It's not the taste, it's the smell

Aromas released while chewing satiate appetite

Chewing many times before you swallow a bite of food seems more than just good motherly advice to prevent choking. Researchers in the Netherlands have found that food aromas released while chewing work to satiate appetite. Basically, the molecules that make up aroma activate the brain to encourage a sense of fullness. They suggest that in the future, food could be developed that contains more powerful aromas as a way of curbing obesity.

Science Daily

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