British luxury retailer Fortnum & Mason has unveiled a new collection of chocolate bars. This lineup features a concept that combines taste and sound. Hidden within the packaging are piano scores, connecting the impression of each bite with the musical experience.
The starting point for this project is the neurogastronomy movement. We translated the perspective that the length, timbre, and pitch of music influence our taste experience into a product. We've found an answer to the question: can chocolates on offline shelves create sensory experiences, just as background music in restaurants can be adjusted?.
This collection consists of 16 flavors, each accompanied by a piano piece. Composers Nathan Britton and Jasmine Meaden, in collaboration with music production company MacArthur, created these short yet emotionally charged pieces. The pieces are printed on packaging in traditional sheet music format, and opening the packaging reveals the full score.
An illustration is placed on the outside of the package. Artist Victoria Semikina visually translated the flavor's character and the mood of the song. Consumers first encounter the image upon seeing the packaging, and then upon opening the package, they see the sheet music, gradually building anticipation before consuming it.
According to the product description, the chocolates are made in Somerset and are based on single-origin Colombian chocolate. They feature a variety of flavor combinations, including honeycomb and hazelnut praline, mint, single malt whiskey, and raspberry. This also suggests an attempt to expand the range of edible products into collectible packaging.
In an era where generative AI and personalization are becoming commonplace, brands are reclaiming sensory experiences as a competitive advantage. Fortnum & Mason's latest attempt is being evaluated as an example of how, instead of describing the flavor of chocolate, it allows consumers to experience it through listening and playing.
