Popular snack brand Pringles and fast food chain Burger King have joined forces to introduce a unique new way for customers to enjoy their products in peace and quiet. The collaboration features a soundproof snack booth where food enthusiasts can savour a new flavour of crisps in complete darkness.
The 'Snackout Booth' Experience
The food giants have created the 'Snackout Booth', allowing crisp aficionados to chomp down on their limited-edition Chicken Royale flavour without any visual or auditory disturbances. By reducing sensory input, the booth aims to enhance the tasting experience, as the way we perceive food is dramatically influenced by our senses.
Food scientist and flavour expert Charles Spence explains that senses beyond taste can alter how we experience food. Removing sight can significantly reduce perceived taste quality, while dialling down sound can make food taste better.
Scientific Insights
Charles stated: "Eating is an experience that spans all five senses, but not all senses are created equal. Scientific research highlights that suppressing other senses like sound can actually enhance the tasting experience. Noise suppresses our ability to perceive salty and sweet flavours by masking taste, so if you remove any auditory distractions you're likely to experience a heightened experience of flavour. This is because your mind focuses more fixatedly on the food in front of you."
Availability and Offers
The Pringles and Burger King Snackout Booth is open today, May 6th, at Angel Central, 21 Parkfield St, London N1 0PS. The new Pringles x Burger King limited editions are available now in UK stores. Customers can also use their Pringles x Burger King collab tubes to redeem a buy-one-get-one-free offer in Burger King UK restaurants.
For any customers who purchase a Chicken Royale or Bacon Double Cheese XL at participating Burger King UK restaurants, they will receive another one for free to share with a friend using a unique voucher code from Pringles. Shoppers simply need to scan the QR code on the pack, enter their email, and the last four digits of the pack barcode to receive their unique voucher.
