Exploring Italy’s Innovative Food Exhibition: The Business Impact of Sound on Culinary Experience in Oman
An exhibition in northern Italy is challenging conventional notions of taste by investigating how sound impacts food experiences. Located at the MUSE science museum in Trento, Food Sound delves into how auditory stimuli—from the crunch of an apple to the sizzling of a pan—shape appetite, flavor perception, and emotional reactions.
"If neuroscience has transformed areas such as psychology and economics, it is similarly altering our understanding of cooking and food," explained Patrizia Famà, director of the museum’s Office of Public Programmes.
Visitors explore replicas of trattorias and dining pods to learn about how the brain interprets sound and how acoustics can influence food choices. An interactive display invites attendees to select food based solely on sound.
"Food perception is a comprehensive multi-sensory experience that engages all five senses," remarked Massimiliano Zampini, a researcher at the University of Trento and a member of the exhibition’s scientific committee. Zampini and Charles Spence, an experimental psychologist at the University of Oxford, were pioneers in studying the often-overlooked role of sound in flavor and emotional response.
In a pivotal experiment in 2004, they discovered that potato chips were perceived as crisper and fresher when either the overall sound level was increased or high-frequency sounds were amplified.
The exhibition’s creator, Vincenzo Guarnieri, was inspired after overhearing children describe a visit to a potato chip factory. "They said the fryers sounded like other children crying. That moment struck me, revealing that sound could be a powerful tool for raising awareness about food," Guarnieri said.
The food industry has taken note of this research to attract consumers. British food ingredients manufacturer Tate & Lyle has identified a trend they term "Hyper Crunch," as consumers increasingly seek snacks that deliver a satisfying crunch, such as baked rice in salads.
In a November report, Tate & Lyle predicted this trend would extend to sweet categories, citing examples like a chocolate bar filled with kunefe—a traditional Middle Eastern dessert—and iced coffee served in chocolate-coated cups that crackle when squeezed.
Betti Nincioli from Florence shared her realization of how background music influences her mood while shopping or dining. "I am now more aware of how a product’s sound can alter its perception," she noted after visiting the exhibition, which is housed in a museum designed by renowned Italian architect Renzo Piano.
The exhibition is open until January 11, 2026. —Reuters
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The exploration of sound’s impact on food perception presents intriguing opportunities for businesses in Oman’s culinary sector, emphasizing the need for multi-sensory dining experiences that could attract discerning consumers. As the food industry adapts to emerging trends like "Hyper Crunch," smart investors and entrepreneurs should consider integrating audio elements into dining atmospheres to enhance consumer engagement and satisfaction. However, they must remain vigilant about the costs involved in implementing these innovations, ensuring they align with their overall brand strategy.
