Alberto Rosado, Global CI Biscuits and Cookies at AAK, discusses the science behind the perfect dunk, revealing how texture, taste, and dunking times come together to create the ultimate experience
Can you tell us about the inspiration behind the “Dunking Fiesta” campaign and what sparked the idea to focus specifically on biscuit dunking?
The “Dunking Fiesta” campaign was born from a simple observation: dunking biscuits is a universal, nostalgic experience that evokes fond memories and comfort. At AAK, we wanted to take this beloved habit and elevate it by delving deeper into the science and enjoyment behind it. Consumers dunk biscuits in tea, coffee, or milk for various reasons—texture, flavour enhancement, and the warmth and familiarity of the act itself.
From a business perspective, we realised there were significant commercial opportunities in optimising this experience. Dunking isn’t just about tradition—it also presents a chance for innovation. Consumers increasingly seek products that cater to specific tastes and preferences, and focusing on the science of dunking enables us to help manufacturers tailor their products to deliver a superior snacking experience. Optimising the texture, flavour release, and structural integrity of biscuits opens doors for creating premium “dunkable” products that stand out in a competitive market.
By leveraging AAK’s expertise in fats and oils, we aim to provide manufacturers with the ingredients and insights they need to differentiate their offerings, ensuring that their biscuits not only taste great but also perform perfectly when dunked. These commercial opportunities are promising, as consumers look for products that deliver both indulgence and consistency in every bite.
From your perspective, why do consumers enjoy dunking their biscuits, and how does this act enhance the overall snacking experience?
Dunking adds a multi-sensory element to the snacking experience. There’s a noticeable change in the product’s hardness before and after dunking, which many consumers find satisfying. The initial crunch transforms into a softer texture as the biscuit absorbs the liquid, creating a dynamic shift in mouthfeel.
Another key factor is the “dunkability” or the time a biscuit can remain submerged before it starts to break apart. Consumers enjoy personalising this experience, whether it’s a quick dip to maintain a bit of crunch or a longer soak for a softer, melt-in-the-mouth feel. The resident time during dunking allows for customisation, which makes it more engaging compared to just eating the biscuit dry.
Psychologically, dunking makes the snack feel more interactive, turning it into an experience rather than just a quick bite. It taps into a sense of ritual and comfort, making the act of dunking biscuits in tea, coffee, or milk an indulgent and nostalgic part of the snacking routine.
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