Ig winner inspires Starbucks music

Starbucks, the widespread purveyor of coffee, announced that the work of 2008 Ig Nobel Prize winner Charles Spence (who was honored for electronically modifying the sound of a potato chip to make the person chewing the chip believe it to be crisper and fresher than it really is) inspired them to create a sort of music:

Did you know that coffee has its own musical profile? According to Professor Charles Spence at the Oxford University Psychology Department, it is possible to match particular flavours to sounds of a specific pitch, tone and even instrument. The Professor’s experiments discovered that people tend to match rich, dark tastes and flavours, such as coffee, with low pitched, woodwind and brass instruments. Click here to play VIA Alle Undici

Using these recommendations, we’ve had a special piece of music composed, called VIA Alle Undici, which complements our new Starbucks VIATM Italian Roast. Why listen whilst you enjoy a nice, warm cup of Starbucks VIA™?

BONUS: “The Coffee Diet” from the mini-opera “The Atkins Diet Opera”: