The author describes his own experiences and expresses his own opinions throughout the book. He displays himself as a representative of consumer interests, while also having enough scientific and business understanding to interface with food industry and government. Moss is a journalist, and has written for national newspapers.

Howard Moscowitz is a food scientist. He pioneered numerous key innovations in the industry. These include the “bliss point,” at which taste finds its peak, as well as preference groupings, such as weak, medium, and strong coffee. He considers his research scientifically valuable, and disclaims moral responsibility for obesity and health problems resulting from excess consumption. As with many other food scientists, he does not consume significant amounts of the products helped to make.

Hamish Maxwell, CEO of Philip Morris as the company acquires Kraft and General Foods, appears throughout the book. He takes on a senior role, guiding the transition from a tobacco company into a conglomerate facing different public scrutiny.