Food innovation to be ‘revolutionised by neuroscience’

However, manufacturers might be better to focus their new product development on the 50% of the population who have ordinary taste and the 25% who are  “non-tasters” and don’t have the same fast reaction to properties such as bitterness and salt, he argued, since the remaining 25% known as “super tasters” tend to be quite fussy eaters. “What you call the non-tasters, I think it is better to call them ‘adventurous tasters’; they need a lot of oral stimulation, they will like a lot of salt, they will like a lot of spice, they will like a lot of things going on. And that is a population we should be entertaining,” said Professor Barry Smith, director of the Institute of Philosophy as well as the founder of the Centre for…


Link to Full Article: Food innovation to be ‘revolutionised by neuroscience’