The fascinating world of chip flavours:
Crucially, however, the expectations of what lasagne should taste like are not as high for a Thai consumer as an Italian. After all, there’s a reason we don’t eat shepherd’s pie crisps. “An Italian would think: how can a crisp taste of authentic mother’s lasagne?” Wade says. Peggy puts it another way: “They’d just think it was horrendous if you put something like lasagne on a potato chip!”
Bizarrely, it seems as though flavour houses take internal walls more seriously than major consulting firms:
In fact, the seasoning house is strictly siloed to guarantee exclusivity. Reuben’s team work on the Pringles account; the team making flavours for PepsiCo is in an entirely different country. “So the recipe, if you will, of the Pringles salt and vinegar can’t be seen by the other team,” Reuben says.
