Scientists believe they have discovered a "sixth taste" that could be fuelling our carb cravings.
Until now, it was believed that humans could only detect five different primary tastes: sweet, salty, sour, bitter and - added to the list seven years ago - umami (translated as "pleasant savoury taste"), but now researchers claim we're capable of tasting an extra "starchy" flavour too.
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Speaking to the New Scientist, Oregon's Dr Juyun Lim said that "every culture has a major source of complex carbohydrate" and the "idea that we can't taste what we're eating doesn't make sense".
"Asians would say it was rice-like, while Caucasians described it as bread-like or pasta-like," he explained.
While scientists were unable to find receptors in the tongue that specifically detect starchy flavours, "which means it can't currently be declared as a primary taste", Dr Lim said it would be "a useful flavour for humans to be able to detect naturally as carbs are a good source of slow-releasing energy", says the Daily Telegraph.