March 13, 2026

Why The Future of Food Testing May Be in Your Brainwaves

46 minutes

In this episode of The Spoon Podcast, Michael Wolf talks with Mario Ubiali, founder and CEO of neuroscience company THIMUS, about how brainwave data and AI could reshape how food companies develop new products.

Ubiali explains how his company uses wearable EEG technology to measure consumers’ neurological responses to food, capturing signals around liking, familiarity, and emotional engagement that traditional surveys often miss.

The conversation explores why consumers frequently say one thing but feel another when tasting food, how neuroscience can reveal those hidden reactions, and why combining brain data with AI could create a new generation of predictive tools for food and beverage innovation.

You can find more about THIMUS at their website, https://thimus.com/

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