In an effort to appeal to the gaming community, Doritos recently developed a software tool that allows gamers to snack in silence.

Crunch Cancellation lets you “Game On” with the “Crunch Off”

According to Doritos’ latest research, over 30% of gamers claim they’ve lost focus due to munching noises made by other gamers during gameplay. But now, with the help of a new sound-cancelling software, gaming can be distraction-free without sacrificing the snacks. “Doritos Silent” uses a uniquely developed AI microphone filter to eliminate the sounds of eating for gamers. Doritos worked alongside electronic design company Smooth Technology for six months to bring “Silent” to life, analyzing over “5,000 different crunch sounds” to ensure accuracy.

When commenting on the genesis of “the world’s first AI augmented snack,” Fernando Kahane, Global Marketing Head at PepsiCo, parent company to Doritos, commented:

“The connection between Doritos fans and the gaming community is undeniable. Both boldly and unapologetically embrace their individual flavors. ‘Doritos Silent’ recognizes this bond and demonstrates the brand’s continued commitment to innovation and elevating the experience for gamers who choose Doritos.”

Presently, the Doritos Silent is only compatible with Windows PCs, and can be downloaded for free on Doritos’ website. With 85% of gamers stating Doritos are their go-to chip, this unique software may be the perfect solution to their snacking snafus.