Where's that flavor hiding?

April 18, 2007 9:43 AM

What's the original of the phrase "that's where the flavor is hiding"?

The first time I remember hearing the verb "to hide" used to describe "flavor" was in the episode of Aqua Teen Hunger Force (Oct. 2003):

http://www.tv.com/aqua-teen-hunger-force/revenge-of-the-trees/episode/271074/summary.html

What's the first known usage of this phrase, or more acurately when did "flavor" first "hide"?

posted by 2bucksplus to Media & Arts (4 answers total)

Best answer: Seinfeld?

Episode #907, originally Aired: November 13, 1997

[5A. Kramer is slicing meat with a meat slicer. Jerry comes in.]

Kramer: Hey, our meat problems are solved.

Jerry: Where did you get this thing?

Kramer: I traded it to my sausage press. Look how thin that is, see that's all surface area. The taste has nowhere to hide.

[Elaine comes in.]

Elaine: Hey.

Kramer: Hey, spice. [gives Elaine a piece of meat.] Welcome to flavor country.
posted by iviken at 10:14 AM on April 18, 2007

And you've heard this phrase somewhere else since?
posted by jjg at 10:58 AM on April 18, 2007

Response by poster: Yes - seems like I hear it more and more often, just google "flavor" and "hiding" and you'll see many examples. Even more if you try derivatives like "taste" "hide" "hidden", etc. It seems like it is a relatively new phrase, and it sounds odd to my ear so I wanted to know if there was an origin to the expression.
posted by 2bucksplus at 11:09 AM on April 18, 2007

I keep thinking back to the old Folgers coffee commercials. They used to advertise Folger's "flavor crystals" and go on about how the fresh brewed coffee flavor was hiding in them (as they showed them sparkle). Can't find the commercial I'm thinking of on youtube though.
posted by miss lynnster at 11:24 AM on April 18, 2007