Whiffy

I have been banging on about the power of smell as a great marketing tool for eons. I always thought that the Orange mobile stores would benefit from having the smell of oranges whafting through them. So, finally someone has developed the ideas of olofactory 'food like' experiences from early 2000's into a viable product. Enter, Le Whif which goes on sale later this month and comes in four flavors: mint chocolate, raspberry chocolate, mango chocolate, and plain chocolate.

It looks like a small, sleek aerosol can in brown and pink and can be tucked away for a secret whiffing binge!

Harvard professor David Edwards, lead inventor of Le Whif, says: "Over the centuries we've been eating smaller and smaller quantities at shorter and shorter intervals. It seemed to us that eating was tending toward breathing, so, with a mix of culinary art and aerosol science, we've helped move eating habits to their logical conclusion. We call it whiffing."( I can't help but think that this name was not developed by an English person!) It was developed at the Foodlab at Le Laboratoire, in central Paris.

I have a sneaky feeling that anyone with an eating disorder will suddenly arrive in paradise with just a couple of inhalations. This could be dangerous...