researcher who has been experimenting with using potent flavors—which, as we know from the last chapter, are mainly smells—to make up for absent tastes. Taste and smell are intertwined in ways we don’t consciously appreciate. Food technologists sometimes exploit the synergy between the two. By adding strawberry or vanilla—aromas we associate with sweetness—it’s possible to fool people into thinking a food is sweeter than it really is. Though sneaky, this is not necessarily bad, because it means the product can contain less added sugar.
