The “Dorito effect” is a term used to describe how artificial flavours and additives have transformed the food industry, fundamentally changing the way we perceive and crave food. It was popularized by journalist Mark Schatzker in his book, The Dorito effect: The surprising new truth about food and flavour. This phenomenon explains how synthetic flavours are used to amplify the taste of processed foods, often making them more appealing and addictive than their natural counterparts.
