Biting into a McDonald's french fry should be like "walking on freshly fallen snow".
Barbara Booth, the company's director of sensory science, was presiding over the fast-food giant's semi-annual french fry evaluation in the US - a contest among McCain Foods, ConAgra Foods' Lamb Weston and J.R. Simplot to cook perfect versions of McDonald's 'world famous fries'.
In an age of social media and hyper-informed consumers, the world's largest burger chain is being forced to open up about the provenance of its beef, potatoes and more.
After eighty minutes of testing, a winner was declared: Lamb Weston, which, for the second time in a row, had triumphed with a sample from its American Falls, Idaho, plant. The final score was 95 out 100 points - showing there was still room for improvement.
(Click picture to watch video)
Barbara Booth on "How McDonald's Fries are tested" (Source: Bloomberg)