In partnering with Knorr, we developed an online insights tool which helps consumers understand more about their personal flavour profile and provide them with tailored recipe recommendations. As Knorr already has over 178 years' worth of experience in the art of flavour, cognitive technology was the best fit to leverage this understanding, to identify the complex connection between flavour, our taste preferences and recipes. Interestingly, the cognitive technology that is behind the Knorr Flavour Profiler was recently designed at the Network and Information Sciences International Technology Alliance (ITA). The Cognitive Era is the next step in the application of science to understand nature and improve the human condition.