Being into food - following and making it, queuing for it and discussing it - is no longer a subculture. It's become mass culture, omnipresent as music. The food landscape is more expansive and dizzying by the day. Recipes, once passed from hand to hand, now flood newspaper supplements, TV and social media. Our tastes are painstakingly engineered in food factories, shaped by supermarkets and hacked by craveable Instagram reels. Tandoh's analysis traces this extraordinary transformation over the past seventy-five years, making sense of this electrifying new era by examining the social, economic, and technological forces shaping the foods we hunger for today.