In "Gulp: Adventures on the Alimentary Canal," Mary Roach explores how technologists leverage the relationship between flavors and our perceptions of sweetness. By incorporating familiar aromas like strawberry or vanilla into foods, they can create the illusion of sweetness without increasing actual sugar content. This tactic takes advantage of our sensory associations and can lead to healthier food options.

While some may view this practice as deceptive, it's important to recognize its potential benefits. By allowing products to taste sweeter without additional sugar, manufacturers can address health concerns related to sugar consumption. This innovative approach to food technology may contribute to more enjoyable yet less sugary foods, benefiting consumers overall.