Doritos is going silent, in a good way. The popular tortilla chip makers have partnered with AI to introduce a gamechanger…for gamers called Doritos Silent
The sound of eating or “crunching” can be a major annoyance and distraction for gamers, and according to a study, 46% of UK gamers dislike the sound immensely.
Research also found that 85% of gamers choose Doritos as their go-to gaming snack.
So Doritos teamed up with the company Smooth technology to find a solution to chip-crunching gripes. The resultant software can be downloaded to induce “crunch-cancellation” so gamers can continue to crunch away to their hearts desire and not have to worry about anyone hearing it.
Dylan Fashburgh, lead developer at Smooth Technology said that: “Working with Doritos to create this cutting-edge technology has been an incredible journey.”
Over 5,000 types of crunch sounds were analyzed in a process that took six months to develop the technology that would successfully cancel out the noise of chip-eating.
Fernando Kahane, Global Marketing Head at PepsiCo said about Doritos Silent:
“The connection between Doritos fans and the gaming community is undeniable. Both boldly and unapologetically embrace their individual flavors. ‘Doritos Silent’ recognizes this bond and demonstrates the brand’s continued commitment to innovation and elevating the experience for gamers who choose Doritos.”
The unprecedented crunch-cancellation software is available for free, for PC gamers in UK, US, Spain, Poland, Brazil and Portugal.
Fashburgh continued: “We all know that gamers love Doritos, but that unmistakable crunch can often disrupt those intense gaming moments. With ‘Doritos Silent,’ we’ve worked to ensure gamers can enjoy the crunch of Doritos without disturbing their fellow players, making for a better gaming experience.
This noise-cancelling technology has interesting implications…even better would be if it was available for use in Zoom Meetings and, the like…then you could munch away while partaking in work-related tasks, and no one would be the wiser. Unless you were on video that is…
