Sizzling, crunching and bubbling are most satisfying food ASMR sounds, Brits say

13 June 2023 , 11:06

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Food-loving Brits have revealed the top snack foods that produce the most satisfying sounds – with one in three saying nothing beats the sizzling of bacon in a pan.

Similarly, a quarter love the sound of steak sizzling in a pan, while 26 per cent voted slicing a crusty load of bread as their top favourite food sound.

Butter being spread on toast (17 per cent), and the snapping of a chocolate bar (16 per cent), rounded out the top five food ASMR sounds, according to the poll of 2,000 adults.

And with one in four Brits admitting to snacking up to four times a day, 63 per cent believe the sound their food makes helps them to enjoy it even more when tucking in.

In fact, almost half (47 per cent) say that the sound of certain foods makes them instantly feel hungry.

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The research was commissioned by Cadbury Brunch Bar, which has teamed up with TV personality, Josie Gibson, to elevate snack time with some tasty ASMR content – featuring a symphony of sound, texture, and flavour.

Nearly two-thirds of Brits say the sounds their food makes helps enhance their enjoyment of it (Cadburys/PinPep)

Talking about the “But Actually Tasty” video, TV presenter Josie said: “I am a snack lover, there’s no doubt about that – and it seems that the rest of the nation is, too.

“Before this research, I never realised the power sound has on your overall snacking experience.

“ASMR videos have this special ability to turn the most mundane of things into pleasurable experiences. I hope through the video I can help my fellow snack lovers make more out of snack time.”

Nearly two thirds (63 per cent) believe sound enhances the overall enjoyment of food – with sizzling (50 per cent) cited as the nation’s favourite food sound effect, followed by crunching (31 per cent), bubbling (20 per cent), and fizzing (16 per cent).

The research found snacking is enjoyed by 87 per cent of Brits, with a quarter admitting they do so up to four times a day.

And when it comes to AMSR food content, 44 per cent said this makes them more passionate and excited about snack time.

Two-thirds claim it inspires them to try new foods and flavour combinations, while 78 per cent believe it makes the overall eating experience more enjoyable.

The OnePoll study also revealed that their favourite food sounds make 37 per cent feel happy, while 18 per cent get excited – and 36 per cent feel a sense of comfort from them.

And outside of exploring new flavours, 41 per cent said ASMR videos help them to relax and unwind after a long day, while 27 per cent said it helps them to sleep.

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Ella Jonas, for Cadbury Brunch Bar, at Mondelēz International, said: “Sound is such a key part of the tasting experience that many of us often forget.

“With our research confirming just how much Brits love the sounds of food, we had to create the ultimate experience to enhance their snack time, and elevate the flavours of what some would call simple ingredients.”