Amplify’d from www.theatlantic.com
Flavor and scent are beloved for their ability to bring back memories long buried in the sensory deluge, a point made by Proust with his madeleine decades before modern science let us peer into the physiology of flavor. The flavor designers at the Jelly Belly Candy Company make it their business to speak this sensory language, and, through a process alternately technical and zany, to suss out exactly what it is that makes those tastes—and by extension, those memories—jump. "In the flavor industry, we sometimes say one plus one equals three," reflects Lee: mix pear with orange, for example, and what you get is peach.
All Jelly Belly flavors, from toasted marshmallow to cappuccino—there are around 100 on the market at any given point—grow from ideas submitted by company employees, members of the public, retailers, and others, but the execution depends on a four-person team of food scientists, led by head of research and development Ambrose Lee and aided by the company's marketing and executive teams. Read more at www.theatlantic.com
See this Amp at http://amplify.com/u/91ic
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