Starting in November, the British carrier will offer travelers a new way to enjoy their in-flight meal: a musical playlist curated to match specific dishes. And according to the airline's online magazine Highlife.ba.com, the soundtrack may even enhance the flavors of the food.
Referring to an Oxford University study indicating that music can influence taste perception and make foods seem up to 10 percent more sweet or salty, and keeping in mind that passengers' sense of taste is diminished by 30 percent during a flight, British Airways and chef Mark Tazzioli concocted a meal to be enjoyed while listening to a special playlist.
Dubbed SoundBite, the menu is accompanied by 13 tracks on the "Rock and Pop" audio channel available on long-haul British Airways flights.
The Scottish salmon hors d'oeuvre is to be savored while listening to Scottish singer Paolo Nutini's "Scream (Funk My Life Up)," while Lily Allen's "Only We Know" accompanies a few characteristically British dishes. A roast calls for classical music: Claude Debussy's "Clair de Lune."
Dessert should be enjoyed while listening to high notes, which tend to bring out flavor and sweet tastes. "You're Beautiful" by James Blunt and "Ray of Light" by Madonna both fit the bill. The meal concludes on an operatic note with Placido Domingo's interpretation of "Nessun Dorma," which the airline says should bring out the bittersweet taste of coffee.
Recently, British Airways has announced several measures to improve the in-flight experience. In August, the carrier introduced its Paws & Relax entertainment channel, which plays cute animal videos non-stop as a way to calm stressed passengers.
One month before that, the airline conducted an experiment involving a "happiness blanket," a high-tech device designed to monitor passengers' relaxation levels.
