MOIN makes good food and you can sense that
Top results in the Empathic Food Test!
We want to nourish people not only physically but also mentally. In order to test the perceivable effects of our food, we’ve commissioned WirkSensorik GmbH Germany to do an Empathic Food Test with two of our products. The Empathic Food Test is a standardized scientific method developed by the researchers at WirkSensorik GmbH Germany, that assesses the mental effects of food consumption, using trained and untrained observers.
What has been tested and how?
MOIN Organic Crusty Wholemeal Rolls were tested against conventional multi-grain rolls and MOIN Organic Salmon Puffs against conventional puff pastry pockets.
Initially, an expert test with 14 trained panelists took place, followed by a consumer test with 25 participants. All testers received a short introduction to the process of mindful tasting and took part in the so-called "body scan", an exercise to calm the mind and increase body awareness. Afterwards, identical samples were blindly tasted under identical test conditions. The participants had 40 minutes to write down a free description of their first impressions and then to fill in a questionnaire with 12 attributes (e.g. awake-tired, light-heavy or comfortable-uncomfortable).
And what was the outcome?
The expert test produced clear results. The effect of our wholemeal rolls was assessed as entirely positive with attributes such as "light", "pleasant" and "awake". In contrast, negative observations such as "dull", "heavy" and "restless" dominated the effects of the conventional multi-grain rolls. In the following body image, related qualities such as animated/awake/clear were grouped together in clusters and the frequency of their mention is shown in brackets behind them. As you can see, a clear result:
Interestingly, the consumer test revealed differences between the participants depending on how often they buy organic products. Consumers with frequent organic consumption came to similarly clear results as the expert panel. Organic consumers felt significantly lighter and more alert after eating our wholemeal crustis than after the consumption of the conventional bread roll. Some of the participants who rarely eat organic food stated that they felt more relaxed after the conventional bread roll. Thus the test indicates that people who mainly consume organic products have a different sensory perception and are better able to assess the quality of food.
Also with the second product pair, the test persons felt significantly better after eating our puff pastries than after eating the comparable product, although the differences were smaller here.
We would like to thank everyone who took part in this test and are happy about the positive feedback. It is great to see in action what we have been convinced of for a long time: thanks to a mindful attitude, even untrained consumers are able to perceive effects of food that go beyond taste and texture.
We can clearly train our perception to actually sense the quality of food and thus decide more confidently - independent of external influences - which products are good for our body and which are not.
So, don't be fooled - follow your instinct.
Here you can read the complete test result of the WirkSensorik GmbH.