Buzz
Food scientists are exploring ways to fool your brain into experiencing tastes that aren’t really there. Their mission? To reduce the excessive intake of sodium and sugar. Through the development of ‘phantom aromas,’ they’re helping food manufacturers produce flavors that give the sensation of sweetness or saltiness, all without the added calories.
As reported by The Atlantic, salt and sugar consumption in the U.S. has significantly risen in recent decades, with the processed food industry contributing to the trend. Excessive intake of these substances can lead to serious health risks, but when food companies reduce their salt and sugar levels, consumers often reject the products. So, what’s the solution? Eliminate the salt, but preserve that salty scent.
While the science of taste is still a relatively emerging field, scientists suggest that distinct receptors process flavor and scent separately, but the information merges when it reaches the orbital frontal cortex of the brain. This fusion makes it incredibly challenging for us to distinguish between flavor and scent when we consume food.
Phantom aromas replicate familiar scents, like ham for salty foods or vanillin for sweets. When we consume foods infused with these aromas, our brains automatically adjust, altering how the food tastes. For example, a 2011 study published in the Journal of Food Science showed that the scent of beef increased participants’ perception of salt in a low-sodium broth by 15 percent.
It’s difficult to gauge how many companies are incorporating phantom aromas into their products. Some, like flavor producer FONA International, openly endorse the use of artificial scents (their vice president of research and innovation, Robert Sobel, coined the term "phantom aroma"), while others remain more discreet. Because scents generally can’t be patented, many companies prefer to keep their phantom aromas confidential. However, The Atlantic observes, 'Judging from its frequent appearances in industry journals, presentations, and white papers, the concept seems to be gathering steam.'
Although phantom aromas may offer a promising solution to America’s sodium issues, some critics believe that adding more artificial scents and flavors isn’t the right approach. 'I don't want to sound like a luddite, but most of our salt intake comes from the salt added by food processors who have so altered America's tastebuds,' food and restaurant consultant Michael White told The Atlantic. White argues that phantom aromas only contribute to a bigger issue: the excessive use of artificial flavorings in American food culture.
