Well, even if we don’t realize we’re doing it, the way our food sounds has a direct impact on how we think it tastes. And, generally speaking, we perceive crisp and crunchy food as tasting better than softer foods. Research in the journal Flavour found when people were asked to describe and evaluate different foods, the ones described as “crisp” were almost always rated as the most flavorful. So, think apples, bacon, potato chips, and even the crispy “fizz” of a freshly opened can of soda. The sound tells our brain if it’s fresh and good to eat, or if it’s spoiled and potentially bad for us. The thinking is that even when we KNOW chips are unhealthy, they still provide that satisfying “crunch” that our brain craves.