Pringles and Burger King® have officially joined forces to launch a sensory-defying pop-up: the ‘Snackout Booth.’ This first-of-its-kind experience is designed to prove that the secret to tasting the “King of Snacks” and the “King of Burgers” lies in total silence.
Rooted in research by renowned food scientist Charles Spence, the soundproof, darkened booth isolates the snacker from the outside world to heighten taste perception. By suppressing auditory distractions, which Spence notes can mask sweet and salty notes, the mind is forced to focus entirely on the palate.
Inside the booth, guests are guided through a curated audio-visual journey to experience the new Chicken Royale and Bacon Double Cheese XL limited-edition Pringles. The experience is designed to reveal the flavour profile in layers: for the Chicken Royale, it begins with savoury mayonnaise and sweet bun notes, peaks with intense chicken and lettuce profiles, and finishes with a subtle return of sweetness.
Charles Spence, food scientist and flavour expert, explained:
“Scientific research has highlighted that suppressing senses like sound can actually enhance the tasting experience. Noise suppresses our ability to perceive sweet and salty flavours, so if you remove any auditory distractions, you’re likely to experience a heightened experience of flavour, because your mind focuses more fixatedly on the food in front of you.”
For those who can’t visit the booth, the new flavours are now available across major UK retailers, including Asda, Sainsbury’s, Morrisons, and Tesco. Even better, the collaboration includes a buy-one-get-one-free (BOGOF) offer: shoppers can scan the QR code on their Pringles tube to redeem a free Chicken Royale or Bacon Double Cheese XL at participating Burger King® UK restaurants.
