Perhaps their corporate idea of "healthier" is to used chemical ingredients to make you think you are tasting sweet, salt, or who knows what other flavor.
Now we know that just like Campbell ("m,m, Bev") Soup and others, Pepsi has now officially hopped on the Senomyx bandwagon.
Boycott any company using Senomyx. Below this article is one that tells what Senomyx is and how its made. It's not labeled and is under "artificial flavors".
Here's the new news -
http://www.flex-news-food.com Product Innovations & Scientific Developments
Pepsi from the financial pages: PepsiCo hopes to revive Quaker with new products.
Senomyx & Enter Pact to Develop New Artificial Sweet Enhancers
Source: Senomyx, Inc. 24/06/2010
June 24 - Senomyx, Inc. , a leading company focused on using proprietary technologies to discover and develop novel flavor ingredients for the food, beverage, and ingredient supply industries, announced today that it and PepsiCo, the world's second-largest food and beverage company, have signed a letter agreement and entered into an exclusive 60-day negotiation period regarding the completion of a definitive agreement for a new collaboration related to Senomyx's sweet taste technology.
The letter agreement includes key commercial and financial terms for a potential multi-year collaborative research program focused on the discovery, development, and commercialization of new artificial sweet enhancers, natural sweet enhancers, and natural high potency sweeteners for the non-alcoholic beverage category. Under the letter agreement, Senomyx will receive a payment of $7.5 million from PepsiCo. The payment, which is non-refundable except under limited circumstances, will be paid immediately and later applied to an upfront license fee if Senomyx and PepsiCo enter into a final definitive agreement.
"Senomyx shares PepsiCo's commitment to providing consumers with healthier, great-tasting products," stated Kent Snyder, Chief Executive Officer of the Company. "We are looking forward to finalizing our agreement and using our unique technology to help PepsiCo expand its product portfolio. We believe that our potential new collaboration would include a commercialization timeframe and other terms that are beneficial for both companies."
SENOMYX, SWEETER THAN SWEET; SALTIER THAN SALT; MORE SOUR...
By Robert Cohen
We are witnessing the dawning of a sci-fi food revolution. A new technology. A new food group. Amazingly, my research uncovered something nobody has ever revealed before in a column, newspaper article, or magazine expose. The next time you read "artificial flavor" on a , you should be aware that a component of that new genetically engineered may be embryonic kidney cells from aborted human fetuses.
The new high-tech artificial flavors are not flavors at all. Instead, they contain chemicals which have been engineered to fool human taste buds. Future foods will need no salt, sugar, MSG, or . Instead, sensory perceptions will become warped by modern science. Brains will taste things that are not really there. Illusions. Deceptions. Memories of taste which are now artificially induced.
J Biol Chem. 2008 May 2;283(18):11981-94.
Small molecule activator of the human epithelial sodium
channel.Lu M, Echeverri F, Kalabat D, Laita B, Dahan DS, Smith RD, Xu H, Staszewski L, Yamamoto J, Ling J, Hwang N, Kimmich R, Li P, Patron E, Keung W, Patron A, Moyer BD.
Senomyx, Inc., San Diego, California 92121.
The epithelial sodium channel (ENaC), a heterotrimeric complex composed of alpha, beta, and gamma subunits, belongs to the ENaC/degenerin family of ion channels and forms the principal route for apical Na(+) entry in many reabsorbing epithelia.
Although high affinity ENaC blockers, including amiloride and derivatives, have been described, potent and specific small molecule ENaC activators have not been reported. Here we describe compound S3969 that fully and reversibly activates human ENaC (hENaC) in an amiloride-sensitive and dose-dependent manner in heterologous cells. Mechanistically, S3969 increases hENaC open probability through interactions requiring the extracellular domain of the beta subunit. hENaC activation by S3969 did not require cleavage by the furin protease, indicating that nonproteolyzed channels can be opened. Function of alphabetaG37Sgamma hENaC, a channel defective in gating that leads to the salt-wasting disease pseudohypoaldosteronism type I, was rescued by S3969. Small molecule activation of hENaC may find application in alleviating human disease, including pseudohypoaldosteronism type I, hypotension, and neonatal respiratory distress syndrome, when improved Na(+) flux across epithelial membranes is clinically desirable.
From the Senomyx website: http://www.senomyx.com
Senomyx is re-inventing food and flavor by genetically engineering receptor cell triggers. Foods of the future will contain "flavor enhancers" which fool human taste buds into perceiving the sensations of sweetness, sourness, saltiness, and bitterness.
Remember the artificial sweetener controversies? Chemical sugar-replicating compounds are listed on . The new chemicals made by biotech companies will require no such labels. Although they are not actual flavors, they will be called "artificial flavors."
How did Senomyx accomplish the task? A (multi-hour) review of their patents reveals that it all began with the cloning of human embryonic kidney cells. Step two was a recombinant process involving the combination of genetic material from embryonic kidney cells and human adeno-virus. If I had the ability to recall ten thousand abbreviations for the amino acid sequence, plus hundreds of complex combinations of ACTG (adeneine, cytosine, thymine, guanine) I'd describe the structure to you. For those curious scientists, do a google search with the keywords 'Senomyx and patents' and the third link (bioportfolio.com) will provide more info than you need to know. See: United States Patent #5,993,778.
How far into the future will these new biotech wonders appear in our food supply? The future is now. The next time you read "artificial flavor" on a food label, pause to consider what you've read here today. Content labels should read: Embryonic kidney cells from aborted human fetuses.
Senomyx is presently developing new products with many of the world's largest food manufacturers including Campbell's and Coca Cola. In fact, if you eat Nestle's foods, your taste buds are being artificially stimulated by biotech products developed by Senomyx.
from Natural Health News -
Feb 09, 2010
If you haven't heard about Senomyx think of a flavor enhancer like MSG. The bad news doesn't stop there, but the FDA says they don't have to label it. It comes under artificial flavors. Of course, we've told all consumers never use ...
Jan 11, 2010
Campbell's is one of the biggest sodium, MSG, and Senomyx users; they aren't required to list Senomyx on the label either. Watch Your Salt And some other good information you may want to know so you understand why you need natural salt, ...
May 19, 2008
We also warn against synthetic flavorings like Senomyx that is used in place of salt. They make a similar product for sweet tastes as well. This is not required to be on labels, and may lead to damage to your taste buds. ...
Oct 21, 2009
... salt and fat (as trans-fats), as well as the addition - not mentioned by Kessler - of artificial coloring, flavorings, HFCS, aspartame and sucralose, flavor enhancers such as MSG and Senomyx all add to the problem. ...