Why The Future of Food Testing May Be in Your Brainwaves

About this episode

Michael Wolf discusses with Mario Ubiali how brainwave data and AI could transform food product development.

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/ Learn more about your ad choices. Visit megaphone.fm/adchoices

People in this episode

Host: Michael Wolf

Guest: Mario Ubiali

Topics covered

• food testing
• neuroscience
• brainwaves
• AI
• consumer behavior
• food innovation

Keywords

• food testing
• brainwaves
• neuroscience
• AI
• consumer responses
• food innovation

Mentioned in this episode

Organizations: THIMUS, megaphone.fm

More episodes of The Spoon Podcast

• The Rise and Fall of Brava · June 8, 2026 · 44 min
• Can Fermentation Help Save Coffee & Cocoa? · May 22, 2026 · 20 min
• Creating the Open AI of Food Robotics With Rajat Bhageria · April 28, 2026 · 49 min
• Is Brain Health Optimization The Next Big Wave in Wellness? · April 9, 2026 · 25 min
• Is AI an Enemy or Ally for Recipe Creators? · April 7, 2026 · 27 min
• Talking About Nature's Trickster Protein With Ali Wing · April 2, 2026 · 34 min