Mouthfeel Joins Flavor as Food Industry Focus

Texture, or “mouthfeel,” is becoming a major selling point in food and beverages, alongside flavor, as consumers seek foods that crunch, stretch, fizz, foam, melt or pop. Companies are responding with products such as air-whipped iced espresso, wafer-textured protein bars, chewy frozen gummies, crunchy-coated marshmallows and pastries that combine crisp and gooey layers. Industry experts say texture increasingly shapes how consumers judge quality and make purchases, reflecting a broader desire for a more engaging, multisensory eating experience.