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Love At First Taste: Is Flavor the Recipe for Love?

Love at first taste with Knorr

New research behind ‘Love At First Taste’ unveils that as many as 1 in 3 people claim that if their partner didn’t share the same flavor palette, they would be worried about their future.

Is this for real?! How essential is food and flavor in people’s everyday lives? With the evolving Filipino palate for more adventurous and exciting flavors each day, can flavor preference play a part for people to discover ‘Love At First Taste’?

These are some of the most interesting questions that have driven a recent study conducted by global experts in food and psychology. The research powered by Knorr spoke to 12,000 people in 12 different countries, including the Philippines, on the ground breaking role flavors play in our lives. With 83% of responders claiming to be more attracted to people who enjoy the same food flavors as them, this fuelled the idea that your personality flavor can truly help in making a meaningful connection and determine the depth and quality of our various relations – whether with family members, friends and peers, or even romantic partners. In fact, 73% claimed that flavor is so integral to their daily lives, they would be willing to sacrifice social media before flavor.

At the core of the campaign insight is the recognition on how the flavors people love ultimately become repositories of feelings and emotions. Think how such flavors bring out memories and feelings most especially with our loved ones like that memorable first date sharing a meal of sweet and spicy chicken wings. Putting these insights and research to the ultimate test, a social experiment campaign with a twist was created to showcase how flavor can be catalysts to life’s meaningful connections. In a short film entitled Love at First Taste, sets of two complete strangers were paired up in a blind date on the basis on their love for the same flavors. The result? An entertaining film that underpins how each culinary experience and flavor creates distinct memories and feelings with people, discovered using the Flavor Profiler.

“Having studied the behavioural patterns behind food consumption for over 30 years, this research powered by Knorr validates something I have long suspected, that food and flavors are a window to our character, our flavor preferences offer a vital insight into our personality. So it is no wonder that when pairing up, we seek soul-mates who are also eat-mates, who like the same food and flavors that we do,” shared Greg Tucker, Flavor Expert and Psychologist. “Knorr has shed light on something we do subconsciously, just like selecting food from a menu, we select partners with a similar list of the characteristics that are important to us. Now it is clear that we make these gut decisions on compatibility using our taste buds as well as our hearts.”

Share your #LoveAtFirstTaste story in the comments section below! 🙂

Discover which one of the twelve flavor profiles you are! Take the Knorr Flavor Profiler at and share your flavor personality with your Love at First Taste stories online using the official hashtag #LoveAtFirstTaste.

Kimberley Reyes

Kimberley Reyes is an Online Business Manager for entrepreneurs who are ready to get off the hamster wheel and step into their CEO shoes. On top of helping her clients get organized and scale their businesses, she is also happily busy raising her five kids with her firefighter husband.

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