Why Does Bubblegum Taste So Good?
From childhood memories to brain chemistry, explore the surprising reasons bubblegum flavour is so irresistible.
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In this edition of the Five Whys, we answer my seven-year-old's question about bubblegum and her curiosity about why it tastes so good.
I find the bubblegum flavour rank, but millions of you must like it because bubblegum-flavoured drinks, sweets, and even ice cream exist, so there is undoubtedly a market for it. In 2020, just in chewing gum alone, 160 million people in the US used chewing or bubblegum. The story of bubblegum is rooted back in 1906. Frank Fleer developed a product called Blibber Blubber, which was a flop, and it wasn't until Walter Diemer rediscovered the recipe in 1928 and mixed it with latex, then added the fruity flavour to make bubblegum.
The whole question came about because my partner was asked to make a birthday cake with a difference. The cake for someone's 50th birthday celebration featured a blue cake sponge, a space raider image on the top and bubblegum-flavoured butter icing.
After trying a sample of the butter icing, my daughter jumped up and said, "Daddy, I have a Five Whys idea for you" - "Why does bubblegum taste so good?"
So rather than disappoint, this edition of the Five Whys will explore why so many of us like the sweet taste of bubblegum.
Why #1: Why do people like bubblegum flavour?
The fact that so many like bubblegum is more than because "it tastes nice". Bubblegum is a rich flavour that blends fruitness and sweetness, and it plays right into our preferences for tastes that are deep-rooted and developed over centuries. Finding sweet, ripe fruit was good when our ancestors roamed the earth. Bubblegum boasts both attributes, which is why many love the flavour. The flavour is a mix of strawberry and banana and is more of a scent than a flavour. Our taste perception is through taste and smell, which is more dominant. This is why artificial flavours focus on our smell rather than taste.
Why #2: Why is sweet and fruity appealing?
Sweetness often signified food was safe and packed with essential energy for survival. The fruit part of the equation is because fruit in nature is almost always sweet. Bubblegum recipes cleverly combine both elements, creating a good and safe flavour profile. (though we can agree it's neither). However, hacking into this survival mechanism is excellent for sales because the flavour is enjoyable. Whilst it might not be required for survival, eating pleasurable foods does make us feel good.
Why #3: Why do enjoyable foods feel good?
When we eat enjoyable food, it releases our good mood messenger, dopamine. Dopamine is a neurotransmitter that is often called the 'pleasure chemical' in the brain. The surge of dopamine creates a feeling of satisfaction. Once satisfied, we feel encouraged to seek out the same flavours again. This is the foundation of our reward system and was key to humans' survival. This is also why food manufacturers have hacked the food chain with artificial flavourings, which has increased cravings and sales.
Why #4: Why do brains have reward systems?
Reward systems have been fundamental to our success as human beings. They motivate us to strive for more and help us find food, form new social bonds, and reproduce. The reward system works because we feel good, reinforcing the behaviour to repeat it. Eating enjoyable food isn't just nice. It is part of our survival. A brain that felt good after feeling nourished would likely seek them out again. This is why a good meal still feels satisfying today because of this reward system.
Why #5: Why is sweetness beneficial for survival?
Nutritious food is key to survival, but why are we drawn to sweetness, and what role does sweetness play in our survival? Since our early ancestors, life has required energy. Despite only 2% of our weight, our brain uses roughly 20% of our energy needs, so reliable energy sources are needed. Sweetness is a good indicator of carbohydrates. These are the sugars in food. Carbohydrates are easily broken down by the body and converted into a readily available energy boost. Unlike our sources of energy like fats or proteins, carbohydrates offer an immediate source of energy for hunting, gathering, and even escaping predators. Sweetness is the fuel to staying alive.
In Summary...
Bubblegum is a combination of sweetness and fruitiness. This combination taps into the primal instincts of survival. Fruit provides a nutritious and enjoyable source of food while also being sweet. Sweetness indicates a source of carbohydrates that can be easily converted into instant energy for survival.
Bubblegum will do neither of these things; it might be sweet and fruity, but it is not a source of nutrition. However, understanding its science has allowed food producers to create cheap, low-quality foods that provide satisfaction and leave us craving for more, which is why bubblegum tastes so good.
So what started as a question from my daughter about bubblegum icing, although I am not sure she needs the full evolutionary neuroscience just yet, perhaps understanding what flavours captivate us is the first step in making better choices in what we eat, even if the brightly coloured treats are shouting our names.
Thank you for reading. Stay curious. Please like, subscribe, and comment to stay updated on my latest articles.
Matt