Arun Gupta of The Indypendent has pointed out how the food industry adds flavorings to bacon. In Asia, especially Japan, umami has belonged traditionally to the Basic (5) tastes. The adaption in the Western world allowed providers as McDonald’s various types of umami, which elicits an addictive neurochemical response.[39] “The chain lards on bacon”, which give foods a “high flavor profile” creating a “one-of-a-kind product that has no taste substitute.”[40] This led Dr. David Kessler, author of The End of Overeating, to note how the standard joke in the restaurant chain industry goes, “When in doubt, throw cheese and bacon on it.”