Optimizing Flavor Acceptance for Functional Beverages: Consumer Feedback on Emergen-C Reformulation in Canada
Product Testing
Client
Leading vitamin products manufacturer
Service
Product Testing (Reformulation Testing)
Sector
Health Supplements & Functional Beverages
Coverage
Canada (Toronto & Vancouver)
In preparation for a potential flavor reformulation, a global vitamin products manufacturer sought to evaluate consumer reactions to the current versus the new flavor profile of its flagship Emergen-C Super Orange Powder/Drink Mix. The objective was to assess taste preference, preparation experience, and sensory impressions in a real-time, controlled setting to support product refinement research and reduce the risk of consumer alienation.
The challenge
Flavor changes in established consumer health products carry significant risk, especially when targeting repeat users with established expectations. The client required clear, comparative insights from actual users to determine whether a revised formulation would resonate or risk diminishing loyalty. The focus was on understanding taste affinity, preparation ease, and overall product satisfaction in a high-control test environment, aligning with broader Canadian health consumer trends and consumer-centric beverage R&D.
What we did
We conducted a one-day Central Location Test (CLT) across two Canadian cities—Toronto and Vancouver - as part of a targeted Toronto taste study and a Vancouver product test. A total sample of 200 consumers (100 per city), all of whom had purchased Emergen-C within the past six months, participated.
Participants attended a 30-minute, monadic trial format session, where they evaluated two formulations in a sequential, guided format. Each respondent received product instructions via a tablet and followed four structured steps:
Preparation of the drink mix using labeled cups and water.
Controlled tasting using a portioned amount.
Real-time product feedback on taste, mouthfeel, and appeal via an interactive digital survey.
Comparison and response to both the original and reformulated versions.
Data collection was powered by the client’s proprietary platform, and all responses were captured via on-site tablets to ensure speed, consistency, and accuracy—supporting experience-driven product feedback and robust beverage product analytics.
The impact of the research
This hands-on evaluation allowed the client to gauge health drink engagement and consumer taste trends between existing and new formulations, helping inform a critical product decision. The standardized preparation and tasting process enabled taste consistency benchmarking across users, while the use of active buyers ensured relevance to future purchase behavior.
Insights from this supplement experience testing provided a foundation for confident go/no-go decisions on reformulation, identified opportunities for flavor adjustment insights, and supported future product iteration decisions. It also contributed valuable functional drink insights, reinforcing innovation confidence metrics through data-backed reformulation.
Mitigate reformulation risk with real-time feedback from your target users - partner with us to bring clarity and confidence to your beverage innovation testing journey.
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