The Sociology of Business

The Sociology of Business

The return of umami

Neo-umami is here, but you gotta work for it

Ana Andjelic's avatar
Barr Balamuth's avatar
Ana Andjelic and Barr Balamuth
Jun 05, 2025
∙ Paid
No photo description available.

Umami is a category of taste in food, besides sweet, sour, salt, and bitter, corresponding to the flavor of glutamates. Also identified as “fifth taste,” umami is known for its slow-release savoriness that chefs chase because it lingers long after sweet, salty, sour and bitter have clocked out. Emily Segal, a brand strategist and author, and co-founder …

User's avatar

Continue reading this post for free, courtesy of Ana Andjelic.

Or purchase a paid subscription.
Barr Balamuth's avatar
A guest post by
Barr Balamuth
cultural strategist and brand marketer at parallel play https://parallel--play.com/
Subscribe to Barr
© 2026 Ana Andjelic · Privacy ∙ Terms ∙ Collection notice
Start your SubstackGet the app
Substack is the home for great culture