheese ingredients combination more dynamic
 Translating CheeseTrek’s insights into dynamic
snacking experiences
Givaudan’s Flavour Analysis identified the key volatile compounds that give each CheeseTrek dish its own unique
character. We then created new cheese top notes to capture the 4 essential sensorial elements, prototyped with our
Virtual Aroma Synthesizer® (VAS) Air tool for real-time concept creation and testing with consumers.

The Innovation Journey

Perform Desk Research
to understand the snacking market

Step

01 Step Step

Embark on a
03 05
‘Cheese Trek’ Test New
across Asia Pacific Concepts
to learn about with consumers
Step
local preferences in different

Step Step
markets 06
02 04
Seek Expert Conduct
Insights Brainstorming
to fine-tune to develop new
taste and snack concepts Introduce New
flavour profiles Cheese Concepts
to customers

With Givaudan’s Sense & Taste technologies,

you can deliver a more dynamic snacking experience

Complexity Balanced
Sensory notes are
Existence of multiple
sensory attributes /
in complementary
Longevity
various sensory layers
proportion to Integrated
each other Time that the full
Melding of individual integrated sensory
Impact sensory notes such that experience sustains
the product presents itself in the mouth
Overall sensory
a unified overall and after swallowing
impression during early
sensory experience
entry into the mouth /
mastication

Initial Mid Range Ending

 From Trek to Shelf: Trek-inspired concepts
for diverse consumer tastes
Givaudan’s snacks concepts are inspired by our CheeseTrek, tailored for local palettes and tested with consumers
in each market. Enabled by our Sense & Taste technologies, each innovation captures the essential sensory elements
of cheese. They provide the dynamic snacking experience consumers want - from initial impact to longevity of taste.

True to cheese
Raclette Cheese
Originating from Switzerland, Raclette is consumed by heating the
cheese surface and scraping the melted part. Raclette cheese has
meaty notes, animalic, with slightly buttery and nutty flavours,
which stands out from the crowd. Givaudan brings you Raclette
Cheese experience in your beloved Snacks.

5% Cheese powder Flavour Delivery

System: Ultraseal

Flavour Delivery TasteSolutions®

System: Everfresh Richness

Source: Givaudan Cheese Snacks Concept Test Online Study AU, ID, PH, CN (n=400), 2023

Culinary Experience
Rose Tteokbokki
Suitable for those who like to challenge themselves with spicy,
exciting new flavours! Rose Tteokbokki is inspired by spicy rice
cakes from Korea, which typically come with melted cheese on
top. The sauce is fiery spicy, made with Korean red pepper paste
(gochujang), Korean red pepper flakes, sugar, soy sauce, and
garlic. Such a dance in your mouth!

10% Cheese powder Flavour Delivery

System: Ultraseal

TasteSolutions®
Richness

Source: Givaudan Cheese Snacks Concept Test Online Study AU, ID, PH, CN (n=400), 2023

Novel Pairing
White Truffle White Cheddar
White Truffle is a highly prized ingredient in the Italian kitchen.
It is luxurious, with distinct aroma that draws you in. Paired with
white cheddar with slight buttery, nutty, and tangy flavour for a
savoury indulgence.

0% Cheese powder Mouthfeel tools

Flavour Delivery TasteSolutions®

System: Everfresh Richness

Source: Mintel GNPD, Cheese Snacks launch 2018-2023

 Co-create with us
Givaudan’s deep understanding of consumer preferences and local market
take the guesswork out of R&D and formulation, so you can co-create
novel familiar cheese flavours that work in each market.

Combining consumer and sensory research with our Sense & Taste
technologies, producers can formulate dynamic snack experiences and
take them to market faster. The outcome is great taste and stable quality at
the right cost – and, where needed, lower dependency on cheese powder.

Ready to discover more novel familiar cheese snack concepts, tailored for
local preferences and validated by consumers? Get in touch.

givaudan.com/cheesetrek
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