Knorr Flavour Profile Experiment #LoveAtFirstTaste




What are the odds of finding your soulmate based on your coinciding flavour profiles?  New research by Knorr reveals that as many as 1 in 3 people claim that if their partner didn’t share the same flavour palette, they would be worried about their future together.

Is flavour preference the first question we should be asking when going on a date? New global research by Knorr suggests so, with 78% of people claiming to be more attracted to people who enjoy the same food flavours as them.  Shockingly, the research, which spoke to 12,000 people in 12 countries, reveals that 1 in 3 of us would end a relationship with someone whose taste-buds didn’t match our own.

In South Africa the research results were as surprising with 78% of respondents saying they would give up social media over their favourite flavour, 70% their right to vote and a whopping 40% would even give up sex before sacrificing flavour.

To put the theory to the test, Knorr has conducted a social experiment with a twist. It paired complete strangers, based on their love of the same flavours.  The results of the experiment were then captured and produced by award-winning director Tatia Pilieva in an entertaining short film, “Love At First Taste”.



Greg Tucker, Flavour Expert and Psychologist says: “Having studied the behavioural patterns behind food consumption for over 30 years, this research by Knorr validates something I have long suspected, that food and flavours are a window to our character, our flavour preferences offer a vital insight into our personality. So it is no wonder that when pairing up, we seek soul-mates who are also eat-mates, who like the same food and flavours that we do. Knorr has shed light on something we do subconsciously, just like selecting food from a menu, we select partners with a similar list of the characteristics that are important to us.  Now it is clear that we make these gut decisions on compatibility using our taste buds as well as our hearts.”

So the question remains, do you think having the same flavour preference can help you find true love?  I took a flavour profile test and my results were that I’m a Salty Adventurer.    Yeah, I like my salty dishes.  Give me a steak or bitong any day and I’m a happy woman!  Want to find out what your flavour profile is?  Do it  here:


Let everyone know what your profile is via social media by using the hashtag #LoveAtFirsTtaste


About Author


Thuli Gogela is a Food Technologist with 8 years of experience developing products in food manufacturing. She is dedicated to discovering wholesome traditional dishes and recipes with a distinctive taste from different parts of the African continent. Thuli is well known for her food blog, Mzansi Style Cuisine which was established in 2010. She saw a gap in the traditional food market that people were hungry for. From there, it didn’t take long to build her brand. In 2013, she started writing a recipe column for the Cape Times for and has collaborated with some of the biggest brands in South Africa namely, Knorr, Nedeburg Wines, First Choice and Spekko rice. Not only does Thuli feature traditional African dishes, she’s also open to developing recipes, food consultations and brand collaborations.

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