Designed To Make Addicted, The Secrets Of The Pringles Cylinder Design That Makes Cryptics Seduce

JAKARTA - Pringles is not just an ordinary potato chip. From its unique form to its distinctive tube, everything is carefully designed to create an unforgettable eating experience. However, did you know that this unique Pringles tube design has another purpose?

Reported by VOI from the Daily Mail page on Tuesday, November 3, 2024, a former food consultant revealed how the Pringles tube was specially designed to make us continue to consume it more.

In a two-part documentary entitled Irresistible: Why We Can't Stop Eating broadcast on the BBC, Dr. Chris van Tulleken investigates how ultra-process foods are designed to be psychologically addictive.

In the first episode, Dr. Chris spoke with some global food industry experts about how ultra-process food is made to make it difficult to refuse.

One of the interesting disclosures came from Professor Barry Smith, a Sensoric Food Consultant Professor, explaining that the design of the Pringles tube deliberately took advantage of human instincts.

"Pringles' savings were deliberately made smaller, so our hands didn't fit completely. This mimics the experience of 'wearing food', like bears trying to find food. This process increases our desire to continue to take more," said Barry.

In addition, the design of cylinders and the texture of crunchy chips is designed to provide sensory experience. The sound of 'kress' when the chips are broken adds to its appeal. This creates a satisfying experience every time we eat.

According to Barry, the sound has a big influence in making food more attractive. For example, the sound of packaged chips that areEZy or sound when the tube cap is opened is designed to give a tantalizing impression.

This is called sonic branding, where sound becomes the identity of a brand that makes the product more attached to the minds of consumers.

"The sound of the opening of the can or the broken KitKat was the result of the hard work of the sound engineers," he added.

This documentary also reveals how the texture, packaging, and culture of light meals encourage us to continue to eat ultra-process foods.

Dr. Chris explained that this type of food is designed to captivate Pancaindra. This makes it difficult for us to stop consuming it.

"The ultra-process food combines salt, fat, and sugar in very attractive packaging. It's not just about taste, but also logos, marketing, and packaging views," he said.

The phenomenon of ultra-process food has begun to grow rapidly since the 1970s, along with the surge in global obesity. Dr. Chris highlighted how food companies started using science to increase product attraction. This makes people eat faster and more.

"If you find ingredients in food that are unusually found in the kitchen of the house, it might be ultra-process food," he explained.

Ultra-process foods not only affect physical health, but also emotional and mental health. Research shows that many people find it difficult to stop consuming this type of food, which can trigger long-term health problems.

Dr. Chris described himself as part of a group of doctors who are concerned about the impact of the global food system on human health.

"We are facing a food crisis," he said.