There isn’t a brand in the world that doesn’t want to improve its products. That could mean making them healthier, cheaper, more sustainable, or in some cases, compliant with new regulations.
The challenge is, making the necessary changes, without losing the taste consumers love – and that’s where product optimisation comes in.
At Wirral Sensory Services (WSS), product optimisation is at the heart of what we do, helping food and drink companies adjust, reformulate, and innovate with confidence.
In more detail: what is product optimisation?
To keep things simple, product optimisation means refining a recipe, formulation, or process, in order to achieve the best balance between taste, texture, cost, and performance.
This is necessary because sometimes brands need to:
- Reduce sugar, salt, or fat content
- Replace ingredients due to supply chain changes
- Meet new sustainability targets
- Improve nutritional profiles
- Cut costs without hurting quality
It does come with potential problems though, because even a small tweak can dramatically change how a product feels or tastes. That’s why we use sensory and consumer research to ensure every change still meets customer expectations.
Why optimisation matters more than ever
Product optimisation is far more important than people realise, because of the following.
- Consumer health trends
Today’s shoppers demand healthier options – but they still expect great flavour. Reformulating to lower sugar or salt can make sense nutritionally, but only if the end product still tastes the same standard.
- Cost pressures
Rising ingredient and production costs mean brands must be efficient. Product optimisation allows you to identify the most cost-effective formulation that consumers still prefer.
- Sustainability goals
Many companies are shifting to more sustainable or locally sourced ingredients. Sensory testing ensures these swaps don’t compromise on quality or taste.
- Regulatory requirements
New government policies on sugar, salt, and additives are reshaping the market. Testing helps ensure compliance and continued consumer satisfaction.
How WSS helps brands optimise products
WSS’s expert team uses a blend of sensory science and real-world consumer testing to guide every stage of product refinement.
For example, here’s how a typical optimisation project might unfold:
- Define the challenge WSS begins by understanding your goals: Is it about reducing calories, cutting cost, or matching a competitor’s flavour?
- Design the experiment We help develop several potential formulations – for example, five versions of a drink with varying sweetness levels.
- Conduct sensory evaluation Panels of trained assessors and/or target consumers taste each version under controlled conditions. They rate aspects like sweetness, texture, aroma, aftertaste, and overall liking.
- Analyse the data Advanced statistical analysis identifies which attributes drive preference – and which can be safely adjusted without hurting acceptance.
- Deliver clear recommendations You’ll receive an easy-to-understand report showing which version consumers prefer and why, along with actionable advice for product launch or reformulation. The result? Data-backed confidence that your optimised product delivers the same (or better) experience as before.
Small changes can often lead to a big impact
Optimisation isn’t always about major reformulation. Sometimes it’s as simple as adjusting cooking time or temperature, switching to a different supplier or changing packaging materials that affect shelf-life or freshness.
Even minor adjustments can affect aroma, mouthfeel, or perceived sweetness. WSS helps detect and manage those subtle differences before your consumers do.
With over 25 years of experience in sensory and consumer science, our team works with major retailers, food manufacturers, and brands across the UK and beyond.
Remember! Optimising a recipe doesn’t have to mean compromising flavour. With the right research and sensory insights, your brand can create products that meet modern demands, without losing the magic that makes customers come back.
If you have a question about anything we’ve mentioned in this article or require further information, head over to our site here, or give a member of our team a call (0)151 346 2999.
