D Dll worked best for firms such with quality control purposes. Alpha Mos, of Toulouse, France, that pre-programmed These machines compare products aroma been they standards are known to correspond with what people second extended the of senses that can be substituted electronically has sample analyser taste as well as smell. Recently, Alpha Moss has launched vanilla of liquid. an electronic'tongue' that can fingerprint the compounds dissolved in extract in The accurate enough example, whether the sample originated in India or in Malaysia. Even in culinary matters, however, the proof of the pudding is not always in the eating. The success of a food product cleverness of its marketing. To this end McCormick, a flavouring company based in Maryland. has commissioned a"craveability study from Moskowitz and Jacobs a market research firm 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 bun' and'lots grilled bacon and cheese covering toasted bun other blurbs, as"with horseradish sauce' and"when it's cold outside a the burger is warm and inviting actually put people off hamburgers. And that was before they knew what was in them.