For the plant-based meat industry, flavour houses are crucial partners in replicating animal products’ taste and sensory experience. Flavour scientists will customise an array of flavours, using natural and artificial components, to mimic the profiles of animal-based meat while damping any off-flavours and aromas from the plant ingredients. The flavour houses provide support during the formulation process to ensure the stability and consistency of flavours across diverse applications and address processing and shelf life. Flavour houses also research market trends to offer innovative solutions to align with consumer preferences. With their sensory experiences, flavour houses are key to increasing the palatability of plant-based meat.