Course “Sensory Analysis and Practice” University of Melbourne, Parkville, 18 Feb 2015

ABOUT US & MÁMOR CHOCOLATES

• Dr Hanna

• Prof Dr Howard

HISTORY OF CHOCOLATE

• Dates back to about 1,500 years ago. First found in Mayan (Olmec) and Aztec civilizations.

• Mayans used cacao beans to create a cold, unsweetened, spicy beverage.

• Aztecs came across cacao beans through trade. They named the spicy drink xocolatl (bitter water).

• Taken by Spanish all over the world.

Aztec nobleman signals that commoners may not drink chocolate.

PRODUCTION AND CONSUMPTION• Australian cocoa mostly

dominated by European multinationals

• Unsustainable food product?

• Our experience has been in Latin America (Colombia, Peru) and the Pacific (Samoa, Fiji, Malaysia, Indonesia)

COCOA TREES

• Cocoa trees resemble apple trees

• Carefully pruned so that pods can be more easily harvested

• The tree is often grown in the shade of other trees.

• They grow for decades but their productive lives are 3-20 years.

• The fruit may be brownish-yellow to purple, and contain 20-40 seeds or cacao beans in a whitish-pink, sweet-sour pulp.

COCOA FARMERS

TYPES OF COCOA

CRIOLLO, MILDER AND MORE DELICATE, NOT AS HARDY

TRINITARIO HYBRIDS, MORE ROBUST

AMELONADO, LESS FLAVOR, MORE DISEASE RESISTANCE

FERALS, 100 YEARS OLD

COCOA FERMENTATION

• Fermentation transforms the flavor to what we associate with cocoa and chocolate.

• Without fermentation, no chocolate flavor.

• Duration depends on variety, 2- 7 days.

• When the fermentation is terminated the cacao beans are sun-dried.

• At this stage the smell of cocoa emerges!

HOW CHOCOLATE IS MADE

• Pods are crushed, fermented, dried. • Beans are roasted, graded, and

then ground.• Grinding creates “chocolate liquor”

made of a fat called cocoa butter. • Process creates chocolate liquor,

cocoa powder, and cocoa butter.• Ingredients are blended back

together to create different kinds of chocolates.

HOW WE MAKE CHOCOLATE IN SAN VICENTE DE CHUCURRI• This eight-minute video

looks at cocoa cultivation and chocolate manufacture in high in the Andes mountains in the town of San Vicente de Chucurri, Colombia.

SEEKING OUR OWN CHOCOLATE TREASURE ISLAND• We are looking for the “perfect food” that

satisfies more of our customers with their innovative healthful diets.

• We discovered it!! Samoa• Where Robert Louis Stevenson wrote

Treasure Island

• Samoan gold organic cocoa beans

• Criollo and Trinitario varieties

SAMOAN COCOA HISTORY• Planted by German settlers• 1960s-1980s heyday, extra-

premium in Europe• Devastated by cyclones, drought,

and price drop• Climate adaptation strategies in

place• Legacy and knowledge still exists• Today’s growers are unfamiliar

with modern chocosumer

FACTORY IN CONTAINER

TCHO AND CROPSTER• Cropster Cocoa Lab is a web-based

solution for cocoa sensory labs. Provides growers with tools to test during harvest and processing. Combines roasters, grinders and hair dryers

A Chocolate Maker’sBig Innovation By Corby Kummer on June 18, 2013 http://www.technologyreview.com/review/516206/a-chocolate-makers-big-innovation/

CROPSTER AND THE SCIENCE OF COCOA FERMENTATION

SAMOAN ORGANIC KOKO

“MÁMOR CHOCOLATE TEA”

KOKO SAMOA –NATIONAL DRINK

•Cocoa beans contains a very low amount of caffeine, much less than found in coffee, tea and cola.

EMOTIONS IN CHOCOLATE• Senses relate to the emotions

• What emotions do different chocolates create?

• How hard is it to get people to change their chocolate preference?

• Is this linked to emotion?

• Only a bit of science, and a lot of tasting

• Consider chocolate cake and fruit salad. One is indulgence, the other is good for you.

• Research: Subjects asked to memorize a seven-digit number were much more likely to choose chocolate cake over fruit salad than those who’d been asked to memorize only a one-digit number.

• Why? Cake choosers were carrying a heavier cognitive load that limited their understanding. One-digit choosers had more brain power left to resist the lure of the cake.

WE ARE LED MORE OFTEN BY OUR HEARTS (EMOTIONS) THAN BY OUR UNDERSTANDING

Shiv, B., & Fedorikhin, A. (1999). Heart and Mind in Conflict: The Interplay of Affect and Cognition in Consumer Decision Making. Journal Of Consumer Research, 26(3), 278-292.

CAN YOU CHANGE YOUR CHOCOLATE PREFERENCE? •Do you remember your first

chocolate experience?

•What did your mother first put in your mouth?

•Childhood preference is hard to break

YOUR FAVORITE CHOCOLATE SAYS A LOT ABOUT YOU

• Milk Chocolate: Mellow, they go with the flow. Milk chocolate lovers are also intelligent and many love to be the centre of attention. They are romantic and thrive in long-term relationships because of their flexible natures.

• Dark Chocolate: Fans of dark chocolate are sophisticated. They have strong opinions and tend to get dramatic. Dark chocolate lovers are energetic and decisive. They love people and have strong relationships.

• White Chocolate; Creative, they often are found daydreaming and can come off as flaky. They are often introverted.

• Caramel-Filled Chocolate: Happy and impulsive. They typically have high self-esteem and are considered thrill-seekers. Caramel chocolate lovers good-natured and easily satisfied.

• Truffles and Fruit-Filled Chocolate: Have a quirky sense of humour. Fruit-filled chocolate lovers are open about their thoughts and feelings and other people are easily drawn to them.

• Nutty Chocolate: Honest. Have a sense of old-fashioned virtue. They are introspective and often overly critical of themselves. They sometimes judge those around them too harshly.

http://www.kitchendaily.com/read/what-your-favorite-type-chocolate-says-about-you#show-gallery

MILK CHOCOLATE CALMS YOU• We know: Social and psychological

“stressors” make you more susceptible to disease and metabolic disorders.

• People with high anxiety levels who ate milk chocolate improved their energy states, compared to people who ate dark chocolate.

François-Pierre J. Martin, et al. Everyday Eating Experiences of Chocolate and Non-Chocolate Snacks Impact Postprandial Anxiety, Energy and Emotional States." Nutrients. 2012 June; 4(6): 554–567.

EMOTIONAL CONDITIONING--CERTAIN FOODS EVOKE EMOTIONS• Our eating habits are connected with emotional conditioning from

childhood and into our adult lives.

• We all know that changing our eating habits means changes at the emotional level.

• New research shows that food marketers can actually generate new, positive emotional links to unfamiliar flavours

• Emotional links can be made for unfamiliar flavours, But existing associations cannot be erased by new conditioning

Johanna Kuenzel, Isabelle Blanchette, René Lion, Elizabeth H. Zandstra, Anna Thomas, Wael El-Deredy, Conditioning specific positive states to unfamiliar flavours influences flavour liking, Food Quality and Preference, Volume 22, Issue 5, July 2011, Pages 397-403

HOW TO GENERATE A NEW ASSOCIATION TO FLAVOUR• Crest released “a very strong oral care

innovation bundle”

• “Crest Be” is a new line of toothpastes for experiential consumers. Flavors like: • Be Dynamic, Lime Spearmint Zest; • Be Inspired, Vanilla Mint Spark; • Be Adventurous, Mint Chocolate Trek.

SENSORY BRANDING CONNECTED TO OUR MEMORIES

• Example: Retro flavours conjure up memories of our good old days

• Consumers seek comfort in flavours from their childhood memories

• Food marketers can use a “scent story” to engage consumers on a sensory level and encourage emotional buying

• In the UK, curry is now the most popular dish.

• Melbourne example: reviving the yesteryear through Mac.Robertson’s Chocolates

Datamonitor, Creating sensory appeal : sensory and flavor trends in food and drinks : maximizing sensory appeal to emotionally engage food and beverage shoppers. London: Datamonitor, 2007

CHOCOLATE HISTORY TOUR OF MELBOURNE

TRENDS IN FITZROY TODAYVEGANISM

• Diet has become a lifestyle for many• Vegan, ovo-lacto, paleo, pesca

• Others have medical diets• Celiac, gluten-free, diabetic

• Mamor’s “superdietfood” – vege, DF, GF, SF. Nine yoga instructors coming for high tea had ten different dietary preferences!

MCCORMICK’S TOP 2014 FLAVOR TRENDS

TRENDS:• Chillies Obsession: Food lovers are seeking their next

big chili thrill.

• Modern Masala: Indian food is finally having its moment, breaking free of its traditional confines.

• Mexican World Tour: Mexican flavors are making their way around the globe.

• Charmed by Brazil: The world’s attraction to Brazilian cuisine is thanks to its seductive mix of global and native influences.

FLAVOURS:• Aji Amarillo: A hot Peruvian yellow chili with bold, fruity

flavor.

• Kashmiri Masala: Blend featuring cumin, cardamom, cinnamon, black pepper, cloves and ginger.

• Tea: This natural ingredient is making its way into rubs, broths and marinades.

• Cassava Flour: Also known as manioc or tapioca flour, this gluten-free alternative is prized for its versatility.

COCOA NUTRITIONCARBOHYDRATES

• The cacao bean contains quite a lot of carbohydrates, but most of it is starch, soluble dietary fibers and insoluble dietary fibers.

• A very small proportion is simple sugars.

• Sugar is added during the manufacture of chocolate.

FAT• Cocoa beans contain approximately

50% fat. It is primarily comprised of two saturated fatty acids, and the monounsaturated oleic acid.

• Cocoa butter and chocolate do not raise blood cholesterol.

CHOCOLATE CHEMISTRY --ANTIOXIDANTS • Cocoa beans contain polyphenols

(similar to those found in wine) with antioxidant properties which are health beneficial.

• These compounds are called flavonoids.

• The flavonoids also reduce the blood's ability to clot and thus reduces the risk of stroke and heart attacks.

CHOCOLATE CHEMISTRY --THEOBROMINE

• Nature’s most concentrated source of theobromine (xantheose), a compound closely related to caffeine.

• Also found in guarana, tea and cola nut.

• Slow and steady pick-me-up. Heart stimulant, a diuretic, an artery dilator, and a smooth muscle relaxant.

http://blog.khymos.org/wp-content/2007/02/chocolate-theobro

CHOCOLATE CHEMISTRY --ANANDAMIDE

• The bliss chemical (Ananda means bliss in Sanskrit)

• Activates the brain like cannabis

• Like when you feel a workout “high.”

• Improves motivation and increasing pleasure.

http://blog.khymos.org/wp-content/2007/02/chocolate-theobro

CHOCOLATE CHEMISTRY –PHENYLETHYLAMINE (PEA)• Brain releases PEA when we fall in love.

• Makes us feel better, happier and act more alive.

• Temporarily raises the blood pressure and blood glucose levels.

• This is why sometimes when we feel in love we breathe quicker and heavier and become aroused easier.

http://blog.khymos.org/wp-content/2007/02/chocolate-theobro

CHOCOLATE CHEMISTRY –SEROTONIN• Chocolate consumption stimulates

the release of serotonin into the body, which combine to produce a relaxed or euphoric feeling.

• This may explain why some people crave chocolate when they're feeling depressed.

http://blog.khymos.org/wp-content/2007/02/chocolate-theobro

APPLIED HEDONICS:FLAVOR AND AROMA OF CHOCOLATE

GRADATIONS OF COCOA

• Bittersweet Chocolate (70% cacao or more)

• Semisweet Chocolate (50% to 65% cacao)

• Milk Chocolate (30% to 45%)

• White Chocolate (0% cacao)

REGIONAL VARIETY• Finest cocoa comes from Belize, Colombia, Costa

Rica, Dominican Republic, Ecuador, Grenada, Guadeloupe, Guatemala, Hawaii, Honduras, Jamaica, Java, Madagascar, Martinique, Mexico, Nicaragua, Panama, Papua New Guinea, Peru, Philippines, Saint Vincent and Grenadine, Samoa, Santa Lucia, São Tomé and Principe, Sri Lanka, Surinam, Trinidad and Tobago, Vanuatu, Venezuela, Windward and Leeward Islands.

branch of psychology that deals with pleasant and unpleasant sensations

PLEASURE AND FUNCTION• Contains anti-oxidants that help counteract the bad things

in your system.

• Doesn't raise your cholesterol level. Is a plant source of fat, not animal.

• Makes you feel good. Releases feel-good chemicals serotonin and endorphins; bring on a sense of well-being.

• Chocolate boosts energy. Fat, carbohydrates, and sugar are fuel. Dark chocolate contains less then half the sugar of normal chocolate.

• Chocolate doesn't make your skin break out. In fact, food doesn't contribute to skin problems.

• Harvard recommends 100g per day

• A study by Harvard University School of Public Health1

says that 50-100g per day of solid dark chocolate:

• Exerts beneficial effects on cardiovascular risk

• Lowers blood pressure

• Raises HDL (good) cholesterol and lowers LDL (bad) cholesterol

• Is neutral with regard to fat, if not actually healthful.

Source: Ding, E.L. et al., “Chocolate and Prevention of Cardiovascular Disease: A Systematic Review”, Nutrition & Metabolism 2006, 3:2

Cooper, K. A., Donovan, J. L., Waterhouse, A. L., & Williamson, G. (2008). Cocoa and health: A decade of research. The British Journal of Nutrition, 99(1), 1-11.

SENSORY ANALYSIS OF CHOCOLATE• Chocolate should be tasted in its warm

state (40-60C) to release flavors/aromas

• Expectorate after evaluation; cleanse with water and saltine crackers

• Tasting order can be % cocoa content

• To avoid taste bud exhaustion, three samples per participants.

• Training: monthly using off-flavor sample

• Many sensations: Astringency; Bitterness; Fruity notes; Smoky; Floral, Sour; Nutty; Earthy; Ash

Reed, S. (2010). Sensory analysis of chocolate liquor. Manufacturing Confectioner, 90, 43-52; Thamke, I., Dürrschmid, K., & Rohm, H. (2009). Sensory description of dark chocolates by consumers. LWT-Food Science and Technology, 42(2), 534-539.

LES ARÔMESDE CYRANO

CYRANO DE BERGERAC WAS ABLE TO ARTICULATE SENSATIONS WELL. A SENSORY ANALYSIS TOOL CALLED

“LES ARÔMES DE CYRANO” HAS BEEN DEVELOPED BY

BELCOLADE. THE FLAVOURSIDENTIFIED ARE CLUSTERED IN DIFFERENT CATEGORIES LIKE SWEET WITH CARAMEL, EARTH WITH MUSHROOM, FRUITY WITH CITRUS, OR DAIRY WITH BUTTER.

http://belcolade.sitepreview.nu/def/en/les-ar%C3%B4mes-de-cyrano

SAMPLE REGIONAL FLAVOR PROFILES

Source: Peter Rot and Karen Hochman, The Flavors & Aromas of Chocolate http://www.thenibble.com/reviews/main/chocolate/flavors2.asp

FRUITY

SPICY FLO

RAL CO

LOR DESCRIPTO

RS

Berry Blackberry, blueberry, cranberry, currant, raspberry, straw

berry

Any Spice Cardam

om, cinnam

on, clove, ginger, licorice, m

ace, nutmeg, pepper,

vanilla

Specific Flowers

Carnation, hibiscus, lavender, pansy, rose, any floral

Brown

Dried

Citrus Fruit G

rapefruit, kumquat,

lemon, lim

e, orange, pom

elo (pumm

elo), tangerine

HERBACEO

US

VEGETAL

Green

Fresh—grass

Unripe—

unripe fruits, such as bananas, m

angoes, or nuts

Dried Fruit Cherry, date, fig, prune, raisin

Fresh Basil, fresh tobacco leaf, grass, licorice, m

int

Bean Cocoa, coffee

Orange

Sweet, tart, tangy

(combination of tart

and sweet)

Tree Fruit Apple, apricot, cherry, peach, plum

, olive

Dried All dried herbs, brow

n grass/hay, dried tobacco Vegetable

Mushroom

Purple Blackberries, black currants, blueberries, prunes Robust, tart, tangy (com

bination of tart and sw

eet)

Tropical Fruit Banana, coconut, kiw

i, m

ango, pineapple SU

GARY

ALCOH

OLIC

Red A red fruit com

bined with

puckery, robust, sour, sweet,

tangy (combination of tart and

sweet)—

e.g., “a tart and sweet

strawberry flavor”

Vine Fruit Cantaloupe, grape, w

atermelon

Brown sugar, caram

el, honey, m

olasses, malt

Pungent Vodka, w

ine Yellow

Puckery, sw

eet, tangy, tart

NU

TTY DAIRY

Smooth

Rum, w

hiskey W

hite G

rapes, pineapple, white

peach

Almond, cashew

, hazelnut, peanut, pistachio, toasted/roasted

Butter, buttermilk,

cheese (soft and hard), cream

, milk, yogurt

WO

ODY

BREADY

Burned Ashy, charred

Baked bread

Types of Wood

Cedar, juniper, oak, pine

CH

OC

OLA

TE

D

ES

CR

IPTO

RS

CH

AR

T

Peter Rot and Karen Hochman, The Flavors &

Aromas

of Chocolate http://w

ww

.thenibble.com/review

s/main/chocolate/flavors2.asp

FLAV

OR

WH

EE

L A

DPA

TE

D FR

OM

WIN

E

Compiled, adapted and tested by M

ámor Chocolates

& High Tea Szalón M

elbourne

1.) Te Mata Estate Sauvignon Blanc is dry with citrus and floral aromas and ripe with concentrated lime and passion fruit.2.) Huia Gewürztraminer’s nose has rose petal notes and candied fruit, generous lychee and rose water.3.) Rabbit Ranch’s Central Otago Pinot Noir has hints of briar patch and a whiff of gun smoke.4.) Church Road Hawkes Bay Merlot Cabernet Sauvignon is gutsy with cherry/berry and spicy oak flavours.

© 2014 Mámor Chocolates

1.) Passion fruit 1.) Mint 2. Rosewater Cardamom

2. Rosemary Sea Salt

New Zealand Wines and Chocolate Pairing

4. StrawberryBlack Pepperberry

4. LemonCream

A jury has matched “Wine 1” with “Chocolates 1” etc. See if you agree!

3. Raspberry Framboise

3. OrangeGinger

Sensory and Consumer Science Symposium February 2014

You are welcome at Mámor in Collingwood