In 2000, some manufacturers began offering high power quartz halogen bulbs to their convection microwave oven models, marketing them under names such as "Speedcook", "Advantium", "Lightwave" and "Optimawave" to emphasize their ability to cook food rapidly and with good browning. The bulbs heat the food's surface with infrared (IR) radiation, browning surfaces as in a conventional oven. The food browns while also being heated by the microwave radiation and heated through conduction through contact with heated air. The IR energy which is delivered to the outer surface of food by the lamps is sufficient to initiate browning caramelization in foods primarily made up of carbohydrates and Maillard reactions in foods primarily made up of protein. These reactions in food produce a texture and taste similar to that typically expected of conventional oven cooking rather than the bland boiled and steamed taste that microwave-only cooking tends to create.