The days of scratch and sniff cards were short lived - come on - who really wants to sit at home frantically scratching a card to gain a faint whiff of a crime scene or the musky smell of the morning forrest.
One place were smell does play a huge role is food and that's exactly what the electronic giant Sony are betting on.
They've teamed up with some young designers in China as part of a student design work shop and one of the concepts is very interesting.
Zhu Jingxuan designed a small concept machine that takes the aroma of ingredients and adds them to printed post cards. The idea being that a picture of food could be sent along with the smell of the dish.
It's a unique concept and a long way off finished but just imagine how cool it would be to be able to fire off the smell of some food in a tweet...
S.Pellegrino and Food for Soul, the non-profit organisation founded by Lara Gilmore and chef Massimo Bottura, form a new global partnership to drive social and environmental change and promote a sustainable food culture.