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Sips & Bites, Doritos and PepsiCo’s in-house agency, has unveiled ‘Doritos Silent,’ the “world’s first” AI-augmented snack – powered by ‘Crunch Cancellation’.


The technology cancels the sound of the crisps’ crunch for gamers in real time as they game with each other, solving what Doritos says is a genuine consumer tension.



Snacking and gaming are synonymous, with 86% of gamers claiming to snack while playing. Doritos research has uncovered that gamers are put off by the sound of other players snacking, with a third of gamers claiming the sound of someone snacking frustrates them when playing and one in five gamers saying the sound makes them want to log off, with crisps identified as the most noisy.

Doritos unveils “world’s first” silent snack for gamers

Dan Bunt

1 November 2023

Doritos unveils “world’s first” silent snack for gamers

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