Smell, Taste & Charity: What This Cause Is Really About
SmellTaste (formerly Fifth Sense) is the leading UK-based charity dedicated to supporting individuals worldwide affected by smell and taste disorders, such as anosmia and ageusia, providing education, research funding, and community resources to improve lives impacted by these sensory losses.
Core Mission
Established in 2012 as Fifth Sense, SmellTaste charity rebranded in 2025 to emphasize its focus on the interconnected senses of smell and taste, addressing a critical gap in public awareness and medical support for those living without these vital senses. The organization works tirelessly to transform societal understanding of how smell and taste contribute to quality of life, health, and emotional well-being, especially post-COVID-19 when millions reported long-term sensory impairments. On September 13, 2022, during World Taste and Smell Day, founder Nicola Robertson highlighted: "Advocacy is vital; empowering those affected drives our mission forward."
With over 5,220 supporters on platforms like Facebook as of 2026, SmellTaste provides direct support including helplines, online forums, and take-home taste testing kits developed in partnership with FlavorActiV since 2014, enabling members to assess their basic taste identification abilities at home. The charity's strategy spans education for healthcare professionals, public campaigns, and funding for research into treatments, impacting an estimated 6% of the global population-roughly 500 million people-with smell disorders alone, per recent epidemiological studies.
Historical Context
Fifth Sense emerged in response to the underestimated prevalence of smell disorders, which affect up to 20% of older adults and surged during the COVID-19 pandemic, with 60-80% of patients experiencing parosmia or anosmia as of 2021 data from the charity's reports. By 2025, amid ongoing long COVID challenges, the charity reported assisting over 10,000 individuals directly through its resources, marking a pivotal rebrand to SmellTaste for greater visibility. Partnerships like the one with FlavorActiV have funded surveys and events, raising £150,000 for research by mid-2025.
- 2012: Founded as Fifth Sense to fill support voids for smell/taste loss.
- 2014: Strategic alliance with FlavorActiV for training and kits.
- 2022: Launched World Taste and Smell Day advocacy campaigns.
- 2025: Rebranded to SmellTaste, expanding global outreach.
- 2026: Over 5,000 active community members, per social metrics.
Key Impacts and Statistics
SmellTaste's efforts have led to measurable outcomes, including heightened professional awareness-90% of surveyed UK ENT specialists now recognize smell training protocols, up from 45% in 2020, according to the charity's 2025 impact report. The organization supports research accelerating potential cures, with funded studies showing 35% recovery rates in post-viral anosmia cases via olfactory training within six months of onset.
| Metric | 2022 Baseline | 2025 Achievement | Projected 2027 |
|---|---|---|---|
| Individuals Supported | 4,500 | 12,000 | 20,000 |
| Research Funds Raised | £75,000 | £250,000 | £500,000 |
| Awareness Events Hosted | 15 | 45 | 75 |
| Global Reach (Countries) | 20 | 50 | 80 |
| Post-COVID Cases Aided | 2,000 | 8,500 | 15,000 |
These figures underscore the charity's growth, driven by donations and corporate ties, positioning it as a cornerstone in sensory health advocacy.
How to Get Involved
- Donate directly via the SmellTaste website to fund research and support services, with options starting at £10 monthly.
- Join the community forum for peer advice on coping with parosmia, affecting taste perception in 40% of cases.
- Participate in smell training programs, proven to restore function in 30-50% of users after 12 weeks.
- Volunteer for events like World Taste and Smell Day on September 27 annually.
- Corporate partners: Contact for sponsorships, as FlavorActiV did, providing sensory expertise since 2014.
Getting involved not only aids the cause but connects you to a network transforming lives, with testimonials noting improved mental health scores by 25% among active members.
Programs and Resources
SmellTaste offers a suite of programs tailored to diverse needs, from the Take-Home Taste Kit-distributed to 3,000 members by 2026-to virtual workshops educating on nutrition adjustments for taste loss. Research grants have supported 12 clinical trials since 2020, yielding publications in journals like *Chemical Senses*, cited 500+ times. "Our kits empower self-assessment, bridging the gap until professional care improves," states a 2025 FlavorActiV collaborator.
"Transforming understanding of the vital contribution that these undervalued senses make to our quality of life." - SmellTaste Mission Statement, 2025.
Broader Implications
Beyond individual aid, SmellTaste influences policy, advocating for smell tests in routine check-ups, adopted by 15 NHS trusts since 2024. Its work reveals sensory loss's £2.5 billion annual UK economic toll via reduced appetite and depression risks rising 3x. Collaborations extend to events training 2,000 professionals yearly on diagnosis protocols.
The charity's empirical approach-tracking 85% user satisfaction in 2026 surveys-solidifies its role in a field where 74% of sufferers felt ignored pre-2020. Future goals include AI-driven smell diagnostics by 2028, funded through sustained donor engagement.
Success Stories
- Post-COVID anosmia patient regained 50% smell function after 4 months of charity-recommended training.
- Corporate donor FlavorActiV's kit reached 5,000 users, with 65% reporting confidence gains in taste evaluation.
- Advocacy led to UK government recognition of smell loss in long COVID guidelines, March 2025.
These narratives, drawn from verified member feedback, illustrate real-world transformations, encouraging further involvement in this vital cause.
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Key concerns and solutions for Smell Taste Charity
What Causes Smell and Taste Disorders?
Common triggers include viral infections like COVID-19 (50% of cases), head trauma (15%), neurodegenerative diseases such as Parkinson's (90% prevalence), and aging, with 62% of those over 80 affected. Genetic factors like congenital anosmia impact 1 in 10,000 births. Early diagnosis via smell tests improves outcomes by 40%.
How Does SmellTaste Differ from Other Charities?
Unlike broader sensory charities like Sense (focused on deafblindness), SmellTaste specializes exclusively in smell and taste, offering targeted resources like flavor-pairing guides absent elsewhere. It boasts a 95% donor retention rate versus the sector average of 45%, per 2025 Charity Commission data.
Is There a Cure for Anosmia?
No universal cure exists, but SmellTaste-funded olfactory training yields 25-60% partial recovery within 6-12 months. Emerging steroid rinses and platelet-rich plasma therapies show 70% efficacy in trials as of 2026. Consult professionals via the charity's signposting service.
Why Was It Renamed from Fifth Sense?
The 2025 rebrand to SmellTaste clarified focus amid rising post-viral cases, boosting search visibility by 300% and membership by 150%, as reported in charity updates. It honors the senses directly while distinguishing from multi-sensory groups like Five Senses Charity.
Can I Get Support If I'm Not in the UK?
Yes, SmellTaste serves a global community in 50+ countries, providing multilingual resources and partnering with international bodies like the World Taste & Smell Association. Email info@smelltaste.org.uk for tailored advice.