Signal Incredo's CEO says taste, texture, and mouth feel decide whether reformulation survives

Summary

Aldo Uva, chief executive of Incredo, a food-tech company focused on sugar reduction, cautions that function alone does not win consumers. He argues that food companies need to invest in innovation that keeps taste, texture, and mouth feel intact. In his view, food should taste great, or consumers will always reject it regardless of its health benefits. PwC cites him while describing how food claims are moving from general better-for-you messages to specific outcomes. His point sets a practical limit on reformulation, since health improvements must not come at the expense of eating pleasure.