MSG
REPOSITIONING MONOSODIUM GLUTAMATE
THE CHALLENGE
Monosodium glutamate (MSG) has been unfairly vilified as an ingredient that causes physical symptoms from heart palpitations to brain damage to cancer. Though it is popular and used frequently in Asian countries, it seems that MSG’s effects may be completely psychological, caused by public perception and a fundamental misunderstanding of what it is. No other food in the world has been the subject of so much fear-mongering and misplaced alarm. So, how might we reposition MSG?
THE STRATEGY
Rename, redesign and reintroduce MSG through packaging and marketing
THE TEAM
Juliana Valero, Liz Yap, Felix Yu, Martin Zhang
THE ROLE
Strategist
UMAMI
What is MSG, exactly? It's a naturally-occurring compound found in cheese, mushrooms, tomatoes, and other savory foods—the thing that makes them taste yummy. MSG enhances the savory aspects of umami, a category of taste known as the “fifth taste” that offers a savory meatiness. Just like sugar enhances sweetness, MSG enhances umami.
THE ESSENCE OF TASTE
Japanese chemist Kikunae Ikeda discovered monosodium glutamate, aka MSG, in 1908 by isolating the molecules from seaweed broth. He formed a company called Ajinomoto, or “the essence of taste” to begin selling MSG to the public. It was commonly used in home cooking throughout Asia and made its way to America in the 1930s. Companies including Campbell’s and Heinz started using MSG in soups, frozen dinners, and many other packaged foods to make them taste better.
WHY THE BAD RAP?
In 1968, doctor Robert Ho Man Kwok wrote a letter to the editor of the New England Journal of Medicine describing a number of symptoms he experienced whenever he dined at American Chinese restaurants— cold sweats, dizziness, numbness, and heart palpitations. He theorized that MSG was the cause. Although it was not an actual study, the idea that MSG alone led to those symptoms took off as the concept known as "Chinese Restaurant Syndrome." MSG has gotten a bad rap ever since.
SUPPORT
"You know what causes Chinese restaurant syndrome? Racism." - Anthony Bourdain
Despite years of side-eyeing MSG, world-renowned chefs support the use of MSG. Researchers have not been able to find any evidence linking it to negative side effects and the FDA and World Health Organization consider MSG a safe ingredient for consumption. It’s actually found in foods many of us love, like Doritos, yet we consume it with no ill effects.
So, how can we change people’s perception of MSG?
THE STRATEGY
RENAME, REDESIGN, REINTRODUCE
RENAME
In recent years, the term “umami” has been growing in popularity, but MSG is still vilified. Why? Partially because the name itself sounds scary and it’s not something you want to put in your food. You wouldn’t say you want a nice tall cup of dihydrogen monoxide, would you? You’d want a cup of water. So instead of monosodium glutamate, why can’t we refer to it as umami seasoning?
REDESIGN
Ajinomoto, the leading brand for MSG, already states umami seasoning on its packaging, but they insist on still using the term monosodium glutamate. But again, no one calls salt sodium chloride. Instead of focusing efforts on trying to save a tainted name that’s too far gone and causes confusion and anger, we can promote umami seasoning as the ultimate ingredient that makes flavors sing.
REINTRODUCE
Ajinomoto will reintroduce itself to the public by sponsoring events like The New York Times Food Festival and announcing the new product of Umami Seasoning. Vendors will offer the public a hands-on experience, to let people know what Umami Seasoning is and try foods using this flavorful ingredient.
In addition, influencers like Carla Lalli Music of Bon Appetit can inspire, assist, and align viewers to become potential loyal customers of Umami Seasoning by sharing recipes and educating the public on how to use it in the right amount and the right way.
