Doritos launches ‘crunch-cancelling’ tech for gamers with new Doritos Silent software

Doritos has unveiled Doritos Silent – a first-of-its-kind noise-cancelling software designed to remove the sound of crisp crunching during online gaming sessions.

Developed in partnership with Smooth Technology, a specialist in electronic and interactive design, the innovation uses “crunch-cancellation” technology to filter out chewing sounds via PC microphones. The project took six months to complete and analysed more than 5,000 individual crunch sounds to perfect the tool’s performance.

The new platform can be downloaded for free at Doritos.co.uk/SILENT

and is compatible with all PCs.

According to Doritos’ research, 85% of gamers globally choose the brand as their snack of choice while playing, but many admit that eating noises can be distracting during co-op or team play. Nearly half of UK gamers (46%) say they dislike hearing others eat, while in Portugal (68%) and Spain (64%), crisps were ranked as the noisiest snack. In the US, 30% of gamers said that others crunching negatively impacts their performance.

Fernando Kahane, Global Marketing Head at PepsiCo, said:

“The connection between Doritos fans and the gaming community is undeniable. Both boldly and unapologetically embrace their individual flavours. Doritos Silent recognises this bond and demonstrates the brand’s commitment to innovation and elevating the gaming experience.”

The launch forms part of Doritos’ wider engagement strategy with millennial and Gen Z gamers, who represent around 80% of the global gaming population.

To support the rollout, Doritos activated a global marketing campaign across social media and outdoor formats in the UK, US, Spain, Poland, Brazil and Portugal, featuring imagery of Doritos chips replacing noise-cancelling headphones under the tagline “You won’t hear it coming.”

Dylan Fashbaugh, lead developer at Smooth Technology, added:

“We know gamers love Doritos, but that distinctive crunch can often disrupt gameplay. With Doritos Silent, we’ve created a way for players to enjoy their favourite snack without distraction.”

The innovation continues PepsiCo’s focus on cross-sector brand experiences, merging food, technology, and entertainment to reach digital-first consumers.