Taking texture innovation to the next level

KANSAS CITY — Texture is a key differentiator in today’s food and beverage marketplace. The attribute adds unique sensory experiences for consumers, like popping boba, hydrated chia seeds, crunchy salt crystals, chewy ice cream, aerated chocolate and more.

“For years we have been often asked ‘what’s the next big flavor?’ Now we are seeing a marked increase in customers asking, ‘what’s the next texture?’ And I love that shift, because mouthfeel can turn a good product into a craveable one,” said Linda Dunning, regional applications director-North America food ingredients, IFF. “Today’s consumers are treating texture as important as flavor.”

Walter (Smokey) Waters, sales and innovation director, Pecan Deluxe, said, “Consumers are eating with their eyes more now than ever. ‘Eye candy’ has literally become king and social media has been a big reason the market has shifted so much to aesthetics versus actual flavor when it comes to consumers picking where to spend their hard-earned dollar.”

Brands are responding and calling texture out explicitly in marketing materials and packaging as a way to make familiar flavors feel new again.

“Texture and mouthfeel are resonating with consumers because they refresh products through experience, not reinvention,” said Elena Lake, marketing specialist, Parker Food Group. “Instead of asking people to try unfamiliar flavors, brands are adding pops, crunches, chews, or cooling and heating sensations to foods consumers already know and trust. At its core, texture delivers novelty with less risk.”

Research from Ingredion Inc. showed that 79% of consumers said texture impacts satisfaction, and more than half will switch product if they dislike the texture. One in four consumers even rate texture as more important than flavor.

“Multi-sensory and immersive textures will define the next wave of product development,” said Daniel Haley, global vice president of texture value enhancement at Ingredion.

“It’s no longer enough to have something that tastes good or different,” said Ryan Dillman, sensory scientist, Tate & Lyle. “It must affect the entire mouthfeel experience. Mouthfeel isn’t texture alone.”

Lake added, “Texture goes beyond physical inclusions. Pucker, burn and cooling sensations add another layer of sensory interest and pairs especially well with crunch, chew and pop.”

Ingredient manufacturing advances have helped make texture a trending element in foods and beverages, where previously consumers may not have placed as much importance on it when making purchasing decisions.

“The reason texture is having its moment is technology,” Dunning said. “Ingredients systems have gotten smarter — hydrocolloids, emulsifiers and inclusive formats, such as bubbles, jellies, crisps and ripples — they let us design dual textures that actually survive distribution and shelf life, so the consumer gets the same sensation manufacturers promise on the front of pack. That combination of multi-sensory appeal and reliable delivery is why texture has moved from backstage to the headline.”

Haley said, “Ingredients play a critical role in creating unique textures. Starches are truly flexible and can enhance chew, creaminess, crispiness and crunch, extend shelf life and maintain product integrity. Fibers add health benefits and create gelled experiences. Hydrocolloids modify viscosity, stabilize emulsions and form gels that improve mouthfeel and consistency. These systems allow formulators to balance sensory appeal with functionality and nutrition.”

As a result, texture has added a definitive element to many of today’s consumer packaged goods.

“Think fruit pearls or bubbles that add a little burst against a smooth tea or juice,” Dunning said. “On the snack side, brands are leaning into audible crunch and then layering that crunch into bars or clusters with a chewy or creamy element, so you get a fuller bite journey.”

Chocolate and confectionery products also are an opportunity to add texture and explore creative sensory experiences, like Dubai chocolate, which contains shredded phyllo dough (kadayif).

“More recently, there has been a trend to include ‘angel hair,’ in confections,” said Allyson Iwanski, product developer at Pecan Deluxe. “It is essentially cotton candy that adds a light, fluffy airy texture.” 

Mary Melkovitz, technical sales manager at Parker Food Group, said, “Popular crunchy inclusions like toffees and salt bring a hit of flavor while crisps add contrast. Fillings can feel more indulgent and are a great way to add different flavors and melt-in-your-mouth, creamy textures. We’re seeing this category branch outside of your typical candy bar to bring innovative multi-textural, better-for-you products like clusters, barks and wafer candy bars.”

Texture performance varies by application. Some inclusions work best as toppings, while others perform better when used internally.

“Placement, processing and formulation all play a role,” Melkovitz said. “Bake-stable pieces and fat-coated solutions help manage moisture migration and preserve the intended eating experience.”

Adding texture also is an opportunity to include ingredients, like nuts, seeds and ancient grains.

Research from Ingredion Inc. showed that 79% of consumers said texture impacts satisfaction, and more than half will switch product if they dislike the texture. One in four consumers even rate texture as more important than flavor.

| Photo: ©ANDREIBUCATARU RO/WIRESTOCK CREATORS – STOCK.ADOBE.COM

“Layered sports nutrition bars continue to rise as a way to differentiate within a crowded market,” Melkovitz said. “A s’mores-inspired concept pairs a fluffy marshmallow-style nougat with fudge-flavored protein chunks, coated in creamy white compound coating and topped with crunchy, high-protein graham cookie gems, bringing nostalgia and indulgence to sports nutrition.”

Zach Gall, global senior marketing manager-wholesome ingredients and texturants, ADM, said, “Texture is an especially defining element in spreads and dips, which can be chunky, ultra-smooth or a combination of both for sensorial exploration. Formulators can leverage beans and pulses, such as pepitas, sunflower seeds and navy bean grits.”

As protein, fiber and GLP-1 usage grows, consumers may be looking for foods that appear more filling and satisfying. Chew in particular can help signal fullness, making bars and beverages feel more meal-like.

“Research suggests chewing may also support attention, alertness, mood and stress relief,” Lake said. “In a world of constant distraction, texture can help consumers feel more grounded and satisfied, even in small everyday moments.”

Descriptive words like creamy, crispy, crunchy, velvety or chewy help consumers anticipate the experience before they taste it.

“Close-up shots of layers or bubbles and transparent packaging windows that reveal suspended fruit can make the sensory experience clear,” Haley said.

Tara Gonzales, director of marketing at Pecan Deluxe, said, “Texture can be marketed by making the sensory experience the star. … The more you help consumers anticipate the texture, the more likely they are to buy.”

Gummies are one example. First there were candies, then the format became a delivery system for vitamins, minerals and other functional ingredients. Dunning said dual-layered gummies will be the next advancement.

“Deliver a staged mouthfeel that keeps the eating experience interesting,” she said. “The gummy has a firmer jelly-like outer and a softer inner filling, so the chew arrives in layers. Carrageenan provides high-gel strength, elasticity and chewiness, while pectin offers a softer, chewier texture.”

Novel texture twists also are developing in traditional favorites. Innovators are leaning more into mochi, for example.

“Take a mochi pizza, where a combination of starch, rice flour and citrus fiber creates a crispy exterior with a chewy interior texture,” Haley said. “For a brownie mashup, starch delivers the signature chew of mochi, while the brownie layer provides rich flavor and a gooey marshmallow center adds dual texture. A cinnamon bun can be made with a specialty starch baked into the dough to achieve a soft, elastic mochi-like bite.”

Tate & Lyle recently identified key trends shaping the sensory experience for the future of food and beverage. One is hyper-crunch. Another is multi-layered mouthfeel.

“Hyper crunch reflects the growing demand for foods with an intense crunch, sharp snap and audible sound,” Dillman said. “This is driven in part by air fryers raising expectations for crispy textures.”

Dillman added that delivering the experience can be challenging because terms like “crispy” and “crunchy” are subjective, and perception plays a role. Formulating for hyper crunch requires balancing extreme crispness with durability over time, as moisture can soften the structure that creates crunch.

“It’s also important to avoid excessive hardness or brittleness, which can lead to an unpleasant eating experience,” Dillman said. “Success depends on strategic ingredient combinations and optimized processing techniques, such as using flours to strengthen dough and starches to enhance expansion and create blistered surfaces similar to chips or crackers.”

Layering contrasting textures like crunchy and soft, crisp and chewy creates compelling moments that elevate enjoyment, Dillman said. However, formulating for multi-layered mouthfeel also brings challenges.

“Successful applications will likely pair familiar textures in unexpected ways, such as aerated elements with chewy bases or coatings that add contrast,” Dillman said. “Think citrus fiber for pulpiness in fruit spreads or using hydrocolloids to create foams and gels in beverages that contrast with smooth components.”

Gall added, “Some of the texture combinations that will captivate consumers include gel plus fizz, like carbonated gummies; crunchy plus smooth, like nut butters with seeds or plant protein bits; and layered micro textures, like a puff pastry base topped with creamy mascarpone, sticky jam and crispy toasted nuts.”