The aroma and texture of baked goods as they come out of the oven are strongly appealing but is a quality that is quickly lost. Since the flavour and appeal largely depend on freshness, commercial producers have to compensate by using food additives as well as imaginative labeling. As more and more baked goods are purchased from commercial suppliers, producers try to capture that original appeal by adding the label "home-baked." Such attempts seek to make an emotional link to the remembered freshness of baked goods as well as to attach positive associations the purchaser has with the idea of "home" to the bought product. Freshness is such an important quality that restaurants, although they are commercial (and not domestic) preparers of food, bake their own products. For example, scones at The Ritz London Hotel "are not baked until early afternoon on the day they are to be served, to make sure they are as fresh as possible."