McCormick & Co., a company renowned for enhancing the flavor of foods, is now infusing some innovation into its product development process by leveraging artificial intelligence. This Maryland-based manufacturer, with a history spanning 130 years, has traditionally relied on its skilled workforce to create the next popular product. However, it 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 their chances of market success.
On Monday, McCormick announced a partnership with technology giant IBM to harness artificial intelligence for analyzing 40 years of data it has collected on consumer preferences, taste profiles, and product characteristics. Previously, the company formulated new products by utilizing an extensive database of around 4,000 ingredients, each subjected to thorough testing before market introduction. Individual products could be refined between 50 and 150 times to ensure the ideal flavor was achieved. Now, with the aid of AI, McCormick aims to sift through this data more rapidly and effectively, identifying which ingredients complement each other or can serve as substitutes.
The company plans to unveil its first three AI-assisted products in late spring: recipe mixes for Tuscan Chicken, Bourbon Pork Tenderloin, and New Orleans Sausage. Hamed Faridi, McCormick’s chief science officer, expressed that the primary challenge is developing products that maintain their market presence over time, as new offerings often fade within three to five years. He emphasized, “With this incredible compatibility, we can leverage over 40 years of experience… We have a strong chance to create products that become iconic, either for us or for our customers, remaining on the market for decades.”
Faridi noted that artificial intelligence could expedite the new product development process by up to 70%. Product developers can initiate the process by simply pushing a button, activating algorithms that generate multiple new recipe ideas within minutes. The company has observed that researchers often gravitate towards a limited selection of ingredients. By employing AI, McCormick’s team can explore previously overlooked combinations or suggest alternatives that may not have been considered. For instance, AI recently recommended incorporating cumin to enhance the flavor profile of a pizza spice.
Robin Lougee, a research scientist at IBM, remarked, “We can explore flavors in a broader manner than human researchers might, as it’s impossible for them to be familiar with the thousands of ingredients available at McCormick.” She added, “There is so much data that a human cannot process it all.” For McCormick, the integration of artificial intelligence significantly enhances its capacity for innovation, allowing product developers to elevate their work. Furthermore, it enables the company to better engage with e-commerce, where a virtually limitless assortment makes it feasible to customize more products for consumers.
Faridi stated that McCormick is so dedicated to artificial intelligence that by 2022, all new products could potentially be developed utilizing this technology. This commitment to innovation could even extend to addressing consumer needs, such as the incorporation of ingredients like calcium citrate, which may assist in alleviating constipation, thereby expanding the company’s product offerings and improving consumer health.