The article: “Retronasal Aroma Release and Satiation: A Review” in ACS’ Journal of Agricultural and Food Rianne Ruijschop and colleagues discuss the possibility of using aroma to generate the feeling of satiety and fullness. Possible areas of use would be to reduce the capacity to overeat by triggering satiation, something they consider essential in combating obesity. While there are no large studies of good quality specific to their hypothesis, the article might be of great interest to the weight loss industry as Americans alone spend about $33 billion and $55 billion dollars annually trying to shed some pounds.