Normally it is a color, smell, taste, odor, texture, mouth feel, etc.
I watched a sensory panel at a dog food company one day while doing a 3rd party audit - they had bowls of their dog food set up in a room and they had their employees bring their dogs in on a rotating basis to check out the food - their were a number of items that had to checked such as releasing one dog at a time, which bowl they went to first, if the dog smelled the food and made choices between different bowls, if they left anything, etc.
If you can find a non-competitive brand and see if the QAM will discuss their sensory program as there is a lot involved here.
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