As consumers scrutinise value in the face of rising costs, texture is emerging as a key signal of quality. Marina Boldrini, senior marketing manager at Tate & Lyle, explains how preserving creaminess, crunch and indulgence during reformulation protects brand perception, loyalty and consumer trust – e

The cost-of-living crisis has reshaped how people choose what goes into their basket. With budgets under pressure, consumers are scrutinising value more than ever. But 'value' now means more than just low price. As shoppers trade down or switch brands, they’re also redefining what quality feels like.

When price is no longer the main signal of quality, consumers look for other cues – and increasingly, it’s texture that delivers. Texture is the new currency of trust. A creamy, crunchy or satisfying mouthfeel tells shoppers that, even if the recipe or price has changed, the product experience hasn’t.

Reformulation is a sensory test

Reformulation is standard practice and an opportunity to innovate. Restrictions on products that are high in fat, sugar and salt (HFSS), front-of-pack labelling systems like Nutri-Score and rising input costs make it unavoidable. But every change brings a sensory risk. And consumers will be quick to notice if something feels off. The challenge is not just technical compliance but protecting consumer appeal. And that means protecting texture.

Take processed cheese. It’s a cost-sensitive category, but one where stretch, melt and sliceability define familiarity. We must focus on preserving those attributes, even with fluctuating protein levels and reduced fat. The solution delivered melt and stretch across applications from pizza to sandwich cheese, helping the product remain both affordable and satisfying. The result? Consumers enjoy the same sensory experience they know and love – while brands protect value, loyalty and shelf appeal.

Or consider a cost-sensitive mayonnaise reformulation. By reducing fat content and removing egg from the formula, manufacturers can develop a healthier, lower-cost alternative using a combination of our specialty starches. This could deliver cost reductions versus full-fat formulations and up to 25% versus full-egg versions.

Crucially, we preserved the creamy, clingy mouthfeel consumers expect. That means familiar indulgence at a lower cost and no compromise on the experience that keeps consumers coming back.

Value isn’t just about price

Consumers still choose products that deliver a rewarding experience. Taste matters, but texture often tips the balance. It’s a key reason people buy again.

In a better-for-you ice cream project, the goal was to cut sugar by 25% and fat by 50% using clean label ingredients while keeping indulgence. By mapping texture attributes like creaminess and melt rate, and using alternatives to traditional stabilisers and emulsifiers, the reformulated dessert delivered the same sensory satisfaction with a cleaner label and healthier profile.

These examples show how protecting texture protects perception – and, ultimately, brand equity.

Sensory signals in cost-sensitive markets

As shoppers trade down, texture is a powerful cue for quality. Products that retain satisfying mouthfeel signal that the experience still holds, regardless of recipe changes or price shifts.

We see this clearly in the rise of high-protein shakes with thick, milkshake-like textures that signal indulgence while delivering functionality. Or layered yogurt pots combining smooth dairy bases with crunchy inclusions – creating multisensory interest and a more premium feel, even in value-driven formats.

These aren’t just sensory wins, they serve as reassurance mechanisms, helping consumers feel confident they’re making a satisfying choice.

Texture is a competitive edge

So, reformulation doesn’t have to come at the cost of experience. In fact, it’s a chance to show innovation, responsiveness and reliability in action.

Texture is growing in importance. Whether it’s the chew of a plant-based burger, the crunch of a better-for-you cereal, or the melt of a fortified dessert, mouthfeel is the new differentiator – and the clearest path to consistency, even as recipes evolve.

As pressure to reformulate continues, brands that protect texture will protect their consumer relationships. Because when it comes to food, trust is built in the mouth.

ven when recipes and prices evolve.