Although the public and, now, the industry are well aware that "sugary, salty, fatty foods are not good for us in the quantities that we consume them," why do we consume them when "diabetes and obesity and hypertension numbers still spiraling out of control?" It turns out that it isn't just a matter of poor willpower "on the part of the consumer" but that these products "are created and sold to people who, while not powerless, are extremely vulnerable to the intensity of these companies industrial formulations and selling campaigns."
[...] consumers hated Red Fusion. Dr Pepper is my all-time favorite drink, so I was curious about the Red Fusion, a California mother of three wrote on a blog to warn other Peppers away. Its disgusting. Gagging. Never again.
Stung by the rejection, Cadbury Schweppes in 2004 turned to a food-industry legend named Howard Moskowitz. Moskowitz, who studied mathematics and holds a Ph.D. in experimental psychology from Harvard, runs a consulting firm in White Plains, where for more than three decades he has optimized a variety of products for Campbell Soup, General Foods, Kraft and PepsiCo. Ive optimized soups, Moskowitz told me. Ive optimized pizzas. Ive optimized salad dressings and pickles. In this field, Im a game changer.
In the process of product optimization, food engineers alter a litany of variables with the sole intent of finding the most perfect version (or versions) of a product. Ordinary consumers are paid to spend hours sitting in rooms where they touch, feel, sip, smell, swirl and taste whatever product is in question. Their opinions are dumped into a computer, and the data are sifted and sorted through a statistical method called conjoint analysis, which determines what features will be most attractive to consumers. Moskowitz likes to imagine that his computer is divided into silos, in which each of the attributes is stacked. But its not simply a matter of comparing Color 23 with Color 24. In the most complicated projects, Color 23 must be combined with Syrup 11 and Packaging 6, and on and on, in seemingly infinite combinations. Even for jobs in which the only concern is taste and the variables are limited to the ingredients, endless charts and graphs will come spewing out of Moskowitzs computer. The mathematical model maps out the ingredients to the sensory perceptions these ingredients create, he told me, so I can just dial a new product. This is the engineering approach.
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