Authenticity, a very popular buzzword connected to ethnic foods, is seeing something of a change. As populations become more spread out and diverse, the definition of what it means for food to be authentic is being rethought.
We’ve identified 3 flavor concepts that are worth playing around with for manufacturers and food creators - chaat masala, native to North India, a whole host of regional chili variants, and a more abstract concept of taste to appeal to those wanting something more than just flavor.
Different consumer groups or cohorts associate with authenticity in different ways, and it’s important that brands are able to communicate with each of them to bring in links to authenticity as they understand it.
