Check out these guys:
They are approaching food in a very analytical scientific way. They analyses tastes and figure out which ones would fit with each other. It’s called food-pairing and it’s a part of molecular gastronomy. They have some very weird but nice combinations.
They once fed me chocolate-bonbons with anchovy. I loved it until I found out what was inside 
To me this is industrial design. Trying new things with the technology that is given to us.