Mindlab released a report finding that sound dimensions – amplitude, frequency, volume and pitch – can significantly enhance the perception of taste. Inspired by these results, Cadbury Dairy Milk teamed up with London Contemporary Orchestra to develop its first ever music album “The Sound of Flavourites”. The tracks have been specifically designed to enhance the eating experience of the nine Cadbury Dairy Milk flavours.
On the tube, at your desk, on your sofa…..wherever tickles your fancy.
Being a natural sceptic, I was a little hesitant about the validity of the report. Can sound really improve the taste? Then I realised I was tasked to eat a variety of Cadbury’s chocolate while listening to music. Who am I to question neuroscience?
I took part in my own little experiment with some friends in the office. Funnily enough, they were all eager to get started. The line-up: Cadbury Dairy Milk Oreo, Rocky Mallow Road and Daim. Next, we went to the Spotify list to sample the sounds. Track 2 ‘Daimond City’ accompanied Daim. This bright sound has consistent pulsing throughout with higher pitched notes layered on top. Track 4 ‘Bright Clouds Over Rocky Roads’, a less rhythmical, more mellow sound was the recommendation for Rock Mallow Road. Track 6 ‘Cookies and Dreams’ was played with Oreo. The sound is the highest pitched one of them all but with a moderate rhythm. We each took a piece of a bar and one track at a time paired up sound with flavour. I can honestly say it was great fun, and definitely enhanced our experience.
Trouble came when we tried to layer up the sounds and chocolate. Hats off to the London Contemporary Orchestra who have composed wonderful tracks which combine beautifully. Tasting more than one bar at a time though wasn’t for us. Perhaps it would work better in a less hectic (office-free) environment. I look forward to experiment number two at home. The line-up: Cadbury Dairy Milk Crunchie Bits and Whole Nut.
So what are you waiting for? Pick your flavourites and get mixing!
The cost of a chocolate bar…