Let’s be honest, everyone loves to enjoy a big pack of yummy snacks throughout the working week. And who can blame us? In fact, there’s no better way to power you through the afternoon than the moreish meaty taste of beef jerky.
But new findings from food psychologist, Greg Tucker, has revealed how our favourite flavours could divulge a lot more about us than just our snack preference.
Insights show Brits who like a spicy kick in their snack are deemed to be adventurous, whereas those who enjoy classic salt and pepper are more authentic and down to earth.
The food psychologist, who has partnered with beef jerky brand Jack Link’s, says, “In such an emotionally rich environment, we should not be surprised how much flavour choices play in revealing insight into our mood and personality.
“Beef jerky has a complex flavour profile and when chewed, it becomes softened and will ultimately shift your mood. Whether you reach for spicy, sweet or salty snack, it can really define some quirky personality traits, many Brits can relate too.
A person’s favourite savoury snack is the gateway to getting to know them better, as well as an easy and fun way to find out more about their personality without asking.
Spice: The Searchers
Do you always fancy spicy snacks? You’re likely to be adventurous and often seek excitement in your life.
“Spice is a very broad category but generally what it delivers is a burst of rapid release flavour, usually with an edge of heat that can then evolve over time. The spice searcher is looking for something that releases tension and drives thrills, taking the person to new places they haven’t been too before.”
Soy: The Fifth Dimension Decoder
In recent years, soy has become a popular flavour in many savoury snacks. And if this is a flavour you normally reach for, you’re likely to be enigmatic, mysterious and flirtatious.
“Soy delivers that mystical fifth taste – umami. A concentrated hit of richness and depth – an enigmatic and engaging complexity allowing the consumer to become fully invested and involved in what is happening in their mouth. The people that enjoy the taste of soy are flirty with new people but don’t want to give too much away about themselves.”
BBQ: Mouth Music
A complex flavour, if the tangy note of BBQ is your thing, you’re most likely to be fun, upbeat, and optimistic.
“This is fun in a flavour – a richness that has a mixture of tangy sourness, sweetness and added depths of smoke. The people who normally enjoy this flavour are fun, upbeat and want everyone to have a good time.”
Teriyaki: The Changing Chameleon
If you get cravings for teriyaki, this suggests your unique, often standout from the crowd but easily adaptable.
“The sweetness (sugar or honey) makes it a little more accessible, but the true strength of teriyaki is the fact it cannot be pinned down – it literally evolves in the mouth as the taste journey reveals itself.
“The person who enjoys this flavour can sometimes be worried about being categorised and wants to stand out from the crowd, but will often take a back seat if that is required from them. They’re also easily adaptable in many different and challenging situations.”
Chilli: The Macho Animal
Love to taste the heat in your beef jerky, you’re likely to be powerful and an aspiring leader.
“The macho challenge of chilli heat is a testosterone-fuelled response to the pain induced by the spice, a test of masculinity particularly popular in the UK. The chilli chooser is usually a bit of an animal, a strutting lion beating his chest to show his power – the aspiring leader of the pack.”
Salt & Pepper: The Authentic Individual
Do you want beef jerky seasoned to perfection? Your personality is authentic, honest, confident, and down to earth.
“Salt and pepper act as a graphic equaliser, boosting the true notes of the underlying ingredients of the food. It makes flavours more vivid yet doesn’t seek to mask them. Pepper adds some high notes, bite and vibrancy whilst salt is an integrity shot.
“These are the flavours of the self-confident and assured individual – unflash, unpretentious and unworried by others – the person who is truly at home in their own skin.”
Peri Peri: Modern Stylist
The popular spicy flavour suggests you’re cool, collected and always in control.
“Peri peri allows – even encourages – the consumer to flirt with heat yet maintain a degree of control and cool – just what the more stylish and aware person will look to be doing.”
Sweet: Pleasure Chaser
If you’re looking for a snack that has a savoury sweetness, Greg reveals you’re likely to be calm and innocent.
“Sweetness becomes paired emotionally with calm, rich reward, relaxation and escape, provided it is not over indulged upon!
“We are given an energy and mood boost by sweetness as well as a sense of release – sweetness lengthens flavours and allows us to relax into the consumption moment and enjoy what we are eating.”
To celebrate snacking this summer, Jack Link’s will be offering five lucky Brits the chance to win a case of beef jerky including the brand’s Original, Sweet & Hot and Teriyaki flavours. The full Jack Link’s range is flavoured with authentic and natural ingredients.
To be in with a chance to win, those who love a meaty snack will need to head to @JacklinksUK and like / comment on their stories, naming their favourite product and what flavour they would like to see the brand make in the future!
Inka Weber, Marketing Manager at Jack Link’s comments, “We wanted our fans to have fun by learning about what their favourite flavour says about them.
“Our main aim at Jack Link’s is to show our community you don’t have to compromise on taste when living a healthy lifestyle.
“We’re proud to offer a high-protein snack that doesn’t compromise on taste or texture. This means you can tuck into your favourite beef jerky flavour – but with none of the guilt you may feel with other unhealthy savoury snacks that are out there.”