Remember those bleary early feeds, as a newborn? Cradled in protective arms, you drifted off into drowsy euphoria, with sweet, viscous milk lining your toothless mouth. No, neither do I, but from the word go, baby brains start linking flavours with experiences and so our most deeply entrenched association with eating is that it is comforting. Not just for satisfying a need for fuel, but in an all-encompassing way.
Sure, as we shuffle hungrily through our mortal coils, our preferences change, but some of those early food learnings will stay with us. I, for instance, may have gone off milk before turning one year old (present me with a glass of any kind of milk and my face will curdle ), but melting milk chocolate on my tongue, coating it with sugary, dairy gloop is immensely comforting to me. Why do you think vanilla ice-cream is the world's best-selling flavour? "It is the closest adult food to breast milk," says Chris Luckhurst, head of research at the Marketing Clinic, which advises food manufacturers from Ella's Kitchen Organic baby food to Absolut vodka how to make their products appeal both practically and emotionally. Mother's milk, he says, tastes vanillic
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