Jan 24, 2025 2 min read

SOUND BITES: How we hear the flavor of food

What food tastes and smells like obviously impacts the pleasure we derive from it. Visual presentation and mouthfeel in the mouth (i.e., its temperature and texture) are also important. But what about sound? Does what we hear change what we taste? Science says YES!
SOUND BITES: How we hear the flavor of food
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What food tastes and smells like obviously impacts the pleasure we derive from it. Visual presentation and mouthfeel in the mouth (i.e., its temperature and texture) are also important. But what about sound? Does what we hear change what we taste? Science says YES!

Excessive noise is the top complaint many restaurants have - before service, size of crowds, or even food issues. Noise is also an important consideration when it comes to reputation. Studies show that kitchen, crowd, and background noise often have a negative impact on diners' perception of the meal and the likelihood they'll return, no matter how good the food.

Over the last decade, we’ve learned a great deal about how sounds change the way we perceive food. Recent research has illuminated fascinating findings about how sound — both the sound of the food and sounds around us — have a significant impact on the flavors we taste. Researcher and gastrophysicist, Charles Spence calls sound the “forgotten flavor sense.”

Studies have shown that when the sound of opening a bag of chips is amplified, people tend to rate the chips as tasting crisper and fresher. People perceive carbonated beverages to be more flavorful when the sound of the bubbles is louder and more frequent. Diners who hear Italian music while eating Italian food are likely to perceive it to be more authentic.

Perhaps the most compelling sound of food study was conducted by Charles Spence and Heston Blumenthal, the world-famous chef at The Fat Duck restaurant in Bray, UK. Together, they have discovered that the flavor of bacon and egg ice cream can be flipped by changing the background sound. The ice cream tastes more ‘bacony’ if you can hear the sound of bacon sizzling in a pan, while it tastes far ‘eggier’ if you hear chickens clucking.

“The Sound of the Sea” is Blumenthal's signature dish at the Fat Duck. The dish is presented on a glass-topped wooden box containing what appears to be sand and seashells features seafood and edible seaweed on a bed of tapioca - all washed down with the sound of breaking waves. The sounds of the sea make the fish taste fresher and saltier.

Scientists have also found that exposure to loud noises, like that of a jet engine, dulls sweet flavors but intensifies the umami factor – the distinct savory flavor of asparagus, meats, cheeses, and tomatoes. This helps to explain why airlines serve so much tomato juice.

It’s not just the noise that makes us order that Bloody Mary. When we get to cruising altitude, the cabin humidity drops and decreases moisture in the throat which slows the transport of odors to the brain’s smell and taste receptors. Sweets don’t taste as sweet, but savory flavors – like tomato juice – are significantly enhanced.


Dr. Melissa Hughes is a keynote speaker, author, and self-proclaimed neuroscience geek. She is the author of Happy Hour with Einstein, and Happier Hour with Einstein: Another Round. Dr. Hughes combines extensive research in neuroscience, behavioral science, and psychology to help restaurateurs and hoteliers apply science to create exceptional guest experiences.
Learn more at MelissaHughes.rocks.

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