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Slate.com: "Why Is Hellmann’s Mayonnaise So Darn Good?: An investigation into the amazing qualities of a 100-year-old condiment."

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Slate.com: "Why Is Hellmann’s Mayonnaise So Darn Good?: An investigation into the amazing qualities of a 100-year-old condiment."

zippo | Jan 1, 2014 07:23 PM

excerpt:

Part of the appeal of Hellmann’s is its nonoffensiveness, its lack of off-putting flavors or textural qualities, what Jones calls its “overall approachability.” There is no taste of oxidized oil. It’s not too sweet or sour. But neither is it bland. It has personality, zing, and the inscrutable quality known as “amplitude.” In a 2010 New Yorker piece on ketchup, Malcolm Gladwell wrote that amplitude is “the word sensory experts use to describe flavors that are well blended and balanced, that ‘bloom’ in the mouth. … When something is high in amplitude, all its constituent elements converge into a single gestalt.”

 
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