taste training americans

"Why aren't these soups available in the States?" I asked.

"The American consumer has to be trained," Nooyi said. "We have to train Americans that gazpacho is a great, close-to-nature soup."

"Cold soups are a difficult concept for many Americans," McIntyre said. "We'll put them on a journey. We'll stretch them a little bit, and before you know it they'll go to the gazpacho. But we may have to start them with something a little bit closer and move them along as we go."

- A discussion about a new line of chilled vegetable soups being introduced in Europe by PepsiCo in this week's New Yorker

They also had this interesting article about test-tube burgers a week later.