It is a scientific fact that 90 percent of what we perceive as taste actually stems from our sense of smell. Scent molecules processed through our nose trick our brains into thinking that we are tasting certain flavors. Based on this scientific knowledge, the latest developments in the flavor industry include scent infusions applied to food packaging that will enhance product flavor while replacing costly and undesireable additives such as corn syrup or heavy cream.
Today, you can find sippy cups infused with a chocolate smell that will give your child the impression they are drinking flavored milk, water bottles filled with plain water but infused with scents that impart the perception of flavor, and low-sugar cereal boxes infused with a sweet smell to compensate for the reduced sugar content.
Whether consumers will “fall” for this trickery is yet to be seen, but what must be acknowledged is the innovative use of scent in an entirely new application. Given the slowing growth of scented products in many categories, points must be given to innovators who are finding new uses for scent, beyond the cosmetics, toiletries and household arenas. Regardless of the outcome, exploring new uses for scent keeps the industry moving forward, and stimulates creativity, innovation and ultimately the bottom line!
Fragrance Insights 