Click here to read the Spanish version.
The sound of crisps crunching is often very annoying. Especially for those who ‘suffer’ from certain tocs or manias in this respect. Well, Doritos has just put a solution to all this with a silencer: the ‘Crunch Cancellation‘ software, which cancels the sound of the classic crunching sound intrinsic to Doritos.
Dubbed Doritos Silent, this rebranding that cancels out chewing noises was created specifically for the gaming community to enhance the gaming experience, while ‘snacking without distracting other gamers’.
The connection between Doritos fans and the gaming community is undeniable,’ concedes Fernando Kahane, global marketing director at PepsiCo. ‘Doritos Silent’ recognises this bond and demonstrates the brand’s continued commitment to innovation and elevating the experience for gamers who choose Doritos.’
Doritos Silent also has an app that works with any snack or food that accepts a microphone, said the lead developer of Brooklyn-based Smooth Technology, Dylan Fashbaugh, according to The Washington Post. After recording nearly 500 people eating crisps, Doritos and Smooth Technology managed to simulate 5,000 sounds.
‘We then took sounds of many of us talking and other people talking, and mixed them with the sounds of the crunch so we could generate an AI that could learn the sound of the crunch and the voice,’ Fashbaugh continued. ‘We needed to create something that could really separate the sounds of the voices and the crackles.’
And while technically the AI technology is ‘trained exclusively on Doritos’, according to Fashbaugh, it works on other chips, crackers and even raw vegetables.
