The best food and beverage experiences have the power to move us. But why do some create a deep and lasting impact on us, while others just fall flat?

In The Shape of Taste, renowned food psychologist Chris Lukehurst explains how it’s our emotional experiences, rather than just textures and flavors, that shape our responses to what we consume.

With over 20 years’ experience working with leading global brands, Chris introduces his Shape of Taste model, which illustrates the intricate connection between our sensory experiences and emotional responses, whilst offering crucial insights into harnessing these to develop more compelling products and marketing strategies.

An essential guide for anyone in the food industry who wants to understand the emotional drivers behind consumer behaviour, you’ll discover:

• the powerful psychological factors that influence taste preferences and consumer behavior,
• how to create products that resonate emotionally with consumers, leading to greater satisfaction, increased sales and word of mouth,
• the secrets of crafting compelling messaging that connects with consumers on a deeper level, enhancing their loyalty, engagement and enjoyment of your products.

By mastering the emotional journeys behind every mouthful your customers take, you can develop products that not only satisfy their cravings but also forge lasting and memorable connections. Whether you’re innovating flavors or refining brand messaging, this book equips you with the knowledge and tools you need to captivate your audience and create food and drink experiences that truly stand out.

‘This is more than a book; it’s a comprehensive journey into the world of sensory and emotional connections with food.’ 

Bruno Olierhoek, former chairman and MD, Nestlé

‘Tears away the superficial and takes us into the world of emotions and memories that food and taste unlock.'

Asim Rifat, vice president and business executive officer – Nestle Nutrition, Middle East and North Africa

'This book effectively demonstrates that connecting with consumers isn’t just about taste; it’s about creating an emotional journey.'

Dr. Mary Carunchia, PhD, Food Scientist

'The Marketing Clinic method allows marketers to create better products, diagnose reasons for dips, and generate highly relevant positioning and advertising.'

Raji Bonala, Director, Qualitative Research, Vox Populi Research, India

Chris Lukehurst is a leading expert in Consumer Psychology, specializing in connecting the consumer's emotional journey with their sensorial experience and understanding the psychological drivers behind both. With over 20 years of experience managing strategic projects for global brands, he helps food and beverage professionals turn complex data into actionable insights that drive product innovation and marketing success.

Motivated by his passion for understanding consumers at a deeper level, Chris wrote The Shape of Taste to provide industry professionals with practical tools and strategies for connecting more authentically with their audiences. By sharing his expertise, he aims to help businesses navigate the complexities of consumer behavior and create products that truly resonate.

Outside of work, Chris is an avid mountaineer and cyclist, having summited Mont Blanc, cycled London to Paris in 24 hours, and reached the peak of Denali.