The subjective measurement of food texture and the objective measurement based on a rheological model are described to clarify the relationship between texture and taste. The authors suggest that the most important sensory property is texture in foods which have relatively low flavor intensity. Additionally, from the fact that the multidimensional evaluation of palatability of foods is strongly influenced by properties requiring physical measurement, they propose the introduction of a new concept, physical taste, for making effective evaluations of food palatability. More quantitative texture studies related to food quality are required as well as research on the traditional four or five basic tastes.