The Atlantic Food Blog wrote Sweet Memories: How Jelly Belly Invents Flavors "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. "
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