Doritos has launched a 'crunch cancellation' software designed to eliminate the sound of snack crunching from gaming communications. Recognising that many gamers find the sounds of teammates snacking distracting, they collaborated with software developer Dylan Fashbaugh who trained artificial intelligence to identify and filter the crunching noise. This was done using over 5,000 Doritos crunches over a six-month period to effectively separate the sound of voice communication from crunching.

However, the software currently only successfully removes the crunch of Doritos and similar sounding snacks. When it comes to other eating sounds, the software is not as efficient. Research shows that 46% of UK adults dislike the sound of others eating, with 35% finding crunching sounds distracting. The same research found that almost 86% of gamers admit to snacking while playing, with 29% stating that the sound of snacking negatively impacts their performance, and 18% claiming it prompts them to want to log off. This software is available for free download for PC users.