NARRATOR: On average we spend 6 years eating. Chomping through 60 tons of food. The same weight as an adult sperm whale.

RICHARD AMBROSE: (BURP)

JONNY PHILLIPS: Rich, it's in a lifetime, not one sitting.

RICHARD AMBROSE: One.

JONNY PHILLIPS: No, don't do it to yourself.

RICHARD AMBROSE: They're so good.

JONNY PHILLIPS: Oh no.

NARRATOR: The reason we enjoy gorging ourselves is because food tastes so nice. And the thing that helps you taste is actually your nose.

RICHARD AMBROSE: When you chew food, vapor is released up the back of the nose, in a process called retro-nasal olfaction. Basically it fools you into thinking you're tasting a flavor, when actually you're smelling.

JONNY PHILLIPS: And we've set up a little test to demonstrate this point.

NARRATOR: We're going to get Richard to drink from 3 beakers containing 3 different liquids wearing a nose clip.

RICHARD AMBROSE: Does my nose look big in this?

NARRATOR: So, what does he think is in beaker 1?

RICHARD AMBROSE: I have no idea what that is. Er, it's wet.

JONNY PHILLIPS: Anything, anything coming through?

RICHARD AMBROSE: Mildly citric, maybe lemon.

NARRATOR: Beaker 2.

RICHARD AMBROSE: I'd say that's squash because it's quite a strong flavour.

NARRATOR: And beaker 3.

RICHARD AMBROSE: Ooh that's quite sour. Lemon.

JONNY PHILLIPS: OK. Take the nose clip off please. And just quickly taste them in order again.

RICHARD AMBROSE: That's cold tea.

RICHARD AMBROSE: Orange juicy squash isn't it.

JONNY PHILLIPS: You got that one right.

RICHARD AMBROSE: Yes yes. And this one?

JONNY PHILLIPS: You guessed lemon juice.

RICHARD AMBROSE: Uur, uur.

JONNY PHILLIPS: Ha ha, and it is malt vinegar.

RICHARD AMBROSE: Ur.

NARRATOR: Now the boys are going to design their own food and subject it to scrutiny from professional food tasters. These people have made a career out of eating. They're paid by food manufacturers to give early feedback before a product is launched. And it's their heightened sense of taste that can make or break a new snack.

JONNY PHILLIPS: We're going to make our own flavoured crisps using these special powders. What do you fancy?

RICHARD AMBROSE: Er I don't know.  Cola crisps possibly. We need to revolutionize the flavors of crisps.

JONNY PHILLIPS: Brown pickle is my first choice.

RICHARD AMBROSE: [ICD] Tutti Frutti. That sounds like a classic to me I tell you.

JONNY PHILLIPS: Okey dokey.

RICHARD AMBROSE: I'm going for aniseed and Mediterranean herbs. Tastes good!

NARRATOR: With such strong artificial flavours only tiny amounts are required for explosive results.

RICHARD AMBROSE: Hmm, I might skip, I might skip on those.

NARRATOR: But what about Jonny's tutti frutti and pickle flavor? It's time for the tasting panel to apply their professional tastebuds to the boys' crisps. What on earth will they make of the weird flavours? First up is Jonny's horrific sounding tutti frutti and pickle delight.

JONNY PHILLIPS: Here we go. The crunch.

Q OOV: Do you like it?

PANEL MEMBERS: No. No. Too much confusion on the flavors. Unpleasant flavor.

RICHARD AMBROSE: Jonny...

JONNY PHILLIPS: Did he say it's unpleasant?

RICHARD AMBROSE: Yes.

JONNY PHILLIPS: How dare he.

NARRATOR: And now it's Richard's turn to face the panel.

RICHARD AMBROSE: All right, here we go.

Q  OOV: First reactions?

PANEL MEMBER: I quite like it.

RICHARD AMBROSE: Hey.

JONNY PHILLIPS: No! I don't believe it.

PANEL MEMBER: Is it rosemary or something like that?

RICHARD AMBROSE: I balanced it, you see, I balanced those herbs.

Q OOV: Would you buy it?

PANEL MEMBERS: No. No. No.

NARRATOR: Sorry boys. When it came to the crunch you just didn't have what it takes.