How Much Does Color Impact Taste?

Evidently, the godawful color of Flamin’ Hot Cheetos® is essential to their irresistable nature.

via Techdirt:

With recent reports claiming that food coloring might increase hyperactivity in children…, it has some people asking if we really need food coloring at all. …. Apparently, those people aren’t aware of just how much color impacts taste. Apparently it can more or less override our tastebuds. I’d always heard that smell could override tastebuds, but it sounds like color might do an even better job.


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