Perception is important in how you taste things; you taste what you expect to taste, more or less. Which is why wearing a big VR helmet can change how you taste a bland cookie.
Meta Cookie was created by researchers at the University of Tokyo, and it's comprised of a big old helmet and a scent-o-meter to trick your nose as well as your eyes. And it seems to work pretty well.
Hell, I hope they're able to turn this into a marketable product. Eating saltines that you trick yourself into thinking taste like steak is a much cheaper proposition than actually eating steak, no? [Discoblog via io9]