Why does tomato juice taste better at 30,000 feet?

By Michael Gebicki
February 25 2017 - 12:15am
Many passengers swear tomato juice tastes better at cruising altitude. Photo: iStock
Many passengers swear tomato juice tastes better at cruising altitude. Photo: iStock

Taste is subjective, but many flyers who would never touch tomato juice at ground level swear it's their preferred drink in-flight. When Lufthansa realised it was serving 1.7 million litres a year to its flying customers, almost as much as the beer it was pouring them, it called in researchers to investigate.

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