Table Talk

How much do labels and packaging affect what we taste when we eat food? It's a question that Christopher T Simons, Associate Professor in Sensory Science at The Ohio State University, has given a lot of thought to. In his latest study, he presented people with three plates of identical biscuits, one labelled "customer complaint", one labelled "factory typical", and another labelled "new and improved". "People perceived them totally differently" he tells Stefan Gates in this episode of the Table Talk podcast. But why is that? And how can the food industry use studies like this to make their products more attractive to consumers? Professor Simons says there are important lessons to be learned, and many ways the findings can be applied, not least in new product development and marketing. And if labels and packaging, descriptions and pre-conceived ideas are so important, could they be used to help people switch to a healthier, more sustainable diet? Christopher T Simons, Associate Professor