Augmented reality: The ultimate hack in flavour perception?

Loading the player...

The use of augmented and virtual reality technologies to change the visual appearance of food and drink in real time could improve the diets of consumers.

It could encourage people to eat a more nutritionally balanced diet by making healthy food more visually attractive.

Dr Katsunori Okajima, professor at the faculty of environment and information sciences at the Yokohama National University, was speaking at the Hacking Flavour Perception: Art, Design, Technology, and Gastrophysics workshop in Oxford.

The technology could one day even feed into public health policies and cleverly designed virtual food content.

Given the current obesity crisis, it would prove wise to pay attention to any environmental factor that may influence the consumer’s relation to food, and potentially sensitise the brain to food stimuli.

Food and drink manufacturers are aware of the possibilities and industry giants Coca-Cola and PepsiCo are already harnessing its abilities.

In 2015, Pepsi created an interactive football campaign that allowed users to interact with the product that also accessed exclusive videos and behind the scenes footage.

Meanwhile Coca-Cola has harnessed the power of augmented reality to help define the size of cooling equipment and displays in supermarket stores.

Related News

'The current system can present virtual food texture such as hardness, chewiness (elasticity), and adhesiveness by controlling intensity, duration, and timing of EMS.' ©iStock

Food futures: TasteClouds, virtual food & EMS drive taste & texture development

Analysts say bakery sector needs too push added-value NPD for growth

How can bakery manufacturers achieve growth in a stagnant market? - FoodNavigator's virtual conference will tell you how

Improving global food trade could help alleviate water scarcity

Improving global food trade could help alleviate water scarcity

New guidance for communicating research findings

Submit a comment

Your comment has been saved

Post a comment

Please note that any information that you supply is protected by our Privacy and Cookie Policy. Access to all documents and request for further information are available to all users at no costs, In order to provide you with this free service, William Reed Business Media SAS does share your information with companies that have content on this site. When you access a document or request further information from this site, your information maybe shared with the owners of that document or information.