Ever wondered why a crunchy chip or a sizzling snack feels so irresistible? The reason lies in sound. Scientists say the noises we hear while eating — the crack, crunch, and sizzle — shape how food tastes and feels. It’s called “the psychology of eating sounds”, and it explains why food companies carefully design every bite to sound right.
Crunch means freshness
When you bite into something crisp, your brain instantly registers it as fresh. That’s why soggy chips taste dull — the missing crunch makes your mind think the food is stale. The louder the bite, the more rewarding it feels.
Sound changes flavour
Noise doesn’t just affect texture — it affects taste too. Studies show that loud environments make food seem less sweet or salty, while quiet spaces heighten flavour. Even on airplanes, engine noise dulls our sense of taste, making meals seem bland.
Brands engineer sound
From the pop of popcorn to the fizz of soda, sound sells. Snack makers even test the “ideal crunch decibel” — usually around 70 to 80 dB — to keep every bite satisfyingly crisp.
Listen before you eat
Next time you snack, notice the soundtrack of your food. The joy of eating doesn’t come only from flavour — it comes from the rhythm, crackle, and crunch that make every bite come alive.