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Howard Moskowitz

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Howard Moskowitz is an American market researcher 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.[1]


Moskowitz developed Cherry Vanilla Dr Pepper when he was hired in 2004 by Cadbury Schweppes, which was hoping to expand the market for Dr. Pepper by developing a product line extension using an alternative formulation with vanilla or cherry flavors.[2][3]

Moskowitz has been consulted by Campbell Soup, General Foods, Kraft and PepsiCo for his expertise in food optimization. According to Moskowitz he has optimized soups, pizzas, salad dressings, and pickles in his work for various firms. His research on Prego 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.[4]

After graduating from Harvard was hired by the United States Army to improve their Meals, Ready-to-Eat, where he applied the concept of sensory-specific satiety, 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.[5]


  1. ^ Gladwell, Malcolm (2009). What The Dog Saw. Little, Brown and Company. p. 432. ISBN 978-0-316-07584-8.
  2. ^ Moss, Michael (2013-02-20). "The Extraordinary Science of Addictive Junk Food". The New York Times. ISSN 0362-4331. Retrieved 2023-10-08.
  3. ^ Vanhemert, Kyle. "How Junk Food Is Engineered To Be Hopelessly Addicting".
  4. ^ "How The Food Industry Helps Engineer Our Cravings". NPR. Retrieved February 19, 2023. And it's Howard who coined the expression "bliss point" to capture that perfect amount of sweetness that would send us over the moon, their products flying off the shelf.
  5. ^ Michael Moss (February 20, 2013). "The Extraordinary Science of Addictive Junk Food". The New York Times Magazine. Retrieved March 1, 2013.

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