The Issue

A manufacturer proposed altering its recipes across Europe, but the UK distributor believed the new recipes were less suited than the current ones to the taste of UK consumers.

Consequently, the distributor needed evidence fast to decide whether to accept the new recipe or challenge the manufacturer.

What we did

A test was conducted on the four lead varieties. An efficient test design was devised where each consumer tested two pairs of recipes – current versus new for each – and gave their preference after each pair.


The new recipe was found to have a negative impact on consumers in three out of the four products and to have weaknesses against current in the fourth.

These findings provided our client with a strong argument for rejecting the change and the manufacturer agreed to continue producing the original recipe for the UK.