Biscuits’ taste is improved if they are in slick packaging, as people’s perception of the flavor is heightened by the glossy images on the wrapping.
A study by consumer group Which? found testers who saw packets of biscuits before eating them, scored them higher than those who had tasted them blind, the Mirror reported.
To prove that people eat with their eyes as well as their mouths, the firm asked two groups of people to taste and rate chocolate chip cookies from the premium, standard and budget range at Asda, Sainsbury’s and Tesco.
One group was given the biscuits with their packaging and one group tasted the biscuits blind.
The group that saw the packaging rated all the biscuits significantly higher overall, and crucially, for taste.