Of the three chemical senses, smell is the main determinant of a food item's flavor. Five basic tastes – sweet, sour, bitter, salty and umami (savory) are universally recognized, although some cultures also include pungency and oleogustus ("fattiness"). The number of food smells is unbounded; a food's flavor, therefore, can be easily altered by changing its smell while keeping its taste similar. This is exemplified in artificially flavored jellies, soft drinks and candies, which, while made of bases with a similar taste, have dramatically different flavors due to the use of different scents or fragrances. The flavorings of commercially produced food products are typically created by flavorists.