Global CPG Brand Validates Spicy Snack Concept Through Sensory Taste Testing

A global CPG brand had a spicy snack that performed well internationally but needed to know whether U.S. consumers would accept its bold, unfamiliar flavor profiles and textures. Key unknowns included which sensory attributes drive interest vs. hesitation, how the product fits into existing snacking occasions, and what positioning changes (if any) were required before a potential U.S. launch. The stakes were high: launch, product development and marketing decisions for a high‑investment initiative depended on clear, consumer‑grounded guidance.

Touchstone designed and executed an in‑person qualitative sensory taste‑test program in San Francisco and New York City targeted to adults with 'adventurous palates.' The study combined moderated 90‑minute focus groups, interactive card‑sorting to surface decision drivers, and multiple product variation samplings so participants could provide real‑time verbal and written feedback on flavor, heat level, texture and overall appeal. Touchstone managed recruitment (screening for frequent buyers of spicy/international snacks), onsite fieldwork, moderation, and reporting/analysis to translate sensory reactions into actionable product and positioning recommendations.

The sensory taste tests revealed which flavor balances, heat levels and textures drove interest or hesitation and clarified the product’s fit across snacking occasions. Insights informed product development, positioning and marketing strategy and gave the brand greater confidence to evaluate next steps for the U.S. launch. Findings were used to guide formulation and messaging decisions ahead of commercialization.