Page 69 - FoodFocusThailand No.245 September 2026

For the ice cream industry, the key challenge lies flavors that capture consumers’ interest. In addition, understanding
in striking a balance between indulgence and health consumer dynamics and evolving flavor trends, particularly the
consciousness. According to Ms. Rarin, ice cream should influence of Asian food cultures such as China and South Korea,
continue to serve its role as an “everyday happiness” is increasingly important, as these trends continue to shape the
for consumers. Placing too much emphasis on health tastes and expectations of younger consumers. This can be
at the expense of taste could undermine the enjoyment seen in the growing popularity of flavors and ingredients such
and appeal that make ice cream an indulgent treat. as pistachio, matcha, and Dubai-style chocolate. Therefore, the
A key approach does not necessarily require adapting role of R&D requires the ability to monitor, analyze, and interpret
the core product to address health needs in a single way. market signals, while integrating these insights with food science
Instead, brands can adopt a product portfolio expansion knowledge and technical feasibility.
strategy by offering a wider range of options that cater to
different levels of health-conscious needs. These may Craft Spirit:
include developing lower-calorie ice cream formulations Quality Challenges and Cold Chain Management
or expanding into a yogurt brand such as “ADAM n EVE” Although the food industry is increasingly focused on business
under the concept “Yummy and Healthy,” featuring expansion and scalability, Guss Damn Good continues to place
authentic Greek yogurt with no added sugar. strong emphasis on its craft philosophy and product quality at the
core of its business. This philosophy is reflected in the production
The Science of Flavor Pairing: process, where certain traditional techniques are still maintained,
Breaking Boundaries in R&D such as hand-stirring fresh caramel, which is not only part of
A core concept behind Guss Damn Good is “Activate the production process but also contributes to quality control
Good Feeling”, creating positive emotions for consumers. and the creation of the brand’s distinctive flavor profile. Since
Product development does not start with ingredients premium ice cream requires a consistent delivery temperature,
alone, but by defining the “story” or “feeling” the brand businesses must choose distribution channels with strict cold
wishes to convey. Through R&D, this concept is then chain standards.
translated into a flavor that most effectively expresses
that intended emotion.
A clear example of this approach is the “Guss
Grocery” campaign, launched to celebrate National
Ice Cream Month. The campaign was inspired by
reinterpreting familiar Thai consumer brands and everyday
products in the form of ice cream, while highlighting the
distinctive characteristics of their ingredients through
unconventional flavor creations. Transforming familiar
elements of everyday life into new experiences
demonstrates that flavor development does not have to be
limited to the search for novel ingredients. It can also draw
upon consumer insights and stories from everyday life
to generate new product concepts and creative
directions.
The success of flavor creation in the campaign
stemmed from collaborations with various brands, Looking ahead, Guss Damn Good aims to elevate its production
bringing together savory and sweet products and standards to international levels while exploring opportunities to
reinterpreting them in harmonious combinations. This expand its product portfolio into snacks and beverages. At the
resulted in distinctive flavors that offered consumers heart of this direction is not the pursuit of high-priced ingredients,
a new and memorable experience. Examples include but the integration of consumer understanding, the courage to
Maggi & Honey, Nokpirab Pickled Mustard Greens experiment, and a strong commitment to product quality.
Vanilla, and Sardine Tomato Berries, as well as other new This philosophy enables the brand to transform “stories” into
flavors developed through continuous experimentation “distinctive flavors” and create fresh, engaging experiences that
and exploration of new possibilities. The key is not resonate with consumers.
simply to create something unconventional, but to find
the “balance of flavors” so that each component
works harmoniously together, without any single flavor
overpowering or overshadowing the others. Ultimately, More Information Service Info C012
this creates a new and memorable experience for
consumers.
From Ms. Rarin’s perspective, an important lesson for “กองบรรณาธิิการขอขอบคุุณ
R&D professionals is having the courage to experiment คุุณระริน ธรรมวััฒนะ ผู้้�ร่วัมก่่อตั้ั�ง บริษััท ก่ัสส์ แดมน์ ก่้�ด จำำ�ก่ัด
with the unknown. Existing knowledge and established ท่�ก่รุณ�แบ่งปัันมุมมองและปัระสบก่�รณ์อันม่คุุณคุ่�
principles can sometimes become boundaries that limit
creativity. Allowing oneself to experiment with unfamiliar ซึ่่�งสะท�อนแนวัคุิดและแนวัท�งก่�รสร��งสรรคุ์นวััตั้ก่รรมรสช�ตั้ิ
ingredients, combinations, or ideas that may seem ตั้ลอดจำนก่�รพััฒน�ผู้ลิตั้ภััณฑ์์ไอศก่ร่มให้�ตั้อบโจำทย์์ผู้้�บริโภัคุในย์ุคุปััจำจำุบัน”
theoretically impossible can lead to the discovery of new
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