If you want to know where to go, then skii uphill. That way you are not following everyone else. This paper was born out of the belief that flavours could be considered differently in product development. As such, it is tasked with exploring unconventional and peripheral paths for established practices; in this case flavour creation. Specifically, it looks at how consumer insight was used to change the context for flavour creation and led to fresh thinking about sensory possibilities for canned coffee in Japan.