Learn more about his company, <a href="https://marketingclinic.com" rel="noopener noreferrer">The Marketing Clinic</a>. Connect with Chris <a href="https://www.linkedin.com/in/chrislukehurst/" rel="noopener noreferrer">on LinkedIn</a>.
The Taste of Place podcast is sponsored by the World Food Travel Association’s Taste of Place movement. Taste of Place is a global initiative that celebrates culinary culture, food heritage, and the makers behind them. Through the movement, travelers and consumers are encouraged to connect more deeply with destinations and products through their unique flavors and traditions. Learn more at JoinTasteofPlace.org.

Some people chew their chocolate. Some people let it melt. My guest today says which one you are tells him something real about you.

Chris Lukehurst is a consumer psychologist. He works with Nescafé, PepsiCo, and Mondelēz on what he calls the shape of taste, and his argument is that eating is never one feeling. It moves. Sweet, then bitter, crisp, then dissolving. And every second of that is doing something to you.

We get into a coffee problem in the Philippines with two opposite right answers, why the wine you brought home tastes like nothing, and what's really lost when a chocolate bar stops tasting like itself.

Ep 91. Chris Lukehurst - Melter or Chewer

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