Flash in the Pan

I haven't used this product, but the concept seemed so inane to me: "sea salts infused with natural flavors." SaltWorks is announcing a new line of products called Fusion Salts and the CEO says "the outcome has been a tremendous -- even magical -- accomplishment." Could that be magical realism, the literary tradition in which the usual is turned upside into distorted and unreal variations? Some of the varieties include red wine, black truffle, green tea, porcini mushroom, Szechwan pepper, sun-ripened tomato, balsamic vinegar, and espresso. Espresso flavored salt? What happens if you want more of the flavor? Add more salt? Wait, combine truffle and Szechwan pepper, tomato, and red wine, and suddenly you have a dish that absorbs all water from your body and leaves you looking like a hardened sponge.

What is this mania companies have for assuming that people cannot - or should not - add any ingredients other than theirs? What's next? Chicken-flavored salt? Hold the dish, just add salt. Hmm, tastes just like ...

Labels: cooking, product, spices