“Compellingly and comprehensively, Prescott reveals the cultural, genetic and physiological differences behind gustatory preferences. From the effects of a woman’s Kalamata olive habit on her unborn child to the uncoupling of flavour and nutrition, this is a top-notch scientific smorgasbord.”

Nature

“Prescott runs a consultancy ‘in the area of food perceptions and preferences,’ and Taste Matters offers both a detailed analysis of that area and a broader examination of the psychology of eating. For example, he looks at why young children can be reluctant to try new foods, and what strategies parents might adopt in response, before expanding his inquiry to cover cravings, aversions, the external cues and psychological motivations that prompt us to eat, and why, once we’ve started, it can be so difficult to stop. . . . [His] hybrid approach frequently makes for fascinating reading.”

The Observer

“[A] fine book.”

Daily Mail

“John Prescott guides the reader through the latest research in this complex emergent field. His style is entertaining and confident, with technical language kept to a minimum. Taste Matters should satisfy the cravings of anyone, from the scholar wanting to get a handle on the latest findings to the parent wanting to know why their children won’t eat their vegetables.”

Times Literary Supplement

“The strength of Prescott’s short book is in unpicking the complexities of our eating choices. . . . Full of fascinating detail.”

Financial Times

“An utterly absorbing account of how human food preferences are formed.”

Daily Telegraph

“I knew when Prescott’s new book, Taste Matters, arrived it would be, yes, hot. It is. As the title suggests, Prescott pulls together an enormous body of research to answer the basic questions about who likes or dislikes what and why. Evolution, culture, hedonism, disgust, inheritance, diversity and sweet, sour, bitter, salty and the mushroom-like taste of umami all play a role.”

The Australian