Why do you never forget the taste of your mother’s home cooked food or that of your favourite cheesecake? This is due to the power of flavours. Flavours evoke emotions. They act as stimuli for emotional receptors of the human brain. The seemingly endless appetite for different tastes leads brands to constantly produce edibles with new flavours. Breaking through the ever-changing market of flavours requires meeting, and often exceeding, the expectations of the consumers.