An area which, in my opinion, is ripe for revolution is that of flavours. As I explained earlier, flavours are still figurative, to borrow a term from the visual arts. The bases sold by flavour companies (all major fragrance companies have a flavour wing) have names like 'lemon', 'grapefruit', etc. Things are not as simple as they seem, however, and some corners of the flavour world look more like fragrance. For one, chocolate has always been flavoured with vanilla, which for the last hundred years has meant synthetic vanillin and ethylvanillin. For another, the most successful mass-market edible of all time, Coca-Cola, is as abstract a composition as any in classical perfumery. I defy anyone outside the industry to name more than one ingredient in Coke flavour. In fact, I would say that it is precisely the abstraction of Coke that has made it so successful.
Abstraction in flavours is not new: haute cuisine arguably begins where you cease to understand how things are made.
* OMG I want to have him over for dinner and just revel in his wit and greedy curiosity.
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