Howard R. Moskowitz (born ) is an American

market research Market research is an organized effort to gather information about target markets and customers. It involves understanding who they are and what they need. It is an important component of business strategy and a major factor in maintaining com ...

er and psychophysicist. He is known for the detailed study he made of the types of spaghetti sauce and horizontal segmentation. By providing a large number of options for consumers, Moskowitz pioneered the idea of intermarket variability as applied to the

food industry The food industry is a complex, global network of diverse businesses that supplies most of the food consumed by the world's population. The food industry today has become highly diversified, with manufacturing ranging from small, traditional, ...

Products

After graduating from Harvard, Moskowitz was hired by the

United States Army The United States Army (USA) is the primary Land warfare, land service branch of the United States Department of Defense. It is designated as the Army of the United States in the United States Constitution.Article II, section 2, clause 1 of th ...

to improve their Meals, Ready-to-Eat, where he applied the concept of

sensory-specific satiety Sensory specific satiety is a phenomenon that refers to the declining satisfaction generated by the consumption of a certain type of food, and the consequent renewal in appetite resulting from the exposure to a new flavour or food.Raynor H, Epstein ...

, the tendency for consumers to tire of strongly flavored foods, to ensure that the meals were formulated in a way that encouraged soldiers to eat sufficient calories. Since at least the 1980s, Moskowitz has been consulted by

Campbell Soup The Campbell's Company (doing business as Campbell's and formerly known as the Campbell Soup Company) is an American company, most closely associated with its flagship canned soup products. The classic red-and-white can design used by many Campb ...

General Foods General Foods Corporation was a company whose direct predecessor was established in the United States by C. W. Post, Charles William (C. W.) Post as the Postum Cereal Company in 1895. The company changed its name to "General Foods" in 1929, a ...

Kraft Kraft Foods Group, Inc. was an American food manufacturing and processing conglomerate (company), conglomerate, split from Kraft Foods Inc. on October 1, 2012, and was headquartered in Chicago, Illinois. It became part of Kraft Heinz on July ...

and

PepsiCo PepsiCo, Inc. is an American multinational corporation, multinational food, snack, and beverage corporation headquartered in Harrison, New York, in the hamlet of Purchase, New York, Purchase. PepsiCo's business encompasses all aspects of the f ...

for his expertise in food optimization. According to Moskowitz he has optimized

soup Soup is a primarily liquid food, generally served warm or hot – though it is sometimes served chilled – made by cooking or otherwise combining meat or vegetables with Stock (food), stock, milk, or water. According to ''The Oxford Compan ...

pizza Pizza is an Italian cuisine, Italian, specifically Neapolitan cuisine, Neapolitan, dish typically consisting of a flat base of Leavening agent, leavened wheat-based dough topped with tomato, cheese, and other ingredients, baked at a high t ...

salad dressing A salad dressing is a sauce for salads, used on virtually all leafy salads. Dressings may also be used in preparing salads of beans (e.g., three bean salad), noodle or pasta salads and antipasti, and forms of potato salad. A dressing may even ...

s, and

pickles Pickle, pickled or Pickles may refer to: Food * Pickle, a food that has undergone pickling * Pickled cucumber * Pickle, a sweet, vinegary pickled chutney popular in Britain, such as Branston Pickle, also known as "sweet pickle" or "ploughman's ...

in his work for various firms. His research on

Prego Prego (Italian for "You're welcome!") is a trade mark brand name pasta sauce of Campbell Soup Company. It was introduced internationally in 1981. Varieties Prego offers many different varieties. The traditional pasta sauce is available in ninet ...

spaghetti sauce, which revealed a significant customer preference for an "extra-chunky" formulation, is notable as was his optimization of the amount of salt, sugar, and fat in spaghetti sauce at the " bliss point" which maximized consumer satisfaction. Moskowitz developed Cherry Vanilla Dr Pepper when he was hired in 2004 by

Cadbury Schweppes Cadbury, formerly Cadbury's and Cadbury Schweppes, is a British multinational corporation, multinational confectionery company owned by Mondelez International (spun off from Kraft Foods, Inc., Kraft Foods) since 2010. It is the second-largest c ...

, which was hoping to expand the market for Dr Pepper by developing a

product line extension A product line extension is the use of an established product brand name for a new item in the same product category. Overview Line extensions occur when a company introduces additional items in the same product category under the same brand n ...

using an alternative formulation with vanilla or cherry flavors.

References

External links

TED Talk about Howard Moskowitz by Malcolm Gladwell, February 2004
* {{DEFAULTSORT:Moskowitz, Howard American marketing people Living people Marketing people Market researchers American food scientists Harvard University alumni Queens College, City University of New York alumni Year of birth missing (living people)