FOR IMMEDIATE RELEASE

New York, NY – July 8, 2024 - Flavor is a multisensory phenomenon that involves all five senses: taste, smell, sight, sound, and touch. The Multisensory Eating & Drinking Experience, a special World Taste & Smell Association presentation by Flavor expert and Director on the WTSA Board Alex Woo, explores how to create flavors based on crossmodal correspondence and neurogastronomy. This engaging webinar will delve into the intricate science behind flavor creation and how it can enhance our culinary experiences.

On July 30, 2024, at 10 am (EST), On behalf of the World Taste & Smell Association Alex Woo, founder and CEO of W2O, a leading flavor technology firm, will present “Multisensory Eating & Drinking Experience: What it is and How to Create it?” Attendees will gain a deeper understanding of how all five senses contribute to flavor, learn about the principles of crossmodal correspondence and neurogastronomy, and discover innovative approaches to creating multisensory eating and drinking experiences. Tickets are $25 and available here.

With a deep specialization in contemporary taste and smell neuroscience and state-of-the-art clean-label plant-based ingredients, Alex has revolutionized the food and beverage industry. His expertise spans sugar reduction, salt reduction, and multisensory eating experiences, making him a sought-after consultant for major food and beverage companies.

Alex's impressive career includes roles as Chief Science Officer Sweeteners for Amyris and Chief Innovation Officer for Nascent. He currently serves on the science advisory board for Olfactive Bio and Advance International, in addition to his role on the board of directors for the World Taste & Smell Association. Alex's experience with industry giants like Pepsi, Kraft, Starbucks, and Wrigley has honed his ability to lead technical teams to success. He holds a PhD in Food Science from the University of Wisconsin-Madison.

About the World Taste & Smell Association

Founded on the principles of sensory education and support, the WTSA is a pioneering organization dedicated to uniting the world of taste and smell, enriching lives by enhancing sensory appreciation, healthspan, innovation, and support across the globe, underscored by our hallmark initiatives such as the annual World Taste and Smell Day (WTSD) every September 14, the #DeliciousForAll Culinary Challenge, our research projects and partnerships with other organizations like the Museum of Food and Drink (MOFAD). These endeavors highlight WTSA’s commitment to sensory science and our dedication to community engagement and education.

For Press Inquiries:
Stephanie Feuer +1 (917) 658-0112
stephanie@WTSDA.org