In Barcelona, an ice-cream company is using the science and art of mixing aromas to make ice-cream flavours custom-made to trigger memories. Mama Heladera's founder Irene Iborra is a master memory releaser. Using neurogastronomy - the study of flavours and how they affect cognition and memory - Iborra can trigger, among many other smellscapes, aroma-memories of pine needles, maple syrup and wintry snow.