Wednesday, October 10, 2012

Food fakery:

Tongue tampering:
To get an idea of just how high tech such stuff really is, here is bit of an explanation of how it all works from “Building on work by scientists who have successfully cloned human taste receptors for sweet, bitter and umami tastes, Senomyx uses high-throughput biological screening techniques to evaluate millions of molecules to identify which substances bind to specific taste receptors.” 
Back in the EU, however, an explanatory memo issued by the European Commission to explain its list of “approved flavouring substances,” says that to be authorized a flavoring must not “mislead the consumer.” And that would seem to raise the question of whether there’s any real difference between misleading the consumer and misleading the consumer’s tongue.

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