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From virtual holidays in Hawaii to plane food playlists, brands are using new technology to interact with consumers


Hearing the sound of jelly babies screaming as you chew them is no longer the stuff of nightmares, thanks to advancements in sensory technology. In 2011, researchers in Japan developed a headset that triggers different sounds as wearers close their jaws when eating, including the heartbreaking squeals of masticated jelly babies.


Although Bassetts is unlikely to invest in that particular piece of kit anytime soon, the increasingly high-tech world of sensory marketing is becoming big business for brands. Its designed to appeal to all the human senses, to engage emotions and thereby influence purchasing behaviour. New technology is helping brands provide sensory experiences that are more immersive and, often, wouldnt look out of place in a science fiction novel.


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