The trend for creamy treats as the ultimate in luxury and indulgence continues to rise. Around the globe, people increasingly perceive creaminess in coffee and tea as a seductive alternative to plain black variants. The right level of creaminess in these beverages is actually complex to achieve. based on not just taste but also mouthfeel, aroma and appearance, getting the perfect blend that appeals to all senses is an intricate matter.

But what exactly is ‘creaminess’? Depending on wher you are in the world, the definition of ‘creaminess’ is different according to regional and cultural interpretations. 

FrieslandCampina Kievit have one goal in mind and that is to help their clients tailor their end-product to the specific wishes of consumers. 

FrieslandCampina Kievit’s sensory experts performed a two year investigation into more than 300 products to pinpoint what makes ‘creaminess’ so irresistible. 

The study revealed eight leading attributes of creaminess in 3-in-1 coffee applications: creamy flavor, coffee roasted flavor, sweetness, milky flavor, white & crème color, thickness, softness and filming. 

By identifying the eight attributes of creaminess and delivering them according to local preferences, FrieslandCampina Kievit has cracked the creaminess code for the fast-growing instant coffee market. The result is the complete CREAMINESS portfolio – including the new Vana-Blanca M510.

Luc Steenwelle, Product Group Manager SEAP spoke with FoodIngredientsFirst: "In the first place, it is surprising to see that creaminess as such is defined so differently across different countries and regions. If one asks whether creaminess is appreciated, the answer is most likely to be yes, but when one digs a little deeper to find out what it really is that defines creaminess, it differs a lot," Steenwelle explains. 

"From very sweet to less sweet and from a milky taste to a not so milky taste. Creaminess is not the clear-cut concept everyone thought it would be, but is interpreted differently around the globe. For instance, in both Vietnam and the Philippines ‘thickness’ is an important creaminess attribute that steers liking. However, the ‘coffee balance’ and ‘creamy taste’ work out very different in both countries which results in completely different creaminess needs in 3-in-1 products. Thanks to this study we have been able to generate valuable insights and we can tailor our customers’ products even more to specific consumer preferences."
 
The findings did, however differ in areas across the globe. He says: "In the Philippines, the most important creaminess attributes are milkiness, creamy flavour and thick mouthfeel. In Vietnam, a thick mouthfeel is also preferred, but the taste inclines towards coffee roasted. Myanmar prefers a more creamy flavor, wheras Indonesia and Malaysia are looking for a balance between a creamy flavour and coffee taste."

"All over Asia, sweetness is highly preferred, however there are some differences in optimal sweetness levels. Overall we conclude from this that creaminess is not the clear-cut concept everyone thought it would be, but it is interpreted differently across countries. Thanks to the study and its findings, we can tailor our customers’ products even more to specific consumer preferences," he noted. 
 
"The findings indicated were obtained by landscaping (sensorial analyses of market samples) combined with, for certain countries, overall consumer liking on 3-in-1 products in market studies," Steenwelle added.

Put to the test – Myanmar case study with the brand new Vana-Blanca M510 creamer: panel findings show that a coffee containing Vana-Blanca M510 outperforms competition on the aspects of ‘creaminess’ and ‘milkiness’. These are two important creaminess aspects in the Myanmar market, which proves the capacity for adaptation to regional preferences. 

Currently in production and now launched in the South-East Asia and the Pacific (SEAP) market, the Vana-Blanca CREAMINESS series is optimised for 3-in-1 mixes, but also offers possibilities for ready-to-drink beverages, milk teas and coffee whiteners in jars and pods. Moreover, the series is cost-effective without compromise, offering a luxurious and rich mouthfeel.