In his book Fast Food Nation Eric Schlosser underlines the enormous role that perfume and flavor companies play in the process of fast food production. Schlosser states that the initial choice of the product by customer may be affected by the design of its packaging, but the subsequent purchases are by most part determined by its taste. Fast food companies are making profit on the human craving for flavor by using natural and artificial additives.
To ensure “consumer likeability” and keep people coming back for more food companies turn to the small and elite group of scientists – flavorists, whose job is, as Schlosser wrote, “to conjure illusions about processed food”. To make food products provide their supposed natural taste and delicate aroma after a being processed, canned, dehydrated, frozen, then reheated in the microwave flavorists adjust the food’s mouthfeel. Mouthfeel, as Schlosser defines it, is “the unique combination of textures and chemical interactions that affects how the flavor is perceived”. The taste of the food can be radically altered by some tiny changes in its flavoring mix, providing the companies with the product that is scientifically designed to satisfy human cravings for flavor.
To ensure “consumer likeability” and keep people coming back for more food companies turn to the small and elite group of scientists – flavorists, whose job is, as Schlosser wrote, “to conjure illusions about processed food”. To make food products provide their supposed natural taste and delicate aroma after a being processed, canned, dehydrated, frozen, then reheated in the microwave flavorists adjust the food’s mouthfeel. Mouthfeel, as Schlosser defines it, is “the unique combination of textures and chemical interactions that affects how the flavor is perceived”. The taste of the food can be radically altered by some tiny changes in its flavoring mix, providing the companies with the product that is scientifically designed to satisfy human cravings for flavor.
No comments:
Post a Comment