"Pepsi is trying to disprove the old adage that the better something tastes, the worse it is for your body.
According to Ad Age, the soda giant is working with the biotech company Senomyx to produce a "taste modifier" that would essentially tell your taste buds they are receiving more sugar than they actually are.
Though the taste modifier ingredient is still awaiting regulatory approval, Senomyx chairman and CEO Kent Snyder estimated in a conference call with investors that it would allow beverage makers to reduce sugar by up to 50% without losing any sweetness."
I wonder if this is another Olestra (artificial fat) or will it have negative side effects like artificial sweeteners.
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