The sound diners hear while they are eating food can change the way they think it tastes, scientists have discovered.
Researchers have also found that changing the colour of a food can influence the flavour experienced by consumers.
Food manufacturers are now hoping to exploit the findings in a bid to make their foods more appealing.
Previously it was thought that the sense of taste and smell were the only human senses that played a role in experiencing flavour. Professor Charles Spence, a sensory psychologist at Oxford University, believes it is possible to change the flavour of food simply by exciting people’s sense of hearing and vision.
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“Sounds and colour influence the taste of food ” is so very true. I’ve found that when I am having dinner and listening to jass or classical it changes the taste of my food and my mood. If I am having a meal in an environment that is playing hip-hop while eating the food tastes more like cardboard and I feel dissatisfied and bloated like a glutton.