Doritos launche app that removes the sound of chewing and crunch from voice chat during gaming

Munching on a packet of Doritos has become a global norm for online gamers, but the loud crunch can be annoying and distracting for fellow players. The solution? Doritos Silent, a free app launched this month that eliminates the sound of chewing and crunching from voice chat, Zoom, or any headphone-enabled call.

The AI-developed crunch-cancellation software, Doritos Silent, caters specifically to professional gamers, recognizing the inherent connection between snacking and gaming. However, it is versatile and can be used by non-gamers to spare them from the irritation of crispy crunches during conversations.

Dylan Fashbaugh, lead developer at Brooklyn-based Smooth Technology, which collaborated with Doritos to create the app, explained, “It works on anything that accepts a microphone.” The software is compatible with any PC, and plans are underway to expand its availability to other devices.

Having been a gamer for about two decades, Fashbaugh is intimately familiar with the distracting nature of fellow gamers loudly munching on chips. Mustafa Shamseldin, Chief Marketing Officer of International Foods at PepsiCo, Doritos’ parent company, emphasized that crunch is one of the most distracting elements that can throw someone off their game.

The development of Doritos Silent was informed by a survey of over 3000 people from China, India, Portugal, Britain, and the United States. The findings revealed that gamers enjoy snacking while playing but find the sounds of others snacking distracting.

Rather than making Doritos less crunchy, the company decided to address the issue through technology. Fernando Kahane, the Head of Global Marketing for the chip brand, noted that the research showed people love the crunch, considering it a vital aspect of the experience. Many people prefer crunchy foods as they are more stimulating to eat than soft ones, making chips a popular snack among gamers.

Kahane explained, “Instead of having to launch new Doritos, we could actually solve that pain point with technology.” The idea of making Doritos less crispy was considered a few years ago but faced resistance. Therefore, to tackle the crunch issue, Doritos turned to AI. Interestingly, the AI software developed for Doritos can also be applied to other food products like chips, crackers, and even raw vegetables.