Jose x Thimus, Unlock food emotions

For the past five years, I’ve been proud to partner with Thimus, a global pioneer in applied neuroscience, to redefine how we design food for the future. Together, we've developed a first-of-its-kind methodology that merges culinary science, sensory design, and emotion-driven neuroscience to create food products that truly connect with people, beyond taste, into feeling.

Our approach begins with the development of conceptually bold, scientifically grounded formulations and ends with real-time emotional validation using Thimus’ cutting-edge neurotechnology. From measuring brainwave responses to flavour to mapping emotional profiles across cultures, we turn subjective food experiences into actionable data.

This collaboration has taken us around the world, where we've presented at Future Food-Tech, Food Expo West, FoodTech IL, and GastroNord, where we’ve showcased how this groundbreaking synergy is reshaping product innovation for the food industry.

The result? Products that are not only technically superior, but emotionally resonant, market-ready, and tailored to the neuro-emotional landscapes of diverse global consumers.

"Emotion is the new frontier of flavour, and we’re leading the way."