About FlaVR, a pitch from the University of Warwick

FlaVR is a technology developed at the University of Warwick that allows recreating highly accurate real flavour experiences by delivering the precise combination of individual virtual flavour components (taste, aroma, mouthfeel) to a person’s mouth and nose. In fact, we have developed the ability to simulate, modify and replicate any smell, taste or flavour experience in a safe, controlled, and repeatable manner.

Because it is a simulation, our FlaVR system can also increase or decrease the strength of individual virtual flavour components, e.g. making it saltier, less astringent, etc., in a controlled and guided manner, with instant feedback on people’s (e.g. focus groups/tasters/product developers) new choice until they achieve a new preferred flavour/smell they enjoy and which is likely to be also enjoyed by other end consumers.

FlaVR also allows moving to different directions in the food flavour spectrum giving freedom to personalise the flavour of any 3D food printed, plant-based or any food & drink product in line or even beyond the well-known flavour preference trends. Once the simulated new preferred flavour has been chosen, the closest existing actual flavour can be identified and recreated by matching with the precisely chosen component quantities.

We believe this technology can help to improve the flavour of plant-based diets, 3D printed food as well as another type of healthy food which have high nutritional content but are not necessarily perceived as being “tasty”. In fact, FlaVR can support the personalisation of food & drink products.  Moreover, FlaVR will reduce product development timescales and improve the chance of a new food product succeeding in a target market by gathering flavour preference intelligence in a scientific, rapid and effective manner. The prospect of discovering novel flavours will open up exciting new commercial possibilities. Flavour tailored to specific local preferences is another potential benefit.

This technology will be pitched during one of the breaks of the conference.

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