Kaleidoscope contributes to the transformation of global food systems to ensure secure and nutritious food for all by providing novel consumer insight methodologies that de-risk the innovation journey. We work with the food and drinks industry to develop healthy and sustainable products using a suite of services.
Kaleidoscope is a joint endeavour between Twisted Orange and Dr. Laura Wilkinson from School of Psychology at Swansea University.
A suite of consumer insight services are available which can be tailored to your requirements.
Bespoke design & delivery of consumer groups, including novel visual focus groups to reach diverse demographics
Providing insight into consumer attention using innovative methodologies including virtual reality and eye tracking
Consumer testing providing in depth analysis on preferred wording, health & nutritional claims, packaging formats
Understanding your consumer demographics & traits through quantitative research to inform innovation and communication
Providing expert advice to support product nutrition and health claims
How visual communication can support understanding and encourage behavioural change
Multi-Component Foods
Case Study
Understanding multi-component food-items and their influence on eating behaviour
Multi-component food items (MCFI) are single food products with sensorially distinguishable components (e.g., chocolate chip cookies), brought together via processing or, often, ultra-processing. Despite a considerable food science literature on the formulation of such products and their apparent ubiquity, there is a paucity of research on how multi-component food items impact eating behaviour. The project was delivered by an inter-disciplinary team, led by Kaleidoscope consisting of representatives from Mondelez International, University of Birmingham and Aberystwyth University, with expertise including psychology and food technology collaborating to progress the insight into the impact of MCFI.
This project is highly relevant to food industry stakeholders (both multi-national and SME manufacturers) who produce what may be categorised as ultra-processed foods. While there exist high profile calls to significantly reduce the prevalence of UPFs within the diet, there is also discourse around the difficulty in achieving this for many people, including those who are perhaps the least food secure within our society as well as the potential loss of benefits such as fortification.
An alternative approach is to understand attributes of UPFs that ‘elicit harm’ and use this knowledge to underpin reformulation and optimal formulation during product development. Whether a food item is multi-component or not may be one such mechanism to be understood and is an attribute that may be highly amenable to modification (e.g., reduction of components or use of low energy-density components).
ARTISTIC
Case Study
(Art Infusion for Sustainable Choices)
The objective was to develop and pilot a methodology that explores the use of art infusion for food packaging and branding to increase consumer propensity to purchase and consume healthy sustainable food products. Methodologies included visual focus groups, digital quantitative research and the creation of art as a ‘sustainability’ cue. Sustainable food choices will become increasingly important as companies across market sectors are challenged through climate crisis, consumer demand, new Governmental policy and ESG strategies.
The food industry needs to adopt more solutions that encourage the consumer to make healthy sustainable food choices. Research has revealed that the use of information alone has not significantly changed consumer behaviours towards healthy sustainable options (Osbaldiston & Schott, 2012). Therefore, there is a need to provide the industry with clear insight into how to engage more deeply with consumers and how to support the development of food and drink business communication strategies. We explored a solution based on visual communication and whether art infusion can impact willingness to purchase.
Want to hear more? Get in touch via Twisted Orange
This collaboration has been supported by UKRI Catalyst award (2023/24).