How much simpler it would be for bakers if consumers unanimously agreed that their bread had a really good taste. Unfortunately, individuals judge for themselves what is good and what is bad. Considering the diversity of bread throughout the world, it is easy to see why appreciation criteria vary from one culture to another and according to individual tastes! How can one explain the taste of bread? What mechanisms are at work in the consumer’s brain? Our discussions with semiologist Laurent Aron give some useful information for understanding this word which is present in everyone’s mouth.