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Friday, February 12, 2010

Taste No.5™- U-mamma!

It's the secret 'ingredient' that sets tongues wagging

Taste No. 5™ is the exquisite new paste by Laura Santtini which can transform even the blandest of meals into something truly extraordinary. Based on the notion of the fifth taste of ‘umami’, this secret pioneering recipe contains many inches of unadulterated deliciousness.

The existence of the umami taste was first discovered early last century by the Japanese and has only recently been accepted by Western scientists. By no means limited to Japanese cuisine, umami is a borrowed word which roughly translates as ‘deliciousness’. In the simplest of terms umami refers to the things that make us go ‘mmmmm’. Scientifically speaking however it is the intensely savoury taste imparted by glutamates and five ribonucleotides which occur naturally in many foods such as meat, fish, vegetables and dairy products. Previously only sweet, sour, salty and bitter tastes have been universally recognized. Now an umami receptor has also been found on the tongue – cleverly hidden away inside the receptors for sweetness – leading scientists like Dr John Emsley of the Royal Society of Chemistry to acknowledge its importance in taste sensation.

Laura Santtini has long been fascinated with umami and, after much research into the subject, dedicated a section of her cookery book - Easy Tasty Italian – to how different ingredients can be combined to maximise the potency of the end result. Taste No. 5™ is the result of her combining the most umami-rich Italian ingredients such as tomato, Parmesan cheese and porcini mushrooms into a single paste that can be simply rubbed, squeezed or spread for explosive U-mamma results.

Designed to become your favourite squeeze, Taste No. 5™ adds depth to sauces, gravies and risottos. It can be added as a flavour bomb to anything from grills, roasts and bakes to pastas, soups and stews or simply used on its own as a condiment for panini, crostini and dressings.

Taste No. 5™ is part of the Easy Tasty Magic™ range, Laura’s spellbinding collection of transformational scratch cooking preparations. With a little abracadabra, Easy Tasty Magic™ empowers cooks of all levels with spectacular kitchen wizardry.

The Easy Tasty Magic™ range available from Selfridges Food Halls, Waitrose and Booths stores nationwide is the perfect compliment to any kitchen. A little squeeze goes a long way.

Laura Santtini, who ran her parents’ Belgravia restaurant Santini for 8 years, is a long standing consultant to Selfridges. Her Selfridges’ Credit Crunch Chocolate made headlines the world over. Aside from writing her book, Easy Tasty Italian, and developing her own product range, Easy Tasty Magic™, Laura is developing a new Selfridges’ own label herb and spice range.

Editors Notes

Taste No. 5™
60g tube £2.99


Selfridges – London, Birmingham, Manchester Trafford & Manchester Exchange Square
Selfridges Enquiries: 0800 123 400

Waitrose – nationwide from 15 February 2010

Booths – nationwide from March 2010

Press Contact

Sarah Canet
Spoon PR
Telephone: +44 207 610 9821
Email: sarah@spoon-pr.com


Alice Stanners
Spoon PR
Telephone: +44 207 610 9821
Email: alice@spoon-pr.com


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