If more of us valued food and cheer and song above hoarded gold, it would be a merrier world.
-J.R.R Tolkien

10 February 2010

The Fifth Taste

I think we should talk about some current issues in food on the blog and not just recipes. Today I found something that made me laugh. I happened to bump into an interesting piece of news on Yahoo pages; at Waitrose in the UK they are apparantly going to be selling a product called The Fifth Taste, basically Umami flavour in a tube. Umami refers to the savoury taste in meat, cheese and mushrooms.
This paste is made from umami-rich ingredients such as tomato, parmesan and mushrooms.

Picture from Yahoo News

I personally think it sounds really weird but if I have a chance I think I would like to try it just for a laugh, and because I'm not 100% sure what the umami flavour really is. I doubt that it will hit the supermarkets in Finland for a while though. What do you think? Would you ever try it?


  1. no doubt I would buy it and try it! Just no doubt. ....Oh, that how they make money with coolinary addicted people...

  2. Oh, unami is just the japanese word meaning savory, meaty and good taste, it is not really a new taste at all. This is really only a matter of some cultural confusion, misunderstanding and shrewd martketing. There is no need to buy a espacial tube of something for unami, just some stock cubes.

  3. Certainly umami as a concept is not new to most of us, but selling a flavour is. I'm not sure if there's any confusion or misunderstanding here but shrewd marketing, for sure!