Taste Isn't Universal: How Product Flavors Must Evolve Without Losing Soul

Throughout my career, I have seen many outstanding European brands dream of expanding into the U.S. market. They arrive filled with pride in their authenticity, confident that their time-honored techniques, traditional flavors, and culinary purity will naturally win over American consumers.

But experience and history have taught me otherwise.

The reality is that taste is not universal. What resonates deeply in Naples, Lyon, or Barcelona can feel alien, unfamiliar, or even unappealing in New York, Chicago, or Los Angeles. This disconnect doesn't reflect a lack of sophistication, it reflects cultural evolution, environmental factors, and deeply ingrained food memories.

In this article, I share what I’ve observed firsthand: why flavor adaptation is not a betrayal of authenticity but rather a strategic, respectful bridge to new audiences, and how brands can evolve without losing their soul.

1. The Science Behind Taste Preferences

Research from the Monell Chemical Senses Center confirms what I have witnessed repeatedly: taste is not purely biological; it is a learned behavior. Our flavor preferences are shaped from early childhood by our parents' habits, societal norms, climate, and even the local agricultural ecosystem.

In the United States, for example:

Sweetness is heavily emphasized from an early age.

Spiciness has gained significant popularity, especially among younger generations.

Portion sizes tend to be larger, influencing perception of flavor intensity.

By contrast, European palates, though diverse, tend to favor restrained sweetness, richer bitter notes, and stronger regional specificities.

A Tufts University study (2021) found that American consumers associate intense sweetness with indulgence and reward, while European consumers associate indulgence with complexity and texture.

Implication: A French pastry brand using traditional levels of bitterness in dark chocolate may find it "too aggressive" for the average American palate, unless carefully introduced and adapted.

2. Case Studies: Successes and Failures

Success: Ferrero Rocher's Expansion

Ferrero, an Italian powerhouse, brilliantly localized Nutella for the U.S. market by:

Slightly sweetening the spread.

Launching family-sized jars to fit American pantry preferences.

Marketing Nutella as a "breakfast and snack" item, not just a dessert spread.

Result? Nutella became a beloved household staple without sacrificing its Italian identity.

Failure: FAGE's Early Struggles in America

When FAGE, the premium Greek yogurt brand, entered the U.S. market, it brought its traditional tart flavors and minimal sweetness with pride. I remember admiring their authenticity, but U.S. consumers perceived the taste as "sour" and "harsh." Without adaptation, trial rates remained low, and major retailers rapidly delisted the brand within 18 months.

Only after FAGE introduced sweeter varieties and expanded packaging formats did it begin to rebuild its presence.

Cheese and Dessert Lessons: Personal Observations

In my direct experience working with cheese and dessert brands, I saw similar patterns:

Authentic Parmigiano Reggiano: Early efforts to sell Parmigiano in large, uncut wheels with minimal labeling was effective but not really efficient. For many years Consortio and Manufacturer educated the cheese monger on how to crack those wheels, but it always ended it up to be economically not friendly for consumers: the were and they are still receiving products very expensive with poor quality for the way cheese has been handled. American consumers needed pre-cut, vacuum-packed formats, portioned for convenience, without losing the sense of artisanal heritage and the flavor of the cheese (all natural with no additives).

Traditional Italian Tiramisu Rachelli: when adapting traditional tiramisu recipes for the U.S. market, we had to balance the authenticity of mascarpone richness with a slightly lighter texture and sweeter flavor profile to match local preferences, without compromising the soul of the dessert.

Adaptation made these products accessible without erasing their story.

3. Adaptation vs. Betrayal: A False Dilemma

Many executives I meet initially fear that changing a product for a new market equals "selling out."

This is a dangerous mindset.

Kevin Lane Keller, a leading academic in brand management, teaches us that there's a clear difference between core brand values and market expressions:

Core values: Quality, heritage, authenticity.

Market expressions: Packaging, flavor notes, marketing language.

I’ve found that the strongest brands adjust market expressions while fiercely protecting core values.

Analogy: A language remains the same even when spoken with a different accent.

4. Practical Framework for Flavor Adaptation

Over the years, I developed a practical approach that I follow when advising companies:

a. Sensory Research

Conduct localized taste tests with American consumers before launch. Understand preferences around sweetness, bitterness, texture, portion size, and aroma.

b. Gradual Introduction

Introduce traditional flavors through limited editions or "Heritage Series" bundles. Educate consumers slowly, building curiosity and loyalty.

c. Flexibility Without Compromise

Always maintain a "hero" product that remains unchanged for purists, while offering localized adaptations as the mainstream portfolio.

d. Emotional Storytelling

Anchor flavor changes to emotional narratives: "Crafted for American mornings," "Inspired by your everyday moments," or "Tradition with a new twist for today's taste."

Example: Lavazza adapted its grind size and roast profiles for U.S. drip coffee makers without abandoning its "Italian coffee culture" narrative.

5. Beyond Flavor: Texture, Temperature, and Serving Style

Flavor adaptation alone is not enough.

Texture, temperature, and consumption rituals also require attention:

Texture: American consumers expect more creaminess in yogurts, a crisp "snap" in chocolate, and lighter, fluffier dessert textures.

Temperature: Room-temperature eggs are standard in Europe, but in the U.S., refrigeration dominates perceptions of "freshness."

Serving Rituals: Americans prefer individual portions, grab-and-go formats, and clear labeling about serving suggestions.

According to McKinsey (2022), brands optimizing not just flavor but entire consumption rituals see 30-40% higher trial-to-repeat rates.

6. What Happens When You Don't Adapt

Through direct experience, I’ve seen that when brands refuse to adapt:

Trial rates remain low. Retailers lose patience. Marketing budgets burn without return.

Word-of-mouth fails to ignite.

Worse, the brand acquires a "foreign, difficult, elitist" reputation, making it nearly impossible to recover mainstream appeal. In competitive U.S. grocery and specialty markets, there are few second chances.

7. Conclusion: Evolution Is Respect

Authenticity is not a static monument. It is a living dialogue between a brand and its audience.

To succeed in the U.S., I believe that foreign brands must adapt with respect, evolve with intelligence, and listen without ego.

It’s not about betraying your roots.It’s about building new branches that honor where you come from, while reaching where you aspire to go.

Taste isn't universal.

But with care, strategy, and humility, it can be.

References

• Monell Chemical Senses Center. (2020). Taste Preferences and Cultural Learning. Retrieved from https://monell.org

• Tufts University. (2021). Understanding American and European Taste Preferences. Retrieved from https://nutrition.tufts.edu

• Progressive Grocer. (2016). Yogurt Category Shifts: Lessons from FAGE USA. Retrieved from https://progressivegrocer.com

• Keller, K.L. (2012). Strategic Brand Management. Pearson Education.

• McKinsey & Company. (2022). The State of Grocery in North America 2022. Retrieved from https://www.mckinsey.com/industries/retail/our-insights/the-state-of-grocery-north-america-edition-2022