Oh, yeah? British Airways wants to retune our tastes
mainRead and recoil:
Hi there,
From November, British Airways is introducing ‘Sonic Seasoning’ on flights to bring out even more flavour in the food and drink served. The science behind it is taken from Professor Charles Spence from Oxford University, quoted in the release.<
A full press release and image of our Sonic taster attached!
Many thanks,
Sophia Procter
British Airways, Consumer PR Manager
LILY ALLEN FOR DINNER, JAMES BLUNT FOR DESSERT….<
When it comes to perfect pairings, food and music may seem an unlikely combination, however research by Oxford University suggests that the right music can influence taste buds. To put it to the test, British Airways has created a unique ‘Sound Bite’ soundtrack, for customers dining at 35,000ft.
Known as ‘Sonic Seasoning’, the study found that specific music can make food appear up to ten per cent more sweet or salty. Based on the findings, the airline’s 13-track playlist is available on long-haul flights from November, to complement the dining experience.
Diners start with a choice of Paolo Nutini to complement the Scottish providence of the salmon dishes, or Louis Armstrong ideally matched for savoury dishes. Lily Allen and Coldplay are among the choices for main meals, as the findings claim that ‘British food and music belong together’. For those choosing a hearty main, Debussy is available, since classical music is perfectly paired with roast style dinners. For dessert, high-pitch tones from James Blunt and Madonna bring out the sweet flavours.
Sonic seasoning can also have an effect on drinking wine, with classical and rock music said to enhance perception of quality and depth of flavour. The Pretenders have been chosen to accompany red wines, as they can make it appear more ‘robust’ and ‘heavy’, while white wine is served with The BBC Symphony Orchestra, since classical music can enhance the perception of its quality. To round off the meal the low tones of Tenor Domingo are a great match for coffee.
Mark Tazzioli, British Airways’ chef, said: “Your ability to taste is reduced by 30 per cent in the air, so we do everything we can to counteract this. As the ‘fifth taste’ we use umami rich ingredients in our meals, and choose wines that work well with these dishes. The sonic seasoning research is fascinating, and our pairings should really help bring out the flavours.”
Professor Charles Spence from Oxford University, who conducted the study, said: “In the coming months and years we are going to see far more interest in the matching of music and soundscape to what we eat and drink. I think that it is a really exciting and innovative development to see British Airways taking the first steps in this direction.”
Based on Professor Spence’s study, the playlist compiled by the airline’s in-flight specialists Spafax can be found on the airlines ‘Rock and Pop’ audio channel on long-haul flights as of November. It features the following songs to accompany dishes:
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Track
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Artist and song
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Dining option
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Findings from the study
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1
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Paolo Nutini, Scream (funk my life up)
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Scottish salmon starter
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Scottish musicians can enhance the providence of Scottish foods
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2
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Anthony and the Johnsons, Crazy in love
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Savoury starter
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Low tones complement savoury starters
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3
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Louis Armstrong and Duke Ellington, Azalea
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Savoury starter
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Low tones complement savoury starters
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4
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Johnny Marr, New Town Velocity
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Full English breakfast (early morning flights)
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British music should be paired with British food
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5
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Lily Allen, Somewhere only we know
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Main meal,
British classic
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Piano notes can enhance the sensation of sweet and bitter tastes. British music should also be paired with British food
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6
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Coldplay,
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Main meal,
British classic
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British music should be paired with British food
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7
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Debussy, Claire De Lune
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Main meal/ roast dinners
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Classical music is suitable for meals such asSunday lunch. Piano notes can also enhance he sensation of sweet and bitter tastes
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8
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James Blunt, You’re Beautiful
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Dessert
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High-tones boost sweet flavours
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9
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Madonna, Ray of Light
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Dessert
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High-tones boost sweet flavours
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10
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Otis Redding, The dock of the bay
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After-dinner chocolate
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Low tones can bring out the bitterness in chocolate
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11
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The Pretenders, Back on the chain gang
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Red wine
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Rock music can enhance depth of flavour, making red wine appear more ‘heavy’
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12
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Hope/BBC Symphony Orchestra/Shostakovich, Romance from the Gadfly, Op.97
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White wine
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Classical music can enhance the overall experience and perceptions of quality when paired with wine
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13
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Plácido Domingo, Nessun Dorma from Turandot
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Coffee
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Tenors low tones are suited to the bitterness of coffee
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‘The Scottish providence of the salmon dishes…’ When I see stuff like thus in classical music press releases (pretty much daily) I assume it’s because cash-strapped arts orgs can’t afford functionally literate PRs. But what’s BA’s excuse?
It keeps the sprogs of Hampstead and Highgate homes in employment?
I’ve given the ‘world’s favourite airline’ a wide berth since their decision to hand out only one newspaper – The Daily Mail – to economy-class passengers 🙂
Ha! Yes, I meant ‘this’. That’ll learn me.
What an extraordinary pile af arse.
I don´t know about music and food but British Airways would serve their music loving passengers a lot better by improving the selection of Opera and Classical music in their long haul flights.
Why? I’ve always got a great and varied selection of two shortened Puccini operas with Angela Gheorghiu on my flights! Plus, they play a sloppy version of Lakmé’s Flower Duet with their safety instructions video! 🙂
But does their version of Siegfried have English subtitles? (Australian in-joke)
What do they recommend with rubber chicken?
Great idea. British food could use all the seasoning it can get.
Can’t they just spell correctly Debussy’s “Clair” de Lune? With the extra e (“Claire”) it sounds like some oyster-related product…
They spelt ‘loon’ wrongly too 😉