Just for a fact: In the year 2001 Americans spent more than $110 billion on fast food, that is more money spent on fast food than on movies, books, magazines, newspapers, videos, and music- combined.
Fries are designed to begin disintegrating the moment they hit the tongue, in order to deliver a hit of salt and grease as fast as possible, causing the pleasure centres to light up and the brain to lock in the pattern.
Fries was introduced to the people of America in cheap by McDonald’s. Their fries has long been praised by customers, competitors, and even food critic. Their distinctive taste does not stem from the type of potatoes that McDonald’s buys, the technology that processes them, or the restaurant equipment that fries them. The taste of fast food fry is largely determined by the cooking oil. For decade, McDonald’s cooked its french fries in a mixture of about 7 percent cottonseed oil and 93 percent beef tallow.
Amid a barrage of criticism, McDonald’s switched to pure vegetable oil in 1990. This presented them with an enormous challenge: how to make the fries that subtly taste like beef without cooking them in tallow. Have a look around products(edible…obviously) in your house and you’ll find them containing a mysterious item: “natural flavor”. That ingredient helps to explain not only why the fries taste so good, but also why most fast food tastes good.
This “natural flavor” is present in just about every product we eat. This man made additive gives most processed food its taste. Packaging or appearance maybe important for sale of product at first, but subsequent purchases are determined mainly by its taste. The flavor industry is probably the only industry that works discreetly and doesn’t want to be as famous as its clients. The discretion is maintained to protect the reputation of beloved brands. The fast food chains, would like the public to know that the taste originates in their restaurant kitchens, not in factory far away from their kitchen.
International Flavors & Fragrances (IFF) is the world’s largest flavor company. It is not easy to get into their HQ, as you might reveal the chemical secrets of their products or you may well disclose the name of their clients. Their manufacturing hub is responsible for flavors of products ranging from pet foods, ice-cream to mouthwashes and toothpastes. In addition to being the world’s largest flavor company, IFF manufactures the smell of few of the best-selling perfumes. It also makes smells the smell of few of the household products like deodorant, shampoo, etc. The process of manufacturing these smells is same overall.
The aroma of food can be responsible for as much as 90 percent of its flavor. We are limited in terms of detecting taste by our tongue, full sense of the deliciousness can only be measured by our olfactory system, which can perceive thousands of different aromas. Anything we eat releases its volatile gases and it flows out of our mouth and into the nostrils. Our brain combines the smell perceived by the food we eat and adjudges it.
Ray Kroc has emphasised the importance of fries to his restaurants. Kroc called it “sacrosanct”. He knew what he was doing when he brought this item to his menu and invested in modernizing its preparation. This can only be measured by the product's success.
Basically, what we consume while we eat fries is month old frozen potato(heated in vegetable oil) along with the artificial aroma. The way it is manufactured doesn’t seem healthy, but it tastes good, right?