In a highly competitive shelf environment with constant product launches, standing out from the very first consumer interaction is key to ensuring product turnover. With this goal in mind, DiqueSí—the brand from the Vegetales Línea Verde group—has incorporated sensory neuroscience into product development in order to understand how consumers feel and to create a product range that aligns with their expectations.
DiqueSí applies Thimus’ T-Box technology to develop products that match real consumer preferences and encourage repeat purchases. Using non-invasive sensors, the tool records levels of attention, engagement, mental load, and emotional response, offering objective data that complements—and sometimes contradicts—what the consumer verbally expresses.
“During the tasting phase,” explains Yolanda Martínez, Innovation Manager, “we can read both the brain’s immediate reaction and what the taster actually says, which is filtered through past experiences, brand reputation… This helps us determine whether a recipe needs further adjustments before launch.”
First presentation in Milan
DiqueSí showcased this innovative approach together with Thimus at the latest edition of TuttoFood Milan through the Taste Innovation Experience, an immersive tasting session in which real-time brain reactions were measured in response to different combinations of flavour and texture.
The proposal, based on sensory technology, has sparked strong interest among professionals in the sector by highlighting the role of emotion in product development. “We wanted to give voice to the emotions that good, healthy food can generate,” said Domenico Battagliola, CEO of the Vegetales Línea Verde group. “This technology is a new strategic asset designed to create value for the group, currently active in two Innovation Hubs: Valencia and Manerbio (Italy), where our headquarters is located,” he added.
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The technology presented in Milan is now being systematically applied at DiqueSí’s Innovation Hub in Valencia, where new recipes are tested with real consumers through an emotional and scientific lens. The aim is to identify flavours that feel familiar and emotionally positive. “Graphics and communication drive the first purchase. If the flavour meets the consumer’s expectations, the likelihood of a repeat purchase increases,” notes Miriam Bdeir, Marketing Manager in Spain.
This technology has helped the company shorten the development timelines of new products, optimising launches right from the early stages. From a retail perspective, this translates into an offer that better matches real demand and a range that connects with consumers on an emotional level, not just a rational one.
With this approach, DiqueSí places emotion at the heart of innovation, offering the industry tools to compete not just on price or convenience, but on emotional relevance.
