The Shape of Taste: Why Emotion Matters More Than Flavour

What makes us come back to the same food or drink time and time again? According to consumer psychologist Chris Lukehurst, it isn’t taste—it’s emotion.

In this fascinating episode of Food Rebels, AJ Sharp sits down with Chris, founder of The Marketing Clinic and author of The Shape of Taste, to explore the hidden psychological forces behind our food choices. Drawing on more than two decades of experience working with global brands including Nestlé, PepsiCo and Mars, Chris explains why our earliest food memories shape our preferences for life and how brands can map the emotional journey of eating.

From childhood nostalgia and party foods to protein snacks, wine, coffee and even pain relief gels, Chris reveals how emotions influence purchasing decisions far more than we realise. The conversation explores how food manufacturers can create products that genuinely resonate with consumers, why “taste is king” may be outdated thinking, and how the industry is increasingly using psychology to develop healthier, cleaner-label products.