Have I got news for you! There are flavor additives available and in use now to make this bland protein taste just like a freshly grilled burger. Oodles of fast foods and processed foods employ these flavor additives to make the concoction taste palatable.

So taste problem solved. They just have to get the proper mouth feel for the petri meat and lower the cost and artificial hamburger is ready to serve.  Pass the mustard please!

From a chapter in Fast Food Nation:

www.rense.com/general7/whyy.htm

Link is a verrrrry long article.  My apologies.

Some excerpts:

“Open your refrigerator, your freezer, your kitchen cupboards, and look at the labels on your food. You'll find "natural flavor" or "artificial flavor" in just about every list of ingredients. The similarities between these two broad categories are far more significant than the differences. Both are man-made additives that give most processed food most of its taste. People usually buy a food item the first time because of its packaging or appearance. Taste usually determines whether they buy it again. About 90 percent of the money that Americans now spend on food goes to buy processed food. The canning, freezing, and dehydrating techniques used in processing destroy most of food's flavor -- and so a vast industry has arisen in the United States to make processed food palatable. Without this flavor industry today's fast food would not exist. The names of the leading American fast-food chains and their best-selling menu items have become embedded in our popular culture and famous worldwide. But few people can name the companies that manufacture fast food's taste.

“Complex aromas, such as those of coffee and roasted meat, are composed of volatile gases from nearly a thousand different chemicals. The smell of a strawberry arises from the interaction of about 350 chemicals that are present in minute amounts. The quality that people seek most of all in a food -- flavor -- is usually present in a quantity too infinitesimal to be measured in traditional culinary terms such as ounces or teaspoons. The chemical that provides the dominant flavor of bell pepper can be tasted in amounts as low as 0.02 parts per billion; one drop is sufficient to add flavor to five average-size swimming pools. The flavor additive usually comes next to last in a processed food's list of ingredients and often costs less than its packaging.

“The federal Food and Drug Administration does not require companies to disclose the ingredients of their color or flavor additives so long as all the chemicals in them are considered by the agency to be GRAS ("generally recognized as safe"). This enables companies to maintain the secrecy of their formulas. It also hides the fact that flavor compounds often contain more ingredients than the foods to which they give taste. The phrase "artificial strawberry flavor" gives little hint of the chemical wizardry and manufacturing skill that can make a highly processed food taste like strawberries.

“A typical artificial strawberry flavor, like the kind found in a Burger King strawberry milk shake, contains the following ingredients: amyl acetate, amyl butyrate, amyl valerate, anethol, anisyl formate, benzyl acetate, benzyl isobutyrate, butyric acid, cinnamyl isobutyrate, cinnamyl valerate, cognac essential oil, diacetyl, dipropyl ketone, ethyl acetate, ethyl amyl ketone, ethyl butyrate, ethyl cinnamate, ethyl heptanoate, ethyl heptylate, ethyl lactate, ethyl methylphenylglycidate, ethyl nitrate, ethyl propionate, ethyl valerate, heliotropin, hydroxyphenyl-2-butanone (10 percent solution in alcohol), a-ionone, isobutyl anthranilate, isobutyl butyrate, lemon essential oil, maltol, 4-methylacetophenone, methyl anthranilate, methyl benzoate, methyl cinnamate, methyl heptine carbonate, methyl naphthyl ketone, methyl salicylate, mint essential oil, neroli essential oil, nerolin, neryl isobutyrate, orris butter, phenethyl alcohol, rose, rum ether, g-undecalactone, vanillin, and solvent.

Although flavors usually arise from a mixture of many different volatile chemicals, often a single compound supplies the dominant aroma. Smelled alone, that chemical provides an unmistakable sense of the food. Ethyl-2-methyl butyrate, for example, smells just like an apple. Many of today's highly processed foods offer a blank palette: whatever chemicals are added to them will give them specific tastes. Adding methyl-2-pyridyl ketone makes something taste like popcorn. Adding ethyl-3-hydroxy butanoate makes it taste like marshmallow. The possibilities are now almost limitless. Without affecting appearance or nutritional value, processed foods could be made with aroma chemicals such as hexanal (the smell of freshly cut grass) or 3-methyl butanoic acid (the smell of body odor).

The McDonald's Corporation most likely drew on these advances when it eliminated beef tallow from its French fries. The company will not reveal the exact origin of the natural flavor added to its fries. In response to inquiries from Vegetarian Journal, however, McDonald's did acknowledge that its fries derive some of their characteristic flavor from "an animal source." Beef is the probable source, although other meats cannot be ruled out. In France, for example, fries are sometimes cooked in duck fat or horse tallow.

Irene