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Senomyx Incorporated
Soda of future designed to trick taste buds into sweet submission
Soda of future designed to trick taste buds into sweet submission

The future of the soda industry may end up looking a lot like a science-fiction movie. It will involve the loss of real ingredients and the creation of virtual substances meant to manipulate and trick the mind.  PepsiCo is working with Senomyx, a biotech company based in San Diego, to create a taste modifier. The modifier is called S617 (I told you it sounded like a sci-fi movie), and it is designed to make you think you're tasting more sugar than the actual amount in your drink.  This robot-sounding substance is a modifier designed to bind to "receptor cells" on taste buds that detect flavors to increase taste sensation. According to a Senomyx conference call,...

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