Taste vs Flavor Framework

David Friedberg explains the key differences between taste and flavor, and how his company approaches beverage creation through this lens.

Taste vs. Flavor Definition

• Flavor is the pure sensory/biochemical experience in your mouth
• Taste is how your brain psychologically interprets and finds the experience appealing
• Context heavily influences taste perception
  • Same wine can taste different based on environment (McDonald's vs. Michelin restaurant)
  • Brand affinity affects how people perceive taste

Product Development Approach

• Technical Chemistry Process

  • Print beverages using best-in-market comparisons
  • Use sensory panels for blind taste testing
  • Iterate based on consumer feedback
  • Only graduate formulas that meet/exceed market comparables

• No "Perfect" Formula Philosophy

  • Different consumer groups prefer different versions
  • Example: Some prefer Starbucks, others Blue Bottle
  • Creating multiple versions can increase total market reach
  • Traditional brands (like Coca-Cola) limit themselves by choosing one formula for mass appeal

Brand Experience Elements

• Dynamic vs. Static Approach

  • Brands are no longer just static logos
  • Incorporate visual and audio elements
  • Digital experience through device interface
  • Focus on overall sensory experience beyond just flavor

• Consumer Testing

  • Use blind taste tests
  • Score against market comparables
  • Gather iterative feedback
  • Focus on exceeding market standards

This framework shows how modern beverage creation requires understanding both the scientific aspects of flavor and the psychological elements of taste perception.