The nagging question of which is better, Coca-Cola or Pepsi-Cola, sprang from an earlier, more basic question: Can anyone tell the difference?
Professor Nicholas H Pronko and colleagues at the University of Wichita, Kansas, conducted a series of experiments in the 1940s and 1950s. They wrote five studies that brought rigour, sophistication and cachet to the testing of Coke/Pepsi taste-discrimination….
So begins this week’s Improbable Research column in The Guardian.