China Food

How to make the beverage without candy taste like freshly squeezed? Ibisi brings a perfect solution

all the excitement comes from the first impression of freshness. The brain’s rapid recognition of freshness and flavor directly determines the overall preference of consumers.
Can afford but can’t put down the fresh fruit flavor, why is it so desirable?
“The evolution of life on earth has five most important meals. These five meals are not only the evolutionary history of tasting, but also the evolutionary history of life on earth. ” John McQuaid said in the science of taste. These five meals span from about 500 million years ago to 1 million years ago, and they are all important turning points in the evolution of life on earth. The results of these transitions have been written in human genes, forming our current cognition of food smell, taste and color. Therefore, the author said that each flavor is full of primitive impulses in human long-term memory.
The freshly ripe peach is white and transparent. Gently uncover its skin and the peach juice seeps out. Lick it with your tongue. It’s sweet. You take a bite. A sweet juice comes out with a fragrant aroma. You can’t forget that taste for a lifetime! The reason why I can’t forget is the discovery of orange fruit, the fourth big meal of biological evolution on earth.
About 20 million years ago, monkeys living in African jungles lived on boring food for a long time. These foods are mainly leaves, bitter roots, insects and some spicy berries. Suddenly, something very good appeared. As they climbed over the branches, their sight was limited, and more orange lights and shadows appeared in front of them. They jump, swing together to the right place, grasp and crush the reddish brown fruit with five fingers, and let the juice flow all over their hands. The “Banquet” was not over until the ground of the forest was covered with leftover fruit stones.
Pictures from the Internet
Since then, fruit not only provides energy and nutrition for human survival, but also accelerates the improvement of human brain capacity and makes human brain more developed. It can be said that human’s love for the sweetness originally derived from fresh fruit is a natural instinct of animals to identify food and high-quality energy.

Freshness: the most important factor that determines consumers’ preference
Factor vs is just a neglected sensory attribute
Human beings are born with the yearning and emotion for the sweet and juicy taste of fresh fruit, which is rooted in DNA, and so is it today. What factors are consumers most concerned about in food and beverage? The results are no surprise. A health and health survey involving 30000 consumers in 60 countries in 2015 showed that the most concerned attribute in food is freshness [1]. Fresh food and drinks will stimulate the brain’s reward mechanism, resulting in a pleasant sense of pleasure.
Manufacturers generally ignore the importance of freshness as the sensory characteristics of products. It can be speculated that from the manufacturer’s point of view, the freshness of the product is generated by raw materials (fruit flavor or juice) and production conditions (industrial processing). However, it should be emphasized that since the appearance and appearance of the fruit are clearly marked on the package, consumers who do not know the raw materials or manufacturing conditions will still think that a certain beverage has the freshness of the corresponding fruit.
According to the market data, the market capacity of soft drinks is about US $1 trillion. The hot trends of the market include beneficial health, slimming, sugar reduction, functional addition Natural herbal ingredients, etc. – all these trends have more or less introduced food and beverage manufacturers into a “blind area” – pursuing the “function” that can be capitalized on the packaging, while ignoring the importance of freshness to consumers’ preference.
On the one hand, they need to follow the market trend and launch drinks that “meet the market trend”; On the other hand, consumers want to buy fresh drinks. For the beverage itself and consumers, freshness is the most important sensory attribute, which is very important for decision-making cognition. Fresh drinks can deepen consumers’ memory of beverage quality, promote consumers’ judgment of high preference for their drinks, urge them to make purchase decisions, and finally improve consumers’ loyalty to beverage brands [2].  

How to define the freshness of drinks?
The fuzziness of semantics and the difficulty of expression
Oxford Dictionary and Google provide a series of definitions and examples of the word freshness (angles. OUP. COM / Google division en /). From the various definitions, it is clear that freshness has many meanings. Only a few meanings are related to drinks, and most of them need to be conveyed through advertising and marketing concepts. For example, freshness is conveyed through semantic and symbolic levels (such as orange juice placed under an orange tree, freshly cut apples on the outer package of apple juice, displaying a bottle of drinks among a group of healthy and energetic young people celebrating, or in a strong wind, A young man sipping a bottle of wine on the beach at sunset) [3] [4].
The freshness semantics closest to the consumer experience are: freshly made, freshly squeezed and freshly picked. The multiple semantics of the word freshness is also one of the main reasons why food scientists are still difficult to clearly define the freshness of beverage flavor. Fruit freshness can be divided into refreshing and mature.
“There are a thousand Hamlets in the eyes of a thousand people”. Consumers’ cognition of freshness is not only an emotional instinct, but also related to individual experience and cognition in memory.

Freshness is the result of multi sensory collaborative judgment
Freshness is more than just nose aroma
Ibisi’s scientists believe that the freshness of drinks is recognized through the interaction of a series of senses such as touch (taste), smell and taste with brain and psychological dynamics. The perception of freshness is a multi sensory decision-making process. Although different cells / neurons can recognize different stimuli (touch, taste and post nasal sensation), and information is also sent to the brain through different neural pathways (in different order), the brain will coordinate all subsequent information, make decisions according to previous experience and judge whether it is “fresh or not” [5].
For the quality of beverage flavor, whether the flavor can be quickly recognized by the brain plays a key role. It is very important that the perception of freshness in drinks cannot be realized solely through perception. The stimulation received by the senses must be associated with previous experience and memory before judgment can be made [6].
When we drink a drink, the mucous membranes of the tongue, upper jaw and cheek in the mouth produce a variety of feelings to impact our brain [7]. When we hold the drink in our mouth and keep breathing, exhaling will trigger posterior nasal smell. Postnasal smell affects not only the whole smell, but also the whole taste [8] [9] [10]. When swallowing a beverage, the person’s posterior nasal cavity will open. When exhaling after swallowing, the volatile flavor substances in the beverage will diffuse and fill the whole posterior nasal cavity [11]. Finally, the taste sensor in the throat will feel the aftertaste of the drink.

Importance of flavor freshness
It is closely related to consumers’ preferences
Ibisi’s scientists found that the cognition of flavor will lead to the bottom-up channel of cognition, while fuzziness will lead to the top-down channel of cognition. When the stimulus is strong, the presentation time is long and clear enough to attract the expected attention, the cognitive bottom-up channel will be started, and this attention can be quickly transformed into taste recognition, which is also the case when the freshness of fruit juice is high. When the stimulus is weak, it will start the cognitive top-down channel, which is short and vaguely failed to attract the expected attention. In this case, a quick determination of flavor recognition is impossible. This is the case of most fruit drinks using fruit flavors or a small amount of fruit juice.
When sucralose or fructose syrup is replaced by sucralose or stevia, the top-down cognitive channel may be activated. The brain’s high expectation of the sweetness of sucrose and the slow rise of high-power sweeteners lead to the failure of Expectation Confirmation, which will make the flavor recognition feel fuzzy and failed, so there are more processes to search for defects, and prolong the time of flavor recognition and the semantic expression of flavor cognition, Finally, it reduces consumers’ preference for drinks.

Xi man Tm:
The secret of making fruit drinks “fresh and juicy”
Picture from network
As the first person of the “nerve sweetness essence”, after the comprehensive screening of natural brain bliss molecules, following the launch of the Proust TM nerve flavor sweetness for sugar free / low sugar beverages and sweetened dairy products, we now launch a grand refreshing fruit flavored beverage, especially a refreshing fruit flavored beverage with a fresh taste and a rich juice sense of natural TM. To pay tribute to the great German female plant geneticist Elisabeth schieman.
Xi man was also a strawberry scientist, a Nazi resistance fighter and the first batch of women allowed to engage in independent academic career in Germany. She won the Darwin medal as the only woman in 1959. Strawberries, which opened the prelude to plant hybridization, are the favorite fruit that Proust, the founder of Neurology, never forgets in recalling the passage of time.
The TM flavor of ibizi is rich in many natural freshness factors, such as stimulating saliva secretion (refreshing), balancing sour and sweet taste, and synergistic aroma of fruit nose. It can be matched with cantaloupe, apple, citrus, strawberry and other flavors, greatly improving all kinds of pure fruit flavoring drinks, concentrated fruit juice drinks, reduced fruit juice and drinks. The freshness and fullness of fruit drinks such as NFC fruit juice can mask the cooking flavor of industrial fruit juice, make the original industrial fruit juice flavor as fresh as NFC fruit juice, accelerate the recognition speed of flavor, stimulate the brain reward system, prolong the continuity of flavor, increase consumers’ preference for drinks and prolong the shelf life of drinks, Enhance consumers’ memory and loyalty to drinks.
  An American head enterprise researcher has evaluated the effect of TM flavor: the addition of TM flavors, like a bolt of lightning in the night, lit up the soul of the drink.

Excellent performance of TM flavor of
After adding Xi man tm100ln (200mg / L) to lemon juice containing 5% sucrose, the sensory comparative evaluation showed that the addition of Xi man tm100ln could speed up the time of reaching the peak of flavor and identify the flavor faster. In the sample added with Xi man tm100ln, the tester’s evaluation of its freshness is greatly improved (the score in the five point system is 4:2 compared with the original) (see Figure 1).
Figure 1    With / without Ximan TM   100LN  ( Average flavor time / intensity (TI) curve and flavor recognition time (RT) curve of 200 mg / L lemon flavor water containing 5% sucrose [average ± S.D., n = 5]
A successful application case of TM flavor is the addition of honey peach flavored water. According to the evaluation data conducted by the internal sensory evaluation team of EPC, compared with the original bubble water, the sweetness of the bubble water added with Xi man tm200ln remains unchanged, the overall flavor is more coordinated, and the freshness and freshness have been significantly improved, giving people a feeling of saliva, and the flavor of honey peach is more fragrant.

Generally, beverage manufacturers will pay more attention to packaging design, color, appearance, smell, taste, as well as the advantages and disadvantages of products and competitive products. But they don’t pay much attention to the freshness of their own drinks. Due to the neglect of the sensory dimension of “freshness” by fruit beverage manufacturers in the market, many fruit beverage products have more or less defects in taste, taste and smell behind the nose. At the same time, any mismatch between taste, touch, taste and smell behind the nose will disrupt the rapid recognition required by the consumer’s brain for fresh and refreshing perception.
Ibisi’s Ximan TM series products make up for the sensory defects and mismatches in different aspects of the current fruit drinks, accelerate the speed of flavor recognition, improve the freshness and fullness of juice, so as to bring consumers a refreshing and excellent enjoyment of fresh drinks.


[1]   Electronic literature: Nielsen global health and wellness Survey (2015) [EB / OL] (2010-3-26)

[2]   Journal: Roque J é R é my, Malika a, lafraire J é R é Mie. Understanding freshness perception from the cognitive mechanisms of flavor: the case of beverages [J]. Frontiers in psychology, 2017, 8:2360 –

[3]   Journal: I. urdapilleta, C. dacremont. Psychology of perception: sensor evaluation and context. Theory and applications [J]. Revenue Europ é enne de Psychologie appliqu é e, 2006, 56 (4): 209-211

[4]   Journal: Roque J é R é my, Malika a, lafraire J é R é Mie. Understanding freshness perception from the cognitive mechanisms of flavor: the case of beverages [J]. Frontiers in psychology, 2017, 8:2360 –

[5]   Journal: shepherd GM. small images and the flavor system in the human brain. [J]. Nature, 2006, 444:316 – 321 (2006)

[6] Journal: Labbe D, Almiron Roig e, hudry J, et al. Sensor basis of refining perception: role of psychological factors and food experience [J]. Physiology & behavior, 2009, 98 (1-2): 1-9

[7] Journal: kikut ligaj D, trzcieli ń ska-Lorych, Joanna. How taste works: cells, receptors and gustatory perception[J]. Cellular & Molecular Biology Letters, 2015, 20.

[8] Journal: Blankenship ml, grigorova m, Katz dB, Maier JX. Retronasal odor perception requirements taste cortex, but orthonasal does not [J]. Curr Biol. 2019; 29(1):62-69.e3.

[9] Journal: Rozin P. “taste smile conflicts” and the duality of the olfactory sense [J]. 1982, 31 (4): 397-401

[10] Journal: Czarnecki L, Fontanini A. gustation and olfaction: the importance of place and time [J]. Curr Biol. 2019; 29(1):R18-R20.

[11] Journal: Steele C M, Miller a J. sensor input pathways and mechanisms in swallowing: a review [J]. Dysphagia, 2010, 25 (4): 323-333

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