Nvidia Powers New Doritos Crunch Sound Cancellation Tech

Doritos Crunch Cancellation
Doritos Crunch Cancellation (Image credit: TBWA Spain/YouTube)

Have you ever wanted to eat a bag of chips while streaming or talking to your friends online? Well, Doritos has you covered. PepsiCo has launched the "Doritos Crunch Cancellation" campaign in Spain, and is providing a free software for noise cancellation.

TBWA Spain came up with the marketing idea and Glassworks developed the technology. The software, which utilizes AI, serves as a filter for streamers who want to snack during their streams but don't want their audience to have to listen to the crunching sounds. Some of the most famous Spanish streamers, such as Auronplay, aXoZer, Reborn, and 8cho, have tested and promoted the software.

The Doritos Crunch Cancellation software isn't openly available on http://www.doritos.es (opens in new tab), though. Instead, you must sign up with your personal data to receive the download link in your mailbox. The principal requirement is that your system must have an Nvidia GeForce RTX 20-series (Turing) or GeForce RTX 30-series (Ampere) graphics card. We suspect the software is based on Nvidia's RTX Voice technology, which debuted in 2020.

The installer weighs around 654MB, and the software occupies up to 880MB once installed. The Nvidia logo is next to the PepsiCo logo on the disclaimer, confirming our suspicions that RTX Voice likely powers Doritos Crunch Cancellation. The installation folder has tons of Nvidia-named files and plugins for Turing and Ampere graphics cards. Doritos Crunch Cancellation also relies on VB-Audio Cable, an audio bridge between programs and devices. The program is simple, with a single slider that lets you choose between Performance and Precision modes for noise cancellation.

When Nvidia first launched RTX Voice, the technology was only supported on Turing and Ampere graphics cards because it depended on the Tensor cores to enable its AI noise cancellation. But it didn't take long for enthusiasts to find a hack to make RTX Voice work on non-RTX graphics cards. Nvidia eventually allowed RTX Voice to work on older GeForce GTX graphics cards through an update. If Doritos Crunch Cancellation takes after RTX Voice, it should work on any GeForce graphics card; however, we couldn't get it to run on a system with a GeForce GTX 1080 Ti.

At any rate, Doritos Crunch Cancellation is a great marketing move for PepsiCo to strengthen its Doritos brand among gaming enthusiasts. That said, if you own a Turing or Ampere graphics card you can instead use Nvidia Broadcast, which is a superior option with more AI-based features, such as Virtual Background and Auto Frame. Plus, you don't have to surrender your personal information to Doritos. 

Zhiye Liu
RAM Reviewer and News Editor

Zhiye Liu is a Freelance News Writer at Tom’s Hardware US. Although he loves everything that’s hardware, he has a soft spot for CPUs, GPUs, and RAM.

  • ezst036
    Since this is being put out as free software, is Linux supported?
    Reply
  • bit_user
    Of course, the proper technique for eating Doritos at your PC is to open the bag and shape it so you can easily dump chips into your mouth, when tilted slightly, without having to touch the chips with your fingers. Wouldn't want to get the messy flavoring stuff all in your fancy keyboard & mouse.

    Yuck, grosses me out just thinking about it.

    🤢
    I do love Doritos, but I never buy them. I've taken to referring to them as "a bag of weight-gain".
    Reply
  • Sippincider
    Is it compatible with the McDonald's Gaming Chair? :rolleyes:

    Anyway I'd imagine the crunch is a carefully-tuned part of the brand and "experience", so doubt they'll totally eliminate it...
    Reply
  • bit_user
    Sippincider said:
    Anyway I'd imagine the crunch is a carefully-tuned part of the brand and "experience", so doubt they'll totally eliminate it...
    Crunch is important for the one eating it. There have been studies showing it improves perception or prompts people to eat more... I forget, exactly. But there are important reasons why these companies keep making crunchy snack foods.

    Listening to someone else crunching away quickly gets annoying. You'll still be able to see them eating chips, on their feed.
    Reply
  • watzupken
    Not sure if that's of any use. When one is chewing something big like a Doritos, you cannot be talking at the same time . So just put yourself on mute.
    Reply
  • Neilbob
    My personal bugbear isn't the sound of food crunching, it's the sound of people talking with their mouths full.

    It does something to me, and not in a good way.
    Reply
  • Mandark
    Neilbob said:
    My personal bugbear isn't the sound of food crunching, it's the sound of people talking with their mouths full.

    It does something to me, and not in a good way.
    Mr Furious? Is that you?

    _J6IgOeOGRMView: https://youtu.be/_J6IgOeOGRM
    Reply
  • Neilbob
    Mandark said:
    Mr Furious? Is that you?

    It so very easily could be :D

    Add lip smacking, food slapping noises to that too. I legitimately have to leave the room and is a reason I could never in a million years watch a mukbang video (as if I would anyway).

    It's an actual condition called Misophonia.
    Reply
  • PEnns
    This should be perfect for movie theaters!

    Perfectly suited to cancel the noise of those morons who it seems go to movies primarily to stuff their faces and let everyone know they sound like neanderthals!
    Reply
  • Co BIY
    Worried about giving Doritos your personal information ?

    The cheese powder is already hardwired to my deepest primordial genes.
    Reply