Never mind the fact that their secret formula is no secret. Neither are the so-called secret recipes behind Mrs. Fields Cookies and KFC. (You can have all the crispy you want. It’s the original recipe or nothing for me, please.) There are scientific means of divining food ingredients.
Still, the cachet of a purported secret formula makes for good marketing. Everyone likes a bit of mystery and exclusivity. It’s fun. And on occasion it’s a great way to get your name in the news.
Unless, that is, you happen to be Taco Bell.