3. Donuts Melt Down Quickly
Like many of our most preferred foods, donuts (yeast-raised conglomerate of wheat flour fat and sugar) melt down quickly in the mouth upon mastication. Rapid food meltdown is rewarding, first by exciting dynamic contrast (DC) and food arousal, and secondly by releasing a flood of sugars that incite the sweet taste. The donuts are perfectly coated with thick icing and carefully packaged side by side (they don’t touch).
Like many of our most preferred foods, donuts (yeast-raised conglomerate of wheat flour fat and sugar) melt down quickly in the mouth upon mastication. Rapid food meltdown is rewarding, first by exciting dynamic contrast (DC) and food arousal, and secondly by releasing a flood of sugars that incite the sweet taste. The donuts are perfectly coated with thick icing and carefully packaged side by side (they don’t touch).
There are two big dynamic contrasts in the glazed donut. First, as we have said, if you can get one warm, the activation of taste receptors (due to the heat) and the change in oral temperature (donut to mouth temperature) is a very strong DC pleasure generator. Second, KK donuts appear to be smaller and have a greater icing-to-dough ratio than others; icing, when it melts in the mouth, is another generator of DC and a major inducer of salivation (positive feedback). This double sensory whammy is hard to beat. And KK donuts don’t touch each other in the box—this prevents the icing from visual and structural damage, which would reduce the DC. Donuts that touch also cross contaminate flavor systems inducing a type of meatloaf effect where all the donuts start to taste the same. My impression after eating one is that the KK donut is merely a vehicle for ingesting the icing.
Melts in Your Mouth
Food-science professor Massimo Marcone at the University of Guelph, studied the donut meltin- your mouth phenomenon. He sensory-tested Canada’s biggest donut maker, Tim Horton’s, versus the newcomer Krispy Kreme.4 The professor discovers that the fat used in the KK donut actually had a higher amount of liquid vs. solid fat at room temperature. From a food-science standpoint, this means that once in the mouth, a KK donut melts down faster (greater dynamic contrast) than the competition. The professor suggested that donut liking is rooted in the fat
content that contributes better flavor and a feeling of fullness. Compared with most of its competitors, KK donuts appear to be richer in fat and calories and have a slightly increased caloric density (which we know the brain finds pleasurable). At 50 percent fat calories, the KK donut is very close to the average of most salty snack foods. Professor Marcone also notes that the KK glazed donut was 25 percent smaller in size than Horton’s, but had 10 more calories.
Melts in Your Mouth
Food-science professor Massimo Marcone at the University of Guelph, studied the donut meltin- your mouth phenomenon. He sensory-tested Canada’s biggest donut maker, Tim Horton’s, versus the newcomer Krispy Kreme.4 The professor discovers that the fat used in the KK donut actually had a higher amount of liquid vs. solid fat at room temperature. From a food-science standpoint, this means that once in the mouth, a KK donut melts down faster (greater dynamic contrast) than the competition. The professor suggested that donut liking is rooted in the fat
content that contributes better flavor and a feeling of fullness. Compared with most of its competitors, KK donuts appear to be richer in fat and calories and have a slightly increased caloric density (which we know the brain finds pleasurable). At 50 percent fat calories, the KK donut is very close to the average of most salty snack foods. Professor Marcone also notes that the KK glazed donut was 25 percent smaller in size than Horton’s, but had 10 more calories.
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