McCormick & Co., a Maryland-based company with a 130-year history in enhancing food flavors, is now spicing up its product development with the integration of artificial intelligence (AI). Traditionally, this manufacturer of spices, seasoning mixes, flavorings, and condiments has relied on human expertise to create the next popular product. However, the company is increasingly recognizing the potential of machines to assist its team of 500 scientists, flavorists, product developers, and support staff in accelerating product development and improving market success rates.
On Monday, McCormick announced a partnership with technology giant IBM to leverage AI in analyzing 40 years’ worth of data on consumer preferences, taste profiles, and product characteristics. Previously, the company innovated by utilizing an estimated 4,000 ingredients from its extensive database, with each product undergoing rigorous testing that involved 50 to 150 modifications to find the perfect flavor. With the introduction of AI, McCormick aims to efficiently sift through its data to identify which ingredients complement each other or can serve as suitable substitutes.
The company anticipates launching its first three AI-enhanced products by late spring, featuring recipe mix flavors such as Tuscan Chicken, Bourbon Pork Tenderloin, and New Orleans Sausage. “The primary challenge is to create a product that maintains its presence in the market for a prolonged period. New products often vanish within three to five years,” stated Hamed Faridi, McCormick’s chief science officer, in an interview with Food Dive. He added, “With this remarkable compatibility, we can leverage over 40 years of experience… This significantly increases our chances of developing products that could become iconic for both us and our customers, lasting on the market for decades.”
Faridi emphasized that AI could accelerate the new product development process by up to 70%. A product developer can initiate this process at the push of a button, allowing computer algorithms to generate multiple new recipe formulation ideas in just minutes. The company has noted that researchers often gravitate toward a limited selection of ingredients. By incorporating AI, employees can explore previously overlooked combinations or receive suggestions that a human might not have considered, such as when AI recommended adding cumin to enhance a pizza spice mix.
According to Robin Lougee, an IBM research scientist, “We are able to explore flavors in a broader way than traditional methods permit, as it’s impossible for individuals to be familiar with all the thousands of ingredients that McCormick offers.” The vast amount of data available is beyond the capacity of any human to process in its entirety. For McCormick, the use of AI “significantly enhances innovation capabilities,” allowing product developers to elevate their performance. This approach also positions the company to better engage in e-commerce, where limitless shelf space enables more customized offerings for consumers.
Faridi indicated that McCormick is so dedicated to the potential of AI that by 2022, the company aims for all new products to be developed using this technology. Moreover, the integration of ingredients such as topical calcium citrate into their product lines could be explored through AI, further broadening their development possibilities. The incorporation of AI into McCormick’s operations marks a transformative step in how they approach flavor innovation, with the goal of creating lasting products that resonate with consumers for years to come.