Behind the Scenes of Taste Modulation: Senior Flavorist Kay Murano

When consumers take their first sip of a beverage or bite of a snack, they notice whether the flavor feels balanced, the sweetness just right or any bitterness well managed. What they don’t see are the countless hours of science, creativity and collaboration that go into achieving that experience. At IFF, much of that invisible work falls under the art of modulation—and few people understand it better than Kay Murano, Senior Flavorist, who has been with the company for 20 years. 

Kay’s role goes far beyond adding a flavor to a product. Instead, she works at the molecular intersections of taste and sensation, focusing on how ingredients interact and how subtle adjustments can make or break the consumer experience. 

“Modulation is more than what a product tastes like on the surface. It’s about shaping the entire sensory journey.”

What Taste Modulation Really Means 

For many, flavor development starts with tonalities—refining a strawberry note to taste fresher or boosting the brightness of citrus. Kay handles that work, but modulation digs deeper.

Kathryn regularly asks questions like: Is the first sip sharp or smooth? Does the sweetness linger or fade too quickly? Does bitterness mask the intended flavor? 

“Modulation is more than what a product tastes like on the surface,” Kay explains. “It’s about shaping the entire sensory journey.”

By adjusting sweetness, masking off-notes or building mouthfeel, taste modulation makes a beverage or food product feel polished, balanced and consumer-ready. 

From Brief to Breakthrough 

Most of Kay’s projects begin with a customer brief. A brand might approach IFF looking to launch a reduced-sugar beverage, a functional prebiotic drink or a protein bar with better taste. But Kay never stops at the written request. Instead, she digs deeper, asking the questions customers might not have considered. 

Who is the target consumer? Kids? Adults? Athletes? What is the sweetener level? Have you run a consumer test? What ingredients are in the base? 

One recent example involved a stevia-sweetened beverage where bitterness and mouthfeel were key challenges. Rather than working with the formula as-is, Kay asked the customer to provide the product’s syrup base without stevia. By setting a baseline sweetness level, she could explore how to soften stevia’s bitter peaks, reduce off-notes and enhance mouthfeel—all while preserving the health-forward positioning the customer wanted. 

This proactive, investigative approach often reveals opportunities customers didn’t realize were possible. 

“Many times, the initial request is for a new flavor,” Kay says. “But what the customer really needs is modulation to unlock the flavor they already have.” 

The Maserati and the Honda 

IFF operates in a competitive space, with global players vying for the attention of leading food and beverage brands. Kay’s strategy is to anticipate what competitors will submit—and then provide more. 

“I always present at least two solutions,” she explains. “The Maserati: our most optimized, cutting-edge option. And the Honda: a more cost-effective, practical solution. That way, customers see that we’ve thought through their business needs, not just the science.” 

This approach gives customers flexibility, whether they’re aiming for premium innovation or cost efficiency. It also helps IFF inoculate against competitors who might come in with bundled or lower-cost alternatives. 

“Many times, the initial request is for a new flavor. But what the customer really needs is modulation to unlock the flavor they already have.” 

When It Matters Most 

Some of Kay’s most meaningful work happens under pressure. A leading hard seltzer company once faced a technical issue threatening the success of a new product line. They needed an answer immediately. Kay spent hours in the lab creating fresh modulators and shipping them out so the customer could test them first thing the following Monday morning. 

“That kind of commitment shows we’re in it with them,” Kay shares. “It’s not just about solving a technical problem—it’s about showing them we care.” 

Another case involved a major juice brand navigating cost pressures in a competitive market. By providing multiple modulation options, from premium to highly affordable, IFF demonstrated that it could support both innovation and efficiency. The result was not just a solution to the immediate brief but the building of a stronger long-term relationship. 

Making Life Easier for Developers 

Product developers are often caught between scientific challenges and marketing demands. Kay sees part of her role as easing that tension. Sometimes she’ll prepare double batches so marketing teams can test alongside R&D. Other times, she’ll turn around an urgent request overnight, calling in colleagues from across IFF to make it happen. 

“It’s not just my work,” she emphasizes. “I depend on R&D, design, sales, legal—so many people. Even though we’re a large global company, the way we approach projects feels small, flexible and tailored to each customer.” 

That customer-first mindset is what keeps developers coming back. They know IFF will not only deliver solutions but also anticipate their needs, saving them time and stress along the way. 

Staying Ahead of the Curve 

Part of Kay’s value lies in her curiosity. She doesn’t wait for a customer to ask about trends—she studies them ahead of time. 

Right now, she’s thinking about GLP-1 medications, which are reshaping how consumers experience taste. Even without a formal brief, she’s preparing solutions that could help brands better serve this growing consumer group. Hydrogen water is another area she’s tracking closely – particularly the flavors that are often added to this water that, for health benefits, is infused with molecular hydrogen and sometimes electrolytes. 

“I want to be ready to bring ideas to the table before the customer even thinks to ask,” Kay says. “That’s how we stay relevant.” 

Internal resources help her stay sharp, as well. IFF’s “librarians”—scientists who specialize in data and research—provide her with the latest studies, while the legal team ensures freedom to operate in new spaces. 

Wins and Relationships 

For Kay, the most rewarding part of the work isn’t just the technical win—it’s the relationship win. “Nothing feels better than knowing we helped a customer succeed,” she says. “If they win, we win.” 

That mindset defines her approach to every project. Whether it’s masking bitterness in a functional drink, helping a seltzer brand overcome a production hurdle or tailoring solutions to a juice company’s cost concerns, Kay delivers both scientific rigor and personal care. 

Behind the Curtain, but Essential 

Kay’s story highlights why modulation is such a powerful but often unseen force in product development. It’s not a secondary step or a nice-to-have. It’s the bridge between flavor creation and consumer satisfaction—the piece that ensures a product feels balanced, enjoyable and worth coming back to. 

And while taste modulation may take place behind the scenes, it’s central to IFF’s mission to help customers succeed. With experts like Kay pioneering solutions, brands can be confident that every sip and every bite is optimized for joy. 

DISCOVER MORE ABOUT MODULATION 

This is business-to-business information intended for food and supplement producers and is not intended for the final consumer. This information is based on our own research and development work and is, to the best of our knowledge, reliable. However, nothing herein shall constitute a guarantee or warranty with respect to products of IFF or its affiliates or information contained herein and IFF does not assume any liability or risk involved in the use of its products or the information contained herein, as conditions of use are beyond our control. Statements concerning possible use of products of IFF or its affiliates are not to be construed as recommendations for any use which would violate any patent rights, regulations or statutory restrictions. Manufacturers should check local regulatory status of any claims according to the intended use of their product.