A Taste for Hotter, Mintier, Fruitier..

Interesting article from today's WSJ - http://online.wsj.com/article/SB1000142 ... ifestyle_5

Would you mind offering a sentence or two about the gist of the story? We're not always able to click through. Thanks.

Gypsy Boy wrote:Would you mind offering a sentence or two about the gist of the story? We're not always able to click through. Thanks.

Americans are liking their tastes much more intense these days (mint mintier, fruit fruitier, hot hotter). Gum with flavor burst crystals, Doritos with habanero, etc.

While I am glad to see people wanting more flavors, it is discouraging to see that they are mostly artificial flavors on processed foods. My four year old son had his first run in with the ice cream man this year. I got him a cherry something or other, and after a few tastes with his red mouth said "Dad this doesn't taste like cherries (I'm thinking yesss he knows what a real cherry tastes like). They taste like super sweet cherries and I like it!"

Jeff

While I am glad to see people wanting more flavors, it is discouraging to see that they are mostly artificial flavors on processed foods. My four year old son had his first run in with the ice cream man this year. I got him a cherry something or other, and after a few tastes with his red mouth said "Dad this doesn't taste like cherries (I'm thinking yesss he knows what a real cherry tastes like). They taste like super sweet cherries and I like it!"

Exactly one of the points the article makes - that amped up concentrated artificial flavors may make people less appreciative of real food flavors.

I have to chew Juicy Fruit as it's the only gum that doesn't taste like concentrated mouth-wash.

My guess is that people are searching for bigger jolts in everything because the flavor has been sucked out of most of the basic processed foods: chicken, eggs, bread, butter, vegetables, fruit, and on and on. Since we're not getting much flavor in the basic commodities (and since every other aspect of our lives seemed to be amped up as well), we're seeking more intense flavors in other things.

A few different thoughts as to cause...

1) Foodie-ism and/or globalization has expanded horizons and broadened palates, requiring new flavors which we inherently think of as 'bold' as they stand out against the familiar. (Though this doesn't explain why hot/spicy needs to become atomic.)

2) We've traded flavorful produce for a limited time for bland produce 52 weeks a year & tasty but scarce meats for mass-produced and wan, thus necessitating the addition of external or artificial flavors to replace what's lost.

3) An aging baby boomer demographic whose sense of taste will continue to diminish increases the demand for bolder/amped up flavors.

4) The general nature of people to become complacent with the old and demand new & improved.

The WSJ article reminded me of-- although I don't think it mentioned-- David Kessler's book, The End of Overeating. Kessler talks about hyped up, "tricked out" food with lots of layers added to create something one industry person called "craveability." He references food like Panera Bread's cinnamon bagel, Doritos with layers of flavor added and a lot of things on Chilis-type restaurant menus. Kessler's book isn't particularly helping me with my overeating, which runs more towards big hunks of chocolate and cheese, but I think he nailed what's going on with those processed foods.

Admittedly, the WSJ article isn't that long and I don't think it is referring only or even mainly to the Doritos/Chilis stuff. I think some of the developments it seems to be referring to are neat. I love it that you can get Thai flavored potato chips at the supermarket now.

leek wrote:Americans are liking their tastes much more intense these days (mint mintier, fruit fruitier, hot hotter).

I am utterly mystified at how this trend can coincide with the spread of such chains as Jimmy John's, which suck all the flavor out the foods they serve. I am no snob about fast-food chains, but I'm certainly seeing a rise in the aggressively bland.

Re: Hotter

I haven't been to e.leaven yet, but I just learned that they are celebrating their first anniversary with Sriracha month. Below are the special menu items, quoted from a press release I received today. I don't see any information about Sriracha month on e.leaven's web site yet.

e.leaven wrote:Week (5/31 – 6/4)

Apricot Glazed Chicken, Sriracha Infused Bacon, Boston Bibb Lettuce, Tomatoes and aioli on toasted sourdough
Sriracha panko Crusted Calamari, sliced radishes, manchego cheese, cherry tomatoes, red onion, chopped romaine with a creamy lemon vinaigrette

Weekend (6/5 – 6/6)

Crabs Benedict with Sriracha Hollandaise Sauce and a side of potatoes
Sriracha Breakfast Sandwich - Fried Egg, Mozzarella, Spinach and Salsa Mayo on Sriracha Bread

Week (6/7 – 6/11)

Crab Cake Sandwich with sriracha aoili

Weekend (6/12 – 6/13)

Sausage, Biscuits and a sriracha gravy
King Crab Frittata with a sriracha drizzle

Week (6/14 – 6/18)

Sriracha Burger with Sriracha Infused Bacon, Aged Cheddar and a side of fries
Sriracha BLT –apple smoked bacon, lettuce, sriracha infused green tomatoes and mayo on toasted sourdough

Weekend (6/19 – 6/20)

Fresh tomato, wilted spinach, portabella mushroom, scrambled eggs and sriracha goat cheese spread on a toasted baguette

Week (6/21 – 6/25)

Braised Pork Belly with Sriracha Slaw on Ciabatta
Meatloaf Sandwich with sriracha ketchup

Weekend (6/26 – 6/27)

Sriracha Fried Chicken and Waffles

LAZ wrote:

leek wrote:Americans are liking their tastes much more intense these days (mint mintier, fruit fruitier, hot hotter).

I am utterly mystified at how this trend can coincide with the spread of such chains as Jimmy John's, which suck all the flavor out the foods they serve. I am no snob about fast-food chains, but I'm certainly seeing a rise in the aggressively bland.

Maybe this aggressive affront of in-your-face "weird" flavors has a segment of the population hugging its knees, rocking despondently, and longing for the days when there were exactly two spices (iodized table salt and pre-ground pepper), and Jimmy John's and its ilk are doing brisk business catering to this market segment's timid palate?

That said, I do quite enjoy the occasional Jimmy John's sandwich...either an Italian Night Club with hot peppers, hold the mayo, or a Club LuLu with avocado instead of mayo. Sometimes some strategic blandness hits the spot