New Sensory Center in Saudi Arabia for IDAC Mérieux NutriSciences

IDAC Mérieux NutriSciences inaugurates the first-ever sensory lab in Saudi Arabia located in the heart of Riyadh, the capital city of the country, where approximately 6 million people live. The laboratory contains 22 consumer booths that are equipped with state-of-the art technology enabling sensory evaluation studies to be conducted on large number of real consumers.
“In a constantly evolving environment, where the success of a product is closely related to better anticipating and understanding consumer’s demands, it is crucial to analyze all factors influencing the consumers purchasing decision” said Philippe Sans, President and CEO of Mérieux NutriSciences.
“Nowadays, power has shifted from companies to consumers where bad product reviews overpower clever marketing. So, the game has changed and consumer expectations never been higher!” added Haitham Altraif, President of IDAC Mérieux NutriSciences.
This lab represents a valuable addition to our worldwide sensory laboratory network conceived to help R&D groups, marketers, sales teams and manufacturers to optimize their product characteristics.