When most of us take a trip to the grocery store, we see fruits, vegetables, and spices. Terry

Measley sees chemical compounds. Clove is eugenol. Basel is methylcavacal, tarragon is estrogol.

Garlics are sulfides called trimethyl sulfide.

Ceyl, the leaf, that's transdu decennial and undescental, which is 11 carbons long and unsaturated aldehyde.

But the seed is coriander, and that's mostly linolul.

Do you just have like an encyclopedic knowledge of all these in your head?

Everybody has the capacity for this.

We have the sensitivity, and we have the ability to differentiate, but what we don't have

is the language, and that's really what a flavorist does is build that language.

Miesley sees food this way as a matter of habit.

It's his job.

I'm a master flavorist with a company called Sensient. We make natural flavors,

natural colors, and numerous other ingredients. I want to know the physiology of the plant,

of the fruits, of the meats, of the chemistry of what happens as it cooks, all that sort of thing.

You've probably seen the terms natural flavors or artificial flavors on the labels of your groceries. These flavors are products created in laboratories by people like

Measley, and they're a multi-billion dollar industry. By one measure, nearly 40% of all packaged foods sold in the U.S.,

from sparkling waters to salad dressings, contains some kind of flavoring.

What are these flavors exactly?

How are they made?

And why do we use so many of them in the first place?

The strawberry you have in your ice cream might not be the same strawberry you want in your yogurt.

This industry is built on custom solutions.

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