Mondelez Harnesses AI to Craft New Flavors for Iconic Snacks
Mondelez International, the company behind beloved brands like Oreo and Chips Ahoy, is revolutionizing its flavor creation process with the help of artificial intelligence. The food giant has developed a machine-learning tool that assists in generating new flavors for its popular snack products.
Unlike generative AI systems such as ChatGPT, Mondelez’s AI tool more closely resembles algorithms used in drug discovery. Developed in collaboration with Fourkind, this innovative system has already influenced the creation of over 70 products, including new variations of Oreo cookies and Chips Ahoy treats.
The AI-driven flavor discovery process focuses on optimizing sensory factors such as scent and flavor intensity. The system analyzes characteristics like “burnt,” “buttery,” and “vanilla intensity” to create unique flavor profiles. However, human involvement remains crucial, with taste testers ensuring the quality and feasibility of AI-generated flavors. Kevin Wallenstein, a key figure in the project, emphasizes the exhaustive nature of the taste-testing process.
This groundbreaking tool has been in development since 2019, with Joe Manton hinting at its existence in a 2023 interview. The AI was trained using historical recipes and ingredients, allowing it to generate novel flavor combinations. All new flavors undergo rigorous internal and external consumer testing before reaching the market.
The journey hasn’t been without challenges. Early AI suggestions often included impractical ingredient proportions, such as excessive use of baking soda. To address these issues, Mondelez introduced “brand stewards” to guide AI’s development, ensuring that suggestions align with brand identity and feasibility.
The complexity and innovation involved in this process draw parallels to pharmaceutical drug discovery, highlighting the sophisticated nature of AI-driven flavor creation.
As AI continues to expand its role in food industry innovation, there’s growing fascination with its potential in flavor creation. However, industry experts acknowledge the limitations of machines in replicating human sensory perception, emphasizing the ongoing importance of human expertise in the flavor development process.
This pioneering approach by Mondelez marks a significant step forward in the intersection of artificial intelligence and food science, potentially reshaping the future of snack innovation.
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