Dairy Milk

ImageAccording to The Guardian, there is a furore over Dairy Milk’s new rounded shapes, as the chocolate tastes sweeter. Dairy Milk promise the recipe hasn’t changed.

Sensory scientist, Charles Spence, says that people associate sweetness with round shapes and bitterness with angular.  Circles are sweet, while triangles and stars are bitter, as well as associated with fizz.

Spence also asked subjects to match speech sounds to different chocolates, as well as shapes. Lindt extra creamy (30% cocoa) gets soft-sounding, lower pitched sounds like ‘maluma’. Lindt 70% and 90% get sharper sounds like ‘takete’.

It’s also been found that tastes can be mapped consistently to musical parameters.

“Bitter is associated with low-pitched and continuous music (legato), salty is characterized by silences between notes (staccato), sour is high pitched, dissonant and fast and sweet is consonant, slow and soft.”

These crossmodal correspondences mean we must, deep within our brains, taste our music and hear our tastebuds. A fascinating new area of research about how our brains respond to the world we live in.