THESE ARE THE FOLKS THAT KEEP YOUR MOUTH WATERING!

What are "Flavorists?"

Hey, it's Marco! It’s no surprise that processed foods and beverages are designed and engineered to taste good. But as you listen to Morley Safer interview several employees of Givaudan, the world’s largest flavoring and fragrance manufacturer, you quickly realize "that’s delicious" is not the only goal of Big Food companies. Meet the scientists who create flavors that make foods and beverages so tasty that critics say they're addictive.

 Here’s a brief part of their conversation as they talk about the creation of fruit flavorings:

Givaudan [Dawn Streich]: In our fruit flavors we’re talking about, we want a burst in the beginning. And maybe a finish that doesn’t linger too much so that you want more of it.

Givaudan [Hassel]: And you don’t want a long linger, because you’re not going to eat more of it if it lingers.

60 Minutes [Morley Safer]: Aha. So I see, it’s going to be a quick fix. And then–

Givaudan [Hassel]: Have more.

60 Minutes [Morley Safer]: And then have more. But that suggests something else?

Givaudan [Hassel]: Exactly.

60 Minutes [Morley Safer]: Which is called addiction?

Givaudan [Hassel]: Exactly.

60 Minutes [Morley Safer]: You’re tryin’ to create an addictive taste?

Givaudan [Hassel]: That’s a good word.

Givaudan [Streich]: Or something that they want to go back for again and again.

Full Video Here