Endpoint. Look Both Ways
This resulted in a nearly comprehensive list of all
the genes that guide the development of taste cells.
According to Monell, these findings may allow scientists to treat taste disorders, characterize new taste
qualities, or even fine-tune a person’s taste perception to encourage healthier eating.
Synesthesia is another biological phenomenon
that could be leveraged to a greater capacity. I’ve
written before11 about how olfaction, combining
flavor and fragrance, is a perfect example of cross-modal cues. Oxford researchers then expanded this
duet to a trio, as The Daily Mail reported. “Listening
to different musical notes while eating chocolate can
change how the sweet treat tastes,” it stated.
It is also well-known that color can influence
flavor perception. So clearly, there’s a pathway to
flipping multiples switches at once; it’s just a matter
of syncing up the cues. And as biological research
unravels the mysteries of our senses, future opportunities emerge.
For example, I heard a recent TED talk by
Jennifer Pluznick12 on “Smelling with Your Body,”
not just your nose. In it, she explains that the same
chemoreceptors that act as scent detectors in the
nose are also found in the kidneys, muscles and
lungs, among other places. If marketers could flip
all those switches at once, wouldn’t that achieve the
epitome of product experiences?
All websites accessed Oct. 20, 2017.
1. E Siegel, The failed experiment that changed the world, Forbes,
available at forbes.com/sites/startswithabang/2017/04/21/the-
2. Natural Flavor & Fragrance Market Size, Industry Analysis
Report, Regional Outlook (U.S., Germany, UK, Italy, Russia,
China, India, Japan, South Korea, Brazil, Mexico, Saudi
Arabia, UAE, South Africa), Application Development
Potential, Price Trend, Competitive Market Share and Forecast,
2017–2024, Global Market Insights, available at gminsights.com/
3. R Grabenhofer, Endpoint. Extraction matters in F&F
development, Perfumer & Flavorist 42 60 (Aug 2017)
4. R Grabenhofer, Endpoint. Seeing past the amber glass,
Perfumer & Flavorist 42 62 (Apr 2017)
5. J Grebow, 2017 Flavor Trends for Food and Beverage, Nutritional
Outlook , available at nutritionaloutlook.com/food-beverage/2017-
6. M Neal, There are now 7,700 flavors and 460 brands of e-cigarettes,
Motherboard, available at https://motherboard.vice.com/en_us/
7. JM Yingst et al, A method for classifying user-reported electronic
cigarette liquid flavors, Nicotine and Tobacco Research 19 11
1381–1385 (Nov 1, 2017)
8. R Grabenhofer, Endpoint. Is Willy Wonka running F&F’s
reality? Perfumer & Flavorist, available at perfumerflavorist.
9. NH Bennike et al, Fragrance contact allergens in 5588 cosmetic
products identified through a novel smartphone application, J
Eur Acad Dermatol Venereol, doi: 10.1111/jdv.14513 (2017)
10. Bitter or sweet? How taste cells decide what they want to be,
Monell, available at monell.org/news/news_releases/taste_stem_
11. R Grabenhofer, Endpoint. Synesthesia is music to our taste
buds, Perfumer & Flavorist 42 62 (Jan 2017)