Once upon a time, flavor research was a matter of asking housewives to munch a few potato chips in the hopes that the company had stumbled on the perfect formula for reconstituting potatoes. But as the science became more sophisticated, and market pressures demanded more novelty and authenticity, flavor scientists had to create new varieties like "Mesquite BBQ" chips to sit alongside regular barbecue flavor. To fill that hungry maw, Dewis and his colleagues work to analyze hundreds of thousands of substances and develop compounds that will please the buying public in four ways-through smell, taste, sensation and emotion. To do so, flavor scientists are homing in on molecules, receptors, brain structures and genetic code that will enable them to create flavors tailored to consumers' palates, health condition, demographics, even genotype. The industry doesn't just talk about things tasting good anymore. Now it's about providing an exceptional flavor "experience." And as scientists learn to exploit the ways we perceive flavor, food manufacturers will be able to refine their products to appeal to us as individuals. Welcome to the world of personally tailored mass-produced food.