PURCHASE, NY — Doritos, a PepsiCo brand, is a top choice snack for PC gamers, and while the chip’s crunch is appealing to consumers, it’s not so pleasing to their microphones. ‘Doritos Silent’ utilizes a new “crunch-cancellation” technology that allows gamers to eliminate the noise of eating while playing.
“The connection between Doritos fans and the gaming community is undeniable,” said Fernando Kahane, global marketing head at PepsiCo. “Both boldly and unapologetically embrace their individual flavors. ‘Doritos Silent’ recognizes this bond and demonstrates the brand’s continued commitment to innovation and elevating the experience for gamers who choose Doritos.”
Designed in partnership with Smooth Technology, the technology took six months to develop and involved analysis of over 5,000 different crunch sounds.
“Working with Doritos to create this cutting-edge technology has been an incredible journey,” said Dylan Fashbaugh, the lead developer at Smooth Technology. “We all know that gamers love Doritos, but that unmistakable crunch can often disrupt those intense gaming moments. With ‘Doritos Silent,’ we’ve worked to ensure gamers can enjoy the crunch of Doritos without disturbing their fellow players, making for a better gaming experience.”
Thirty percent of gamers say crunching impacts their performance. Doritos hopes its latest innovation will silence the millennials and Gen Zers who call themselves gamers.
