Using the human genome sequence, the company says, it has identified hundreds of those taste receptors. Executives say that a taste receptor or family of receptors on the tongue or in the mouth are responsible for recognizing a taste. Senomyx, based in San Diego, uses many of the same research techniques that biotechnology companies apply in devising new drugs. 'We're helping companies clean up their labels,' said Senomyx's chief executive, Kent Snyder. Instead, they will be lumped into a broad category - 'artificial flavors' - already found on most packaged food labels. Unlike artificial sweeteners, Senomyx's chemical compounds will not be listed separately on ingredient labels. (The government recommends consumption of no more than 2,400 milligrams of sodium a day.) That would probably be cut to a little over 1,500 milligrams when the chemical is added. Now, for instance, a 103/4-ounce can of Campbell's Home-style chicken soup, which the company says contains two and a half servings, has more than 2,300 milligrams of sodium.

They can enhance or replicate the taste of sugar, salt and monosodium glutamate, or MSG, in foods.īy adding one of Senomyx's flavorings to their products, manufacturers can, for instance, reduce the sugar in a cookie or salt in a can of soup by one-third to one-half while retaining the same sweetness or saltiness. Kraft Foods, Nestlé, Coca-Cola and Campbell Soup are all working with a biotechnology company called Senomyx, which has developed several chemicals, most of which do not have any flavor of their own but instead work by activating or blocking receptors in the mouth that are responsible for taste. Several big food and beverage companies are looking at a new ingredient in the battle for health-conscious consumers: a chemical that tricks the taste buds into sensing sugar or salt even when it is not there.

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