Gastrograph AI, based in New York, uses predictive AI to develop, test and reformulate products based on a model of human sensory perception of flavour, aroma and texture.

Launched in 2016 by Analytical Flavor Systems, Gastrograph AI helps to anticipate how new foods will perform in different markets.

Following the acquisition, NIQ will integrate the plaform’s sensory database of consumer preferences. NIQ hopes to use the acquisition to bolster its product development AI offer, building on the Creative Product offer it launched in 2022.

NIQ has been working with Gastrograph AI as it builds Creative Product AI, and said the partnership had shown global brands’ appetite for using AI for product formulation research.

The financial terms of the deal have not been disclosed.

NIQ said combining Gastrograph and its own AI platform would result in greater speed to market at lower costs for CPG clients.

Ramon Melgarejo, president of strategic analytics and insights at NIQ, said: “In today’s environment, understanding what consumers will buy and why, and being able to act on those insights, has never been more important.”