Why it works?

Here’s why… The human tongue can only detect 5 basic taste sensations. Sweet, Sour, Bitter, Salty & Umami. Virtually all other taste is a result of the Sense of Smell.

Since most of what people perceive as “taste” actually results from their sense of smell, a consumer’s taste experience can be enhanced by consuming beverages like water and coffee thru scented lids.

When people eat and drink, first they smell the aroma released from the food or beverage which provides an anticipation of the flavor they are about to taste. This is an innate process that has been taking place since the beginning of human existence… you can imagine that cavemen smelled their food to determine if it was safe to eat. Today, people smell their food to determine freshness and to gauge if they will like what they are about to eat. Therefore, an enticing aroma tells a consumer this is something they want to eat or drink. Next, as foods and beverages enter the mouth they release vapors that travel up through the retro nasal canal, past the nasal passages, until they reach the Olfactory Bulb where they are translated as flavor by the brain, giving the person the perception that the aroma they smell is a flavor they are tasting. Those scents are then translated as taste by the brain. These processes are called Ortho-Nasal Olfaction and Retro-Nasal Olfaction.

TASTEit4Water and TASTEit4Coffee lids further enhance the experience with ScentSational’s patent pending and Trade Secret technologies that deliver a sweet taste experience. Consumers really can get an amazing taste experience, without ingesting additional fat, calories or high levels sweeteners.

That’s why TASTEit works. When you drink water from your TASTEit4Water flavored lid, you smell the fresh fruit aromas like Lemon and Mandarin Orange and your brain gets the message you’re drinking lightly fruit flavored water. Further, since your tongue is hard-wired to taste sweet, we also add sweetness to the tip to complete the taste experience. And when you drink coffee from your TASTEit4Coffee flavored lid, you smell the fresh coffee flavors like Mocha, and French Vanilla.