"It's got to taste good" – so asserts the credo of consumers looking for satisfaction from a product. Notwithstanding the nutritional value or the functionality of foods and beverages, taste and enjoyment are most important, otherwise the product doesn't make it to the checkout counter a second time. Today's consumer is open to new things. Innovative products are enjoying greater popularity thanks to unusual taste experiences and ingredient innovations. Ninety-eight percent of consumers rank taste from important to very important in their decision to buy certain products, with taste being the most important criteria for a product's success on the market (Source: Nielsen Homescan in GB, 2007 / Future health trends survey, 2005). Product developers at WILD are also taste-centered around the company's commitment for more than 75 years: "We create great taste".

In today's high-tech, high-performance society, enjoyment is a valuable commodity. In order to achieve that genuine "feel-good" feeling, consumers desire a special treat from time to time. Approximately one-third of German consumers have a clear preference for premium products when purchasing goods for their daily needs. (Source: GfK ConsumerScan 2006) Products such as select fruits and purely natural ingredients can set themselves apart from the competition.