{"id":34761,"date":"2025-09-15T16:34:47","date_gmt":"2025-09-15T20:34:47","guid":{"rendered":"https:\/\/www.iff.com\/?p=34761"},"modified":"2025-12-25T14:10:46","modified_gmt":"2025-12-25T19:10:46","slug":"behind-the-scenes-of-modulation-senior-flavorist-kay-murano","status":"publish","type":"post","link":"https:\/\/www.iff.com\/es\/media\/stories\/behind-the-scenes-of-modulation-senior-flavorist-kay-murano\/","title":{"rendered":"Behind the Scenes of Taste Modulation: Senior Flavorist Kay Murano"},"content":{"rendered":"
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\"Dad<\/figure>\n<\/div>\n\n\n

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\u2019t 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<\/a>\u2014and few people understand it better than Kay Murano, Senior Flavorist, <\/strong>who has been with the company for 20 years. <\/p>\n\n\n\n

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Kay\u2019s 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. <\/p>\n\n\n\n

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\u201cModulation is more than what a product tastes like on the surface. It\u2019s about shaping the entire sensory journey.\u201d <\/p>\n<\/blockquote>\n\n\n\n

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What Taste Modulation Really Means<\/strong> <\/p>\n\n\n\n

For many, flavor development starts with tonalities\u2014refining a strawberry note to taste fresher or boosting the brightness of citrus. Kay handles that work, but modulation digs deeper.<\/a> <\/p>\n\n\n\n

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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?<\/em> <\/p>\n\n\n\n

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\u201cModulation is more than what a product tastes like on the surface,\u201d Kay explains. \u201cIt\u2019s about shaping the entire sensory journey.\u201d <\/p>\n\n\n\n

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

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From Brief to Breakthrough<\/strong> <\/p>\n\n\n\n

Most of Kay\u2019s projects begin with a customer brief. A brand might approach IFF looking to launch a reduced-sugar beverage<\/a>, 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. <\/p>\n\n\n

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\"IFF<\/figure>\n<\/div>\n\n\n

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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?<\/em> <\/p>\n\n\n\n

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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\u2019s syrup base without stevia. By setting a baseline sweetness level, she could explore how to soften stevia\u2019s bitter peaks, reduce off-notes and enhance mouthfeel\u2014all while preserving the health-forward positioning the customer wanted. <\/p>\n\n\n\n

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This proactive, investigative approach often reveals opportunities customers didn\u2019t realize were possible. <\/p>\n\n\n\n

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\u201cMany times, the initial request is for a new flavor,\u201d Kay says. \u201cBut what the customer really needs is modulation to unlock the flavor they already have.\u201d <\/p>\n\n\n\n

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The Maserati and the Honda<\/strong> <\/p>\n\n\n\n

IFF operates in a competitive space, with global players vying for the attention of leading food and beverage brands. Kay\u2019s strategy is to anticipate what competitors will submit\u2014and then provide more. <\/p>\n\n\n\n

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\u201cI always present at least two solutions,\u201d she explains. \u201cThe Maserati: our most optimized, cutting-edge option. And the Honda: a more cost-effective, practical solution. That way, customers see that we\u2019ve thought through their business needs, not just the science.\u201d <\/p>\n\n\n\n

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This approach gives customers flexibility, whether they\u2019re aiming for premium innovation or cost efficiency. It also helps IFF inoculate against competitors who might come in with bundled or lower-cost alternatives. <\/p>\n\n\n\n

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\u201cMany times, the initial request is for a new flavor. But what the customer really needs is modulation to unlock the flavor they already have.\u201d <\/p>\n<\/blockquote>\n\n\n\n

When It Matters Most<\/strong> <\/p>\n\n\n\n

Some of Kay\u2019s 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. <\/p>\n\n\n\n

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\u201cThat kind of commitment shows we\u2019re in it with them,\u201d Kay shares. \u201cIt\u2019s not just about solving a technical problem\u2014it\u2019s about showing them we care.\u201d <\/p>\n\n\n\n

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\"Girl<\/figure>\n<\/div>\n\n\n

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. <\/p>\n\n\n\n

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Making Life Easier for Developers<\/strong> <\/p>\n\n\n\n

Product developers are often caught between scientific challenges and marketing demands. Kay sees part of her role as easing that tension. Sometimes she\u2019ll prepare double batches so marketing teams can test alongside R&D. Other times, she\u2019ll turn around an urgent request overnight, calling in colleagues from across IFF to make it happen. <\/p>\n\n\n\n

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\u201cIt\u2019s not just my work,\u201d she emphasizes. \u201cI depend on R&D, design, sales, legal\u2014so many people. Even though we\u2019re a large global company, the way we approach projects feels small, flexible and tailored to each customer.\u201d <\/p>\n\n\n\n

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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. <\/p>\n\n\n\n

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Staying Ahead of the Curve<\/strong> <\/p>\n\n\n\n

Part of Kay\u2019s value lies in her curiosity. She doesn\u2019t wait for a customer to ask about trends\u2014she studies them ahead of time. <\/p>\n\n\n\n

<\/p>\n\n\n\n

Right now, she\u2019s thinking about GLP-1 medications<\/a>, which are reshaping how consumers experience taste<\/a>. Even without a formal brief, she\u2019s preparing solutions that could help brands better serve this growing consumer group. Hydrogen water is another area she\u2019s tracking closely \u2013 particularly the flavors that are often added to this water that, for health benefits, is infused with molecular hydrogen and sometimes electrolytes. <\/p>\n\n\n\n

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\u201cI want to be ready to bring ideas to the table before the customer even thinks to ask,\u201d Kay says. \u201cThat\u2019s how we stay relevant.\u201d <\/p>\n\n\n

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\"IFF<\/figure>\n<\/div>\n\n\n

<\/p>\n\n\n\n

Internal resources<\/a> help her stay sharp, as well. IFF\u2019s \u201clibrarians\u201d\u2014scientists who specialize in data and research\u2014provide her with the latest studies, while the legal team ensures freedom to operate in new spaces. <\/p>\n\n\n\n

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Wins and Relationships<\/strong> <\/p>\n\n\n\n

For Kay, the most rewarding part of the work isn\u2019t just the technical win\u2014it\u2019s the relationship win. \u201cNothing feels better than knowing we helped a customer succeed,\u201d she says. \u201cIf they win, we win.\u201d <\/p>\n\n\n\n

<\/p>\n\n\n\n

That mindset defines her approach to every project. Whether it\u2019s masking bitterness in a functional drink, helping a seltzer brand overcome a production hurdle or tailoring solutions to a juice company\u2019s cost concerns, Kay delivers both scientific rigor and personal care. <\/p>\n\n\n\n

<\/p>\n\n\n\n

Behind the Curtain, but Essential<\/strong> <\/p>\n\n\n\n

Kay\u2019s story highlights why modulation is such a powerful but often unseen force in product development. It\u2019s not a secondary step or a nice-to-have. It\u2019s the bridge between flavor creation and consumer satisfaction\u2014the piece that ensures a product feels balanced, enjoyable and worth coming back to. <\/p>\n\n\n\n

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And while taste modulation may take place behind the scenes, it\u2019s central to IFF\u2019s 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. <\/p>\n\n\n\n

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DISCOVER MORE ABOUT MODULATION<\/strong> <\/a><\/p>\n\n\n\n

<\/p>\n\n\n\n

<\/p>\n\n\n\n

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.<\/em> <\/p>\n\n\n\n

<\/p>","protected":false},"excerpt":{"rendered":"

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. 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