This is literally the question I get asked the most. Umami is the fifth taste, after salty, sour, bitter, and sweet. It was discovered later than the others by the Japanese, hence the interesting name. It has a pleasant savoury taste and translates as ‘deliciousness’. It’s associated with the flavours of meat, mushrooms, and parmesan cheese, amongst other things. As you can imagine, I think I’m pretty cool to have come up with this name for my business.