From Smithsonian Magazine:

Charles Spence is multisensory researcher in London, who has been messing around with how sounds modify flavor. “We’ve shown that if you take something with competing flavors, something like bacon-and-egg ice cream, we were able to change people’s perception of the dominant flavor—is it bacon, or egg?—simply by playing sizzling bacon sounds or farmyard chicken noises.”

This might sound crazy, but the otherworldly ice cream makes one thing clear: The sound of food matters. So does the sound of the packaging and the atmospheric sounds we hear when we’re eating. We’re all  when we sit down to dinner.

Intrigued?  Read on here.

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