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It's Okay to Be Smart
Everything I Thought I Knew About Flavor Was Wrong
Season 13
Episode 16
What does flavor really mean? And how does it work? In this episode, Joe visits a flavor chemistry lab to meet a master flavorist and uncover how taste, smell, sound, sight, and memory combine in the brain. Along the way, he learns how flavors are built molecule by molecule—and why identical foods can taste completely different to different people.
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