A question that is not often asked, but has great impact on new product development. It's not just about knowing what people like. But knowing what people don't like in a product is an important factor in product development. Sensory evaluation is the answer to flavor masking and taste improvement. Thailand's consumer health market is sizable and expanding. It represents a huge opportunity for one of the biggest chicken essence companies to own the space and establish a distinct presence in the market in order to improve the quality and health of consumers. The company is looking to broaden its consumer base and increase consumption frequency by introducing the potential of new product formulas and new product designs. However, smell & taste barrier is one of the key issues needed to be resolved so descriptive analysis together with consumer research was conducted to address this issue. The results of the study have been used as reference for product development to improve the formula and the project is now finish and will be implement.