Coffee... or cereal? Fine-tuning an oat-based coffee drink before launch.

coffee-oat

Industry

Beverages

Challenge

A plant-based beverage brand was developing a new line of RTD coffees with an oat base, but prototypes led to mixed perceptions: was it a mild coffee or a cereal-flavored drink?

Results

The sensory profile was adjusted to reinforce the coffee character while preserving oat smoothness. Key attributes for claims were defined, and the most accepted formulas were prioritized through blind testing.

"We had a strong concept in branding, but the flavor wasn’t clear. This approach gave us focus: we chose the winning formula without guessing."

Innovation Manager

Beverages international manufacturer

The Challenge

With the rise of Ready-To-Drink (RTD) products, many brands aim to combine the functional appeal of coffee with plant bases like oat, almond or soy. But this innovation brings a major challenge: how do you deliver a clear, pleasant, and recognizable sensory experience?

In this case, the R&D team was working on a coffee drink with an oat base. Although the formula met nutritional and technical criteria, consumers described it as confusing: neither “coffee-forward” enough, nor clearly a comforting plant-based drink. The flavor didn’t match the brand promise.

The Solution

A sensory optimization was carried out through:

  • Blind preference testing between 4 formula variations (coffee + different plant bases)
  • Evaluation by frequent consumers of RTD coffee and plant-based drinks
  • Analysis of key attributes: coffee intensity, sweetness, texture, aftertaste, balance
  • Identification of sensory profiles most accepted by the target segment
  • Visual dashboards and quick rejection criteria for technical and marketing decisions
  • Definition of 3 guiding attributes for flavor storytelling and claim development

The Results

The study revealed which sensory attributes created confusion or disconnected from the product promise. It enabled the team to:

  • Reformulate with sensory focus, without compromising nutritional value

  • Better align the brand story with the actual consumer experience

  • Avoid investment in low-traction formulas from the first taste test

  • Optimize costs and speed up technical validation before scaling

With Sensesbit, they achieved a flavor that was clear, believable, and consistent with what the brand stood for — a smooth but unmistakably coffee-forward drink.

The Challenge

With the rise of Ready-To-Drink (RTD) products, many brands aim to combine the functional appeal of coffee with plant bases like oat, almond or soy. But this innovation brings a major challenge: how do you deliver a clear, pleasant, and recognizable sensory experience?

In this case, the R&D team was working on a coffee drink with an oat base. Although the formula met nutritional and technical criteria, consumers described it as confusing: neither “coffee-forward” enough, nor clearly a comforting plant-based drink. The flavor didn’t match the brand promise.

The Solution

A sensory optimization was carried out through:

  • Blind preference testing between 4 formula variations (coffee + different plant bases)
  • Evaluation by frequent consumers of RTD coffee and plant-based drinks
  • Analysis of key attributes: coffee intensity, sweetness, texture, aftertaste, balance
  • Identification of sensory profiles most accepted by the target segment
  • Visual dashboards and quick rejection criteria for technical and marketing decisions
  • Definition of 3 guiding attributes for flavor storytelling and claim development

The Results

The study revealed which sensory attributes created confusion or disconnected from the product promise. It enabled the team to:

  • Reformulate with sensory focus, without compromising nutritional value

  • Better align the brand story with the actual consumer experience

  • Avoid investment in low-traction formulas from the first taste test

  • Optimize costs and speed up technical validation before scaling

With Sensesbit, they achieved a flavor that was clear, believable, and consistent with what the brand stood for — a smooth but unmistakably coffee-forward drink.