Taste seems simple: a bite, a flavor, a judgment. But in reality, it’s a complex phenomenon involving multiple senses, culminating in a deep process within our brain. Today, neurogastronomy—the science of how we perceive flavor in the brain—shows us that what we call "good" isn’t just about the palate.
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It’s not just about the tongue: the nose plays a major role. It’s true that the tongue can identify five basic tastes: sweet, salty, bitter, sour, and umami. But if that were all, coffee and chocolate would taste the same. In truth, what we call "flavor" is largely aroma, and smell is the silent protagonist of this experience.
When we chew, the food’s aromatic molecules rise retronasally to the olfactory epithelium, located high in the nose. There, hundreds of receptors send signals to specific brain regions, creating an "olfactory image" of what we’re eating. Yale neuroscientist Gordon M. Shepherd showed that over 80% of flavor perception is actually smell. That’s why when we have a cold, everything tastes bland—our nose is out of action.
The tongue, nose, eyes, touch, and even hearing all contribute to flavor, but it’s the brain that orchestrates them. The insular area, orbitofrontal cortex, amygdala, and hippocampus work together to link flavors with emotions, memories, and context. Flavor is not just a sensory reaction, but a multisensory, emotional, and often cultural experience.
That’s why a dish eaten on vacation can seem amazing, while the same dish at home feels disappointing. Neuroscience teaches us that flavor perception is shaped by the environment, expectations, and our memories.
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Proust and the madeleine: when flavor becomes memory
In his novel In Search of Lost Time, Marcel Proust captured the power of aroma and memory. In a famous scene, the protagonist dips a madeleine into tea and is suddenly overwhelmed by a vivid childhood memory.
"No sooner had the warm liquid mixed with the crumbs touched my palate than a shudder ran through me and I stopped, intent upon the extraordinary thing that was happening to me. A delicious pleasure had invaded my senses... it filled me with a precious essence; or rather this essence was not in me, it was me..."
A few paragraphs later, he recalls its origin:
"And suddenly the memory appeared. The taste was that of the little piece of madeleine which on Sunday mornings at Combray... my aunt Leonie used to give me after dipping it in her infusion of tea."
Proust's vivid description reveals the deep connection between food and memory. Food becomes memory: the past resurfaces, held in a cookie that bridges time. We now know that the olfactory system connects directly to the hippocampus and amygdala—the brain's memory and emotion centers. That’s why certain scents can move us or instantly transport us to the past. No rational effort is needed: the aroma acts instantly and profoundly.
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Why training your nose is essential
Despite its power, smell is the sense we use least consciously. Many people can’t tell mint from basil with their eyes closed. Not because their nose doesn’t work, but because they haven’t built an "olfactory library." You can’t recognize a smell you’ve never memorized or named.
That’s where olfactory kits come in. Alongside everyday practice of paying attention to scents, these tools help build scent memory and improve tasting skills. They’re used even by professional sommeliers to reinforce the link between smells and words, sensations and concepts.
It’s a valuable exercise not only for professionals, but for anyone who wants to enjoy food more deeply.
Taste doesn’t just happen on the tongue—it’s built in the brain through the synergy of the senses and the evocative power of smell. Learning and training your sense of smell means expanding your sensory world, enriching your enjoyment of food, and rediscovering emotional depth. Behind every bite, there’s a potential journey worth paying attention to.