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Placing a claim like “tastiest” or “creamier than…” on a product is often used as a distinctive marketing tactic.

Understanding how to substantiate those claims is crucial. In 2021, the International Organisation for Standardisation (ISO) published a document with nine principles to follow when designing a study to support a sensory claim.

Recently, at a digital meeting organised by MOA Netherlands, our colleague Boudien van der Werf presented how to put these principles into practice.

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