Smell this column and remember well
In Barcelona, an ice-cream company is using the science and art of mixing aromas to make ice-cream flavours custom-made to trigger memories. Mama Heladera's founder Irene Iborra is a master memory releaser. Using neurogastronomy - the study of fla...

In Barcelona, an ice-cream company is using the science and art of mixing aromas to make ice-cream flavours custom-made to trigger memories. Mama Heladera's founder Irene Iborra is a master memory releaser. Using neurogastronomy - the study of flavours and how they affect cognition and memory - Iborra can trigger, among many other smellscapes, aroma-memories of pine needles, maple syrup and wintry snow. We're still in the beta stage. But if you want a memory of the smell of your grandmother's cooked breakfast with a dash of AIR's signature tune, let us know. And do hold your breath, until you inhale this column again tomorrow.
The Economic Times Business News App for the Latest News in Business, Sensex, Stock Market Updates & More.