There are a lot of different factors Micheale Kester has to juggle when she invents your next scoop of ice cream. Right now she's not as concerned about flavor or texture--although those are important--as she is about architecture. Kester, a food technologist in the Burbank, Calif., labs of ice cream giant Baskin-Robbins, has been fooling around with an idea for a flavor she calls Cinnamon Bun, but first she has to make sure the stuff will hold together. If you're not careful with the size and number of your chips, nuts or bun bits--what the ice cream techies call inclusions--even the densest scoop of the richest brand can fall apart. "Any inclusion larger than three-quarters of an inch may be too big," says Kester, scooping up a handful of cake pieces and tossing them into a bowl of white ice cream base. "Sometimes it's guesswork."
But Kester doesn't really have the luxury of guessing. Baskin-Robbins' trademark list of 31 flavors has expanded to almost 1,000 since the company was founded nearly 60 years ago. To keep that number growing, eight food technologists in the Burbank facility each come up with about 20 new flavor brainstorms a year; of all those, perhaps three or four make it to the big leagues. The shelves of canisters filled with Oreos, M&M's and other colorful inclusions that line the laboratory walls certainly keep the ideas flowing. So too does the dream of being the person who develops the next Pralines 'n Cream--perhaps the most celebrated member of the company's flavor roster. "It's a fun job," says Kester. "I get to play with food every day."
Of course, play, as Kester is the first to admit, is only part of it. The food trade is a $500 billion industry in which uncounted new products jostle for space on overstocked shelves. Fully 25% of all meals are now consumed in restaurants, and of those eaten at home, two-thirds are either prepared entrees or restaurant takeout. With all that, Big Food has had to become Big Science. Companies that want to stay in the game can't afford to drift along with the same product line year after year until someone in R. and D. dreams up another Pop-Tarts or Pringles. Nor can they afford to have a good idea and then let it die from poor execution--simply that the corn in the corn puff was the wrong texture or the cavity in the cupcake crowded the filling.
As a result, the food industry has become a place where product design is micromanaged as never before--where flavors are built literally by the molecule, salt crystals are measured by the micron, manufacturers agonize over which side of a chip is the best place for the flavoring, and any new product under development must be focus-grouped and taste-tested down to its last scrap of fiber and last drop of corn syrup.
"The eating experience has so many different factors--smell, texture, taste and different combinations of all of those," says Nicole Ifcher, a marketing manager at Nestle. "If the idea doesn't resonate with consumers, they won't buy it."