I dont usually eat chips, nor enjoy them... but on one long 30km day on the overland last month, i suddenly thought i smelt come CCs, and was suddenly obsessed with them. it was actually another couple eating them about 300m away and i managed to smell it!?!?
first thing i got when i came back to civilisation was a packet of CCs.. and ive been going through a pack every few days since!..... strange. I remember on another multi day hike, i we were talking about food, and the topic of nice lamb shanks popped up, then in my mind were images of lamb shanks, smell of lamb shanks, taste of lamb shanks...

if i were some food manufacturer, i'd set up little stalls along a track, giving away small free samples of what ever food, (no matter how disgusting) and then set up a proper shop near the end of the track, charging an arm and leg. hope if the psychology works, that person (like me) will end up buying that product long after the hike is finished.... just another crazy idea.