Playing with a Medley of Mango Flavors

Hispanics are the fastest growing segment of the U.S. population, accounting for 50% of the country’s annual population growth. By 2050, it is estimated the Hispanic population of the United States will be more than 100 million, or 24.4% of the total projected U.S. population.

Recognizing this demographic’s cultural influence on the eating habits, food-ways and lifestyles of the mainstream population, Virginia Dare launched intensive research into the Hispanic-American consumer. “It’s not a monolithic group,” according to Anton Angelich, group vice president, marketing. “It is a mosaic of people from many different countries of origin, ancestries, and racial and ethnic groups.” They are Mexican, Puerto Rican, Central American, South American, Cuban and Dominican. They live in both rural and urban areas in regions throughout the country. Some have long family histories in the United States, while others are newly arrived. Some have fully assimilated to life in this country; others display various levels of picking and choosing between the best of each culture.

As a result of this consumer research, the company’s flavor-creation and applications staff developed several products, including mango-type flavors.

Native to Malaysia and India, mangoes are popular with many groups of Hispanic consumers. The fruit can be eaten raw, made into juices and nectars, incorporated into salsas and fruit salads, and the flavor suits yogurts, ice creams, candies and fillings. But not all mangoes are equal; they are as diverse as the Hispanic population.

More than 2,500 varieties of mangoes exist. They come in all shapes, sizes and colors, and their flavors vary considerably. The Virginia Dare team narrowed down the field and created three liquid flavors: Indian type (a sweet, peachy flavor); Mexican type (a red-green ripe flavor); and Manila type (a juicy flavor). The team then created mango-flavored beverages for consumer testing. All three products were well-received by a taste panel of both Hispanic and non-Hispanic consumers. However, Hispanic testers preferred the Mexican type, while non-Hispanics preferred the Indian type.

Virginia Dare also created spider charts detailing the characteristics of each flavor. These show the Indian-type flavor has a strong floral note; the Mexican type is equally sulfury and sweet; and the Manila type is characterized by fleshy and juicy notes. “These charts offer a thumbprint of each flavor,” Angelich explains. “Each chart is a tool for the product developer; the charts indicate what the finished product needs to taste like to meet consumer acceptance. This is an important tool when you’re creating a product for a target population. In our research, for example, Mexican-Americans preferred the flavor with stronger sulfur notes. A successful finished product for this population would need to have the same.”

Usage levels for the N&A mango flavors in finished sweetened beverage applications is 0.20% for the Indian type; 0.30% for the Mexican type; and 0.03% for the Manila type.

“Overall, mangoes tested well with Hispanics and non-Hispanics,” Angelich says. “The flavor proved to be good enough for niche; good enough for mainstream.”  

Virginia Dare 
882 Third Avenue 
Brooklyn, NY 
11232 Phone: 718/788-1776 
Fax: 718/768-3978
E-mail: [email protected]
Website: www.virginiadare.com