Mouthfeel Joins Flavor as Food Makers Focus on Texture

Crunchy, chewy and creamy textures are becoming increasingly important in the food and beverage industry, with companies paying more attention to how food feels in the mouth, not just how it tastes.

For many consumers, the texture of a snack or drink has become almost as important as its flavor. Industry experts say people may not always realize it, but texture can influence cravings for crispier takeout, foamier coffee and juicier candy.

The focus on “mouthfeel”  a food science term describing how food feels in the mouth has led to new products such as Starbucks’ Aerocano, an air-whipped iced espresso; PowerCrunch, a wafer-style protein bar; and Trolli Gummi Popz, which are frozen but remain soft and chewy.

Belgian ingredient maker Puratos says texture has grown from being a secondary feature to an important part of food quality, influencing how consumers judge products and decide what to buy.

The trend is spreading worldwide. Stretchy yogurt is becoming popular in China, while Swedish candy maker Cloetta has introduced Sprinkled Foamies, featuring a crunchy coating and marshmallow center. Parisian bakers are also experimenting with pastries such as the crookie, which combines a crispy croissant with a soft chocolate chip cookie.

“It’s not just about flavor anymore. People are thinking about the whole experience,” said Tana Davila, chief marketing officer at Dutch Bros Coffee.

The US drive-thru chain allows customers to add toppings such as sweet whipped foam and juice-filled balls that burst when bitten.

Texture has long shaped eating habits

Texture is such an important part of eating that people often describe how food feels when asked about its taste, said Patrick Kalotis, executive vice president of texture and healthful solutions at Illinois-based ingredient company Ingredion.

People may say a drink is fizzy or yogurt is creamy, he said, even though they believe they are describing taste. In reality, they are describing texture, which also affects how they experience flavor.

Food makers have experimented with texture for centuries. Japanese mochi and Turkish ice cream are traditional examples of soft and stretchy foods. Bubble tea, with its chewy tapioca pearls, was created in Taiwan in the 1980s. In the 1990s, high-end European restaurants popularized airy foams flavored with ingredients such as truffle oil and lobster broth.

Interest in texture has grown sharply in recent years, said Jenny Zegler, principal strategist for food and drink at market research company Mintel.

The trend can also be seen outside food, including squishy toys and jelly-based beauty products. Mintel data show growing online demand for food described as chewy, soft, gooey and melt-in-the-mouth.

Zegler believes the popularity of the Cronut, a doughnut-shaped pastry combining a crispy fried exterior with a light, buttery croissant-like interior, helped spark greater interest in food textures about a decade ago.

Products with multiple layers, such as Dubai chocolate, and social media videos featuring the sounds of cracking brittle or slurping noodles have further fueled the trend.

“Consumers are gaining new expectations for the experience of a product, and texture is the perfect way to deliver that,” Zegler said.

Pandemic helped drive candy innovation

The coronavirus pandemic also increased interest in texture because many people temporarily lost their sense of taste and smell, said Shannon Weiner, senior director of consumer insights at candy maker Ferrara.

In 2020, the Chicago-based company introduced Nerds Gummy Clusters, a round gummy covered in crunchy Nerds candy.

The product's success encouraged other texture-focused candy products, including crispy freeze-dried Skittles. Gummi Popz, chewy squares filled with fizzy candy, went on sale earlier this year, while Ferrara-owned Brach’s plans to introduce jelly beans with crunchy outer shells for next Easter.

Weiner said combining different textures creates contrast, making people feel that a product is more enjoyable and high-quality. It can also encourage consumers to pay more attention to what they are eating.

In a world where people often snack while scrolling through their phones or doing other activities, texture can provide an extra sensory experience, she said.

Delivery and healthier foods add new challenges

The growing demand for particular textures is creating new challenges for food companies. McDonald’s, which introduced McCrispy chicken strips in May 2025, changed their recipe this year after customers complained that the strips were not crispy enough.

The growth of food delivery has also forced restaurants to find ways to keep food at the right texture during transportation, Kalotis said.

Ingredion has developed potato starch-based coatings that can keep french fries crispy for about 30 minutes and is working to extend that period to 45 minutes.

Food manufacturers are also trying to make products healthier or cheaper without changing the textures customers expect. Ingredion, for example, produces ingredients that help keep reduced-sugar yogurt creamy.

Zegler expects further innovation in food texture, including products designed around the needs of different groups, such as older consumers. She also expects snacks to include increasingly complex layers.

Ferrara introduced Nerds Juicy Gummy Clusters last year, adding a liquid center to the original two-layer candy.

Meanwhile, Kalotis said food companies should do more to show and explain texture on product packaging. Mintel found that 59% of packaged foods introduced in the United States this year did not include any texture-related claims on their labels, even though consumers are actively looking for products with new physical characteristics.

“In a lot of ways, texture is one of the most powerful and yet somehow underrated parts of the food experience,” Kalotis said. “It makes a snack more satisfying.” -UNB