The optimum amount of sugar in a product became known as the 'bliss point.' Food inventors and scientists spend a huge amount of time formulating the perfect amount of sugar that will send us over the moon and send products flying off the shelves.

I'm not asking any of you to make drastic changes to every single one of your recipes or to totally change the way you do business. But what I am asking is that you consider reformulating your menu in pragmatic and incremental ways to create healthier versions of the foods that we all love.

No matter how fast I could do it with the digital camera I don't think I would get the same thing out of it. The passion I have for formulating an idea stands alone. It is the important essence of what I do.