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The Extraordinary Science of Addictive Junk Food

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Frito-Lay had a formidable research complex near Dallas, where nearly 500 chemists, psychologists and technicians conducted research [...] on questions of crunch, mouth feel and aroma for each of these items. Their tools included a $40,000 device that simulated a chewing mouth to test and perfect the chips, discovering things like the perfect break point: people like a chip that snaps with about four pounds of pressure per square inch.

http://www.nytimes.com/2013/02/24/magazine/the-extraordinary-science-of-...