• A sixth flavour state has been officially identified - bland - giving a name to flat and forgettable food that leaves Brits feeling underwhelmed, with one in five Brits saying their go-to meals are ‘bland’

• Lurpak® has partnered with Food Scientist, Founder and CEO Natalie Alibrandi from Nali Consulting to explore the science of blandness.

• It comes as the butter brand launches new Chilli & Garlic flavoured butter and hosted ‘Haus of Flavour’ this week – an immersive experience designed to help Brits break out of the bland cycle

27th May 2026: If you’ve ever eaten a meal and thought, well, that was a bit underwhelming, there is now a scientific explanation for it.

New findings have identified ‘Bland’ as a sixth flavour state in its own right. Sitting alongside sweet, salty, sour, bitter and umami, it explains why some meals leave us feeling flat and underwhelmed.

From plain pasta and boiled potatoes to under-seasoned chicken, the findings show that blandness is not a specific taste in the traditional sense, but a distinct flavour state that occurs when food is low in the sensory cues that make eating enjoyable. The lack of aroma, richness, texture and depth of flavour leaves people feeling less rewarded and less satisfied.

Bland is scientifically proven

Drawing on sensory research, flavour mapping and behavioural response data, the new findings commissioned by Lurpak® with leading food scientist Natalie Alibrandi, found that bland food creates a weaker sensory signal in our brains.

Across five areas, including brain activation, sensory engagement, satiety, reward response and post-meal behaviour, bland food was found to produce a much lower response compared to more flavourful meals. By contrast, Lurpak’s findings found that when flavour is turned up through more intense taste, satisfying texture and complex aroma, the brain’s reward engage more fully, making you feel more full and satisfied.

We’re in a bland cycle

These findings are backed up by new consumer research, which found that over three in five (67 per cent) Brits said more flavourful meals create stronger or more vivid memories, while 56 per cent said flavourful, satisfying meals reduce cravings and make the experience more memorable.

The research also found roughly a third of Brits admit they would like to be more adventurous with flavour but do not know where to start, while one in five (22 per cent) Brits admit their go-to meals fall into the ‘bland’ category and half (51 per cent) say they eat the same dishes on repeat each week.

The findings come as Lurpak® launches its new Chilli & Garlic butter, created to bring bold flavour and richness to the everyday meals they already know and love.

Breaking out of bland

To help Brits break out of the bland cycle, Lurpak® hosted Haus of Flavour – a free immersive experience which served bold, flavour-packed takes on one of Britain’s blandest staples, the potato.

At the experience, guests were treated to a free crispy potato skin filled with smooth, creamy pomme purée, enriched with Lurpak®’s new flavoured butter. Each one was perfected by potato chefs, finished with a blowtorch char and topped with a salt-bae sprinkle of smoky paprika, alongside a range of bold toppings to choose from.

Guests were able to get their hands on exclusive Haus of Flavour merch, including the chance to personalise their own butter knife, and listen to a bespoke soundscape while they enjoyed a flavoursome treat.

Catriona Mantle, Marketing Director at Lurpak®, said: “Let’s face it, everyday meals are often built around the same familiar favourites. There is nothing wrong with that - but sometimes the food we rely on most could do with a little more flavour.

“The answer to bland food is not always more effort. Sometimes it is about choosing one ingredient that can do more of the heavy lifting.

“With the launch of Lurpak® Chilli & Garlic Butter, we want to help people bring more richness, heat and savoury depth to the meals they already make, without needing to completely rethink how they cook.

“Because everyday food should not just fill you up, it should be something you really look forward to eating.”

Natalie Alibrandi, Food Scientist and Founder and CEO of Nali Consulting, added: “Bland food is not always food with no taste. Often, it is food where there is no flavour strong enough to take the lead.

“A lot of everyday meals are perfectly good starting points, they may just need one flavour moment to bring them to life. For example, that could be aroma, heat or texture.

“Flavour is functional. It helps to tell the brain what has been eaten, signals that a meal is complete, and triggers the reward response that makes food feel satisfying. When flavour is muted, those signals can be weakened.”

As the champion of good food, Lurpak® has long helped Brits bring more flavour to everyday meals, including through its existing Garlic Butter range.

ENDS

NOTES TO EDITORS

Lurpak® Chilli & Garlic Butter (124g) is available now from Morrisons and Tesco (MRRP £2.50).

Methodology

Expert study: Natalie Alibrandi conducted a literature review of peer-reviewed flavour neuroscience and appetite science, covering studies examining flavour intensity, brain activation (fMRI/neuroimaging), satiety, palatability effects on intake and reward response to taste. The analytic framework covers evaluation of existing sensory research to construct a scientific foundation for blandness as a measurable experiential state.

Natalie Alibrandi is a London-based Food Scientist, Founder and CEO Natalie Alibrandi from Nali Consulting. With more than 15 years’ experience across FMCG, including quality assurance, research and development, innovation and marketing, Natalie supports food and beverage brands with product development, formulation and launch strategy. Through Nali Consulting, she has worked with brands across the UK and international markets, helping bring high-quality, great-tasting products from concept to shelf.

Consumer research conducted by One Poll: 2,000 nationally representative UK adults surveyed between 8th – 12th May 2026

About Lurpak

We have had an uncompromising approach to making real, quality lactic butter since 1901. Made only with the highest quality ingredients Lurpak® butter has a distinctive, creamy delicate and fresh taste.

About Arla Foods

Arla Foods is one of the biggest food companies in the UK and the UK’s largest dairy cooperative, with market leading brands including Lurpak, Arla Cravendale, and Arla Protein. We also hold the license to produce products for brands such as Starbucks, Yeo Valley and Baileys.

With over 3,000 colleagues across multiple locations in the UK, people remain at the heart of Arla’s operations. Globally, we employ more than 21,000 colleagues, our products are sold in more than 100 countries, and we’re owned by over 7,600 farmers in Denmark, Sweden, the UK, Germany, Belgium, Luxembourg and the Netherlands.

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