Peterson compares his rigorous approach to targeted drug discovery, but rejects the suggestion that tinkering with flavors is somehow unnatural.
"We live in a technological world," he says. "Why would you think we shouldn't investigate food?" Reducing bitterness could be as simple as processing the dough under a different level of acidity using all-natural ingredients, he notes, adding that chemistry is part of everyday life. "Many molecules have never been identified," he says, "but we've been consuming them for 20,000 years."