Background noise impacts taste

Very interesting study.

The level of background noise affects both the intensity of flavour and the perceived crunchiness of foods, researchers have found.

Blindfolded diners assessed the sweetness, saltiness, and crunchiness, as well as overall flavour, of foods as they were played white noise.

While louder noise reduced the reported sweetness or saltiness, it increased the measure of crunch.


An American in Paris, France. BA in History & Political Science from Ohio State. Provided consulting services to US software startups, launching new business overseas that have both IPO’d and sold to well-known global software companies. Currently launching a new cloud-based startup. Full bio here.

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