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More “breathable foods” weirdness

Posted on December 4, 2012 by DebbieN

A couple of days ago, Entertainment Tonight posted a new video tidbit on “breathable” food  from the same Harvard professor, David Edwards, who invented the AeroShot “breathable caffeine” cartridge that has drawn some serious FDA attention of the negative sort.

ET’s anchor breathlessly posed the  question, could this become The Next New Diet Fad in Southern California, when what the LeWhaf vaporizer was invented for was the “aesthetic experience” of breathing food flavors. This according to Edwards, whose Paris-based design lab, Le Laboratoire (names aren’t really his thing?) offers a number of vaporized cocktails at a small sit-down bar.

When I wrote about the first set of inventions, I said I thought it might be an interesting molecular gastronomy-style taste experiment (at least if the flavors were something more sophisticated than “lime,” the flavoring in the AeroShot cartridge), depending on what was being used to create and propel the vapor.

The ET video presents an interview with a young up-and-coming chef who’s offering cocktails of various kinds served in the Le Whaf vaporizers–to be inhaled through a special straw. The accompanying visual looks, frankly, like someone about to use a bong or snort a line of coke, but that could just be the way ET’s camera crew are used to shooting bar scenes…

The chef they interviewed doesn’t serve these vaporized cocktails, not all of which are standard drinks in the daily repertoire (some of them look like beef broth) as a low-cal diet offering but rather as a sideline to enhance some other dish. Very molecular gastronomy. Still he concedes, when pushed, that he can’t see how it would have calories.

(From his doubtful expression, they must have edited out the part where the Barbie Doll reporter shoved a mike in his face repeatedly and insisted with desperation that the vapor must make it calorie-free, it just MUST. She’s the one who tried the AeroShot caffeine spritzer on-camera in the studio to demonstrate the concept, and quickly uttered the dutiful “Mmmm”,  but the video jumped at that point, so I wonder if she really sampled it or not. At least she didn’t start coughing…unless they cut that part too…)

And yet I wonder if ET hasn’t hit on something here–no, not the diet fad. One can’t live on pâté-flavored air alone. One must also vaporize some champagne to go with it, preferably Krug. Could possibly clog the nozzles otherwise.

No. In the frenzy to discover the new French technology that magically removes all calories, ET seems to have let the chef describe the mechanism at the bottom of the vaporizer. Here you are, at a cocktail bar, leaning over the open mouth of a carafe, straw in mouth, ready to inhale cocktail-flavored vapor…produced, about 12 inches from your face, by three ultrasound probes at the bottom of the carafe. Continue reading →

Filed under: Eating out, Food Politics, Food TV, haute cuisine, Odd food, Oddities, unappetizing, wine | Tagged: , , , , , , , , , , , , , | Comments Off on More “breathable foods” weirdness

FDA: Not such Breathable Foods

Posted on April 20, 2012 by DebbieN

Following on NY Senator Charles Schumer’s request last December, the FDA has sent a Warning Letter to Breathable Foods, Inc. for its marketing of the AeroShot caffeine inhaler, which commits a multitude of violations against law and common sense. It’s kind of a long letter, and I hope I’m not the only one here who enjoyed every word as the officer meticulously spells out the difference between inhalation and ingestion in great glottal and epiglottal detail. Just to clarify so they understand that breathing and swallowing aren’t interchangeable to most people.

As I noted earlier in this case, the inventor, David Edwards of Harvard, and the young student who became CEO for the company, Thomas Hadfield, have both seemingly been operating on the blithe assumption that if they didn’t think about safety for more than a few dismissive minutes, neither would anyone else. Unfortunately, given the breadth of the mostly unregulated “dietary supplements” market, they may be partly right. If they weren’t both so high-profile, they might not have been noticed so quickly.

As it is, I would be very surprised if by this time next year, the product, the CEO, or the professor himself weren’t gone with the wind.

Filed under: Food Politics, Oddities, unappetizing | Tagged: , , , , , , , , | Comments Off on FDA: Not such Breathable Foods

Whif? Whaf? The Wonka of breathable food faces FDA review

Posted on February 21, 2012 by DebbieN

It looks like a sleek, avant garde  lipstick or  a purse-sized cologne atomizer–one designed by Halston or Calvin Klein. Atomizer is the right word. Only these AeroShot canisters, which got their start at Harvard’s The Laboratory Art/Science project under David Edwards and became available in the US last fall, are packing “breathable caffeine” (plus a couple of B vitamins).

The previous model, aka “le Whif”, packs “breathable” chocolate powder. It was a moderate success in Paris, where Edwards’ Bauhaus-like other lab center (named Le Laboratoire) produced and promoted the experimental chocolate inhalers as an aesthetic experience at celebrity events, and in London, where its spinoff company Breathable Foods now holds court.

Where did this strange, possibly ludicrous idea come from, that it’s a better aesthetic experience to inhale a shpritz of caffeine (please note: flavorless though with a kick, and definitely a drug-I-have-worked-with-in-the-lab-because-it-blocks-G-protein-coupled-receptors) than drink a long, hot cup of intense coffee while reading this blog and contemplate the degree to which your barista still favors you by regarding the temperature and the decoration in the steamed milk foam served on top? Why is it better to puff a little chocolate-flavored powder on your tongue than eat actual chocolate? Somehow, I don’t think the “calorie-free” argument really plays into the decision very strongly, so what’s driving this?

Do we not still have taste buds? Do we not long to extend our coffee break as far from our cubicles as it will stretch? Do we really want our hearts to suddenly kick into overdrive after we have to get back to the office, just when we’re stuck behind the counter, attempting to explain that glitch in the irate customer’s bill? For that matter, do we really want to ingest B vitamins with our caffeine? Or figure out which recycling bin the little plastic aerosolizer goes in when it runs out? Will the aerosolized flavors or food components even still be interesting if we have a stuffy nose?

Do we want to miss out on the gustatory satisfaction of real food?

In the public demos for Le Whif, (according to Edwards’ book, anyway) the French surprisingly enough didn’t mind the fact that many of the chocolate inhalers didn’t work well, or that they started coughing whenever the chocolate powder went the wrong way. They didn’t mind being used as impromptu guinea pigs–or perhaps realize that they were–despite the fact that these products were being tested informally and some of them demonstrated the adverse health risks right away, and that just possibly breathing chocolate-flavored particulates into your lungs might not be all that smart, particularly if you have asthma.

These things obviously didn’t bother the French too much. The packaging was chic, the concept ultramodern, and the activation gestures analogous enough to lighting up a (now-forbidden) cigarette with one’s coffee at a sidewalk café table. And, so the company promised, it was a calorie-free chocolate experience.

Even more surprisingly, it didn’t really matter what kind or quality of chocolate was in the little gadgets, or how it actually tasted in comparison with ordinary solid chocolate. This was closer to participating in Modern Art, or at least in fashion’s idea of modern art. Like a visit to the now-closed El Bulli, which paired some dishes with a side beaker of aromatic vapor, only much less expensive, disposable, and with a simple popular flavor everyone understands. Molecular gastronomy for the common man. Or woman.

Americans of my generation–which also happens to be Edwards’–are a little less sure than the French about the chic value of shpritzing odd substances onto one’s tongue, much less as a high-class cultural or intellectual activity. Our references include tacky mouth spray breath fresheners (made fun of in numerous movies and tv shows over the decades), Bic lighters, Pez dispensers, and asthma inhalers. Kind of low on chic.

So Breathable Foods found the right marketing paradigm–“buzz”–for its target audience:  college students cramming at exam time, athletes who want that Continue reading →

Filed under: books, Desserts, Diabetes, Eating out, Food Politics, haute cuisine, Odd food, Oddities, shopping, unappetizing | Tagged: , , , , , , , , , , , , , | 2 Comments »