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Flavourings: Tweaking tastes and creating cravings

By Bhavani Prakash

Don’t most processed foods such as chocolates, crisps and beverages taste so addictively good? One of the reasons is because there’s a plethora of chemicals that is diligently researched and added to various products, so much so that we the customers are often fooled into believing that they taste even better than the real thing. And what’s more, we’re left craving for more and more.

The flavouring industry is a multi-billion dollar one, and is often shrouded in secrecy given that each chemical formulation representing a specific nuance of flavour is an intellectual property right.  More worrisome is the fact that our taste buds are being manipulated for the pure purpose of generating more and more sales for food processing companies.

Here is a must see video which goes behind the scenes to uncover the true role of  a flavorist.  Be shocked. Be disgusted. But do consider doing yourself and your family a favour after watching this. Read your food labels more carefully, and reduce the amount of processed foods that you consume. Instead try fresh, local, and preferably home-made dishes, as you can be reasonably sure what goes into them.

 Video link here 

Further links you may be interested in: 

EWTT:  Reading Food Labels: Food Additives

EWTT: How to find Hidden Palm Oil in Supermarkets 

Tribe Magazine: Natural Flavours That Just A’int Natural 

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Posted by on Dec 5 2011. Filed under Chemicals, Food. You can follow any responses to this entry through the RSS 2.0. You can leave a response or trackback to this entry

2 Comments for “Flavourings: Tweaking tastes and creating cravings”

  1. This is awesome Bhavani – have seen this in practice in my earlier role, but it was still great to watch and reaffirm my personal choices. Thanks a ton for sharing!

  2. You’re welcome, Preethi. We must laud you for your choice to leave the industry and do something truly sustainable!

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