We’ve known for decades that sound has an effect on taste. Kellogg’s was promoting Rice Krispies with the onomatopoetic “Snap, Crackle, and Pop!” as early as 1929, a phrase and upbeat noise that predisposed cereal eaters to expect a tasty, crunchy eating experience—as opposed to a lackluster interaction with a crackle-less cereal that turned to sludge in the bowl. The three cartoon elves of the same names first appeared in the 1930s, joined briefly in the 1950s by a fourth space-helmet-sporting elf named Pow. Pow (said to represent the power of whole-wheat grain) didn’t last very long; at least part of the reason may be that pow simply doesn’t evoke the same sensation of crispness and freshness as