Thinking outside the box: First-of-its-kind research turns breakfast sounds into music

By Gill Hyslop, BakeryandSnacks

Research from the UK Brain Music Research Project has identified the sound of some of the nation’s favourite breakfast toppings – measuring brain activity when eating syrup, marmalade and butter – and turned them into music.
 
The project was commissioned by Lyle’s Golden Syrup to help describe the 140-year-old product’s ‘indescribable’ taste. Previous consumer research found consumers couldn’t quite put a finger on its unique flavour, with descriptions ranging from ‘buttery’ to ‘caramel’.