Even in culinary matters, however, the proof of the pudding is not always in the eating. The success of a food product also depends on the cleverness of its marketing. To this McCormick, a flavouring company based Maryland. has commissioned a"craveability study from Moskowitz in White Plains, New York. The intention is to discover which descriptions of particular foods most induce craving in consumers. The preliminary results show that for fast-food hamburgers, the descriptions rated as most enticing were"a grilled aroma that surrounds a thick burger on a toasted and'lots of grilled bacon and cheese covering on a lightly toasted bun other blurbs, such"with horseradish sauce' and"when it's cold outside a the burger is warm and actually put people off hamburgers. And that was before they knew what was in them.