3 Misconceptions About the Superior Taste Award (That You Might Have Believed)

The Superior Taste Award has become one of the most sought-after seals of quality for food and beverage brands around the world. But unfortunately, many people still hold common misconceptions about this award. Today, let’s clear up three of the most common misunderstandings, explained with real facts in a way that’s easy for consumers to grasp.

Misconception #1: “You can just pay to get the award.”
The truth: Brands must pay an entry fee to join the testing process, not to buy the award.

Every product goes through a blind tasting. Judges don’t know the brand name or label—only a product code. They score each entry using scientific sensory analysis criteria, such as aroma, flavor, texture, and balance. Only products that meet strict minimum score requirements can win.

Misconception #2: “Only big brands win this award.”
The truth: Small brands from around the world—including Thai local brands—can absolutely enter and win.

Many SMEs and local producers have received this award, such as Akara eggs, Mae Pranom chili paste, and TEA Brand's lychee popping boba, which received the top 3-star rating after a rigorous taste test.

What matters most is the taste of the product, not the size of the company.

Misconception #3: “This award only reflects European tastes—it doesn’t relate to Thai consumers.”
The truth: While all judges are professional chefs and sommeliers from Europe, they use neutral, standardized evaluation methods. Scoring isn’t based on personal or Western cultural preferences.

In fact, many products that Thai people love—like milk tea, boba pearls, or herbal drinks—have won this award for meeting international flavor and quality benchmarks.

For example, Thailand’s TEA Brand has earned this recognition, even though its ingredients are deeply rooted in Asian drink culture.

These 3 misunderstandings may cause consumers to overlook the credibility of the award, or prevent small businesses from submitting their products. The Superior Taste Award is an open, transparent platform judged by world-class standards.

So the next time you spot this logo on a product, you can feel confident that the flavor has already passed the test by professionals.