The Guardian / Improbable Research : Fizzy Logic

The nagging question of which is better, Coca-Cola or Pepsi-Cola, sprang from an earlier, more basic question: Can anyone tell the difference?

Professor Nicholas H Pronko and colleagues at the University of Wichita, Kansas, conducted a series of experiments in the 1940s and 1950s. They wrote five studies that brought rigour, sophistication and cachet to the testing of Coke/Pepsi taste-discrimination.