Scientists explain why Maltesers taste better from a box than a packet

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Maltesers have been a long-time favorite among the British, renowned for their honeycomb center covered in a milk chocolate coating.

First marketed as "energy balls", these treats were invented in the UK by Forrest Mars Sr., the son of the Mars, Inc. founder, back in 1936.

Now, nearly 90 years after their introduction, enthusiasts are insisting that the best way to enjoy them is from a cardboard box, not a plastic pouch.

Still awaiting the day scientists provide the solution to the most crucial of enigmas - why do Maltesers have a more exceptional flavor when consumed from a box rather than a packet?

My dad used to buy me a box once a month when he got paid and they tasted like pure nectar, literally from the box.

Someone quipped: 'Modern science can produce incredible breakthroughs, but they still haven't figured out why Maltesers taste better straight from the box than from a packet...'

I got involved, posting: 'Why do Maltesers taste better in a box.'

Research experts have now officially weighed in on the ongoing discussion - and suggest that social media may indeed be onto something.

The packaging, he says, impacts the overall experience of consuming Maltesers, rather than their flavour.

Inside the cardboard box, the delicious little balls are stacked neatly in rows, showcasing their curved shape and glossy brown surface.

The more we consume from the box, the more space they have to move around, resulting in a 'lovely rolling-around noise' as one user described it.

'Rolling rather than lying flat in a box makes Maltesers more noticeable, so we pay more attention to them rather than them getting stuck at the bottom of a bag and being hard to find,' Professor Spence told MailOnline.

Food in motion captures our attention visually – it's what M&S uses, and Super Bowl ads where food products are always shown in motion.

'Packaging nearly always makes the difference.'

Professor Barry Smith, director of the Institute of Philosophy at the University of London's School of Advanced Study, concurs that sound has a significant role to play in food experiences.

"The reason Maltesers appear to taste better when eaten from the box rather than the packet is due to the distinct sound of the small, round candies colliding with the box and each other," Professor Smith explained to MailOnline.

Does sound affect taste?

Research indicates that sound can influence the perceived taste and enjoyment of food, with both positive and negative impacts.

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The noise of an airplane can detract from the sweetness of a dish, but it can also amplify its savory flavor.

Certain "tinkling" sounds can make vegetables appear sweeter.

It's evident from the sound and sensation of the pieces rolling around that their shape and weight are apparent, which heightens our anticipation (and memory) of what we'll experience when we take a bite.

These sensory and sonic cues cannot be obtained from the packet.

Professor Spence also noted that you notice more Maltesers in a box than in a bag, and he also suggested that the dark interior of the Maltesers box may be a deliberate tactic.

Research conducted by food packaging experts at the University of Valencia discovered that darker hues symbolize premium quality.

'Products with a high price, based on their elegance and refined design, necessitate packaging with colder and darker colors, preferably black,' it said.

'In contrast, products catering to more price-sensitive consumers that are more affordable, require light-colored packaging, preferably white.'

Studies have indicated that all five senses – taste, smell, touch, sight, and sound – play a role in how we appreciate or experience the flavor of food.

Professor Smith, who has previously collaborated with Kellogg's and Coca Cola, believes that the crackling of a packet or the color of a box triggers our anticipation of a consumable reward.

Just about all aspects of our favorite products, from packaging to texture, aroma, and flavor, are tailored to make us crave more.

'Companies want to enhance our perception of the taste of their products by sensory means - distinct from modifying their formulas or ingredients,' Professor Smith stated to MailOnline.

Mars Inc, the manufacturer of Maltesers, released a statement asserting that the company has long been aware of the ongoing discussion surrounding whether Maltesers are more enjoyable when dispensed from a box or a bag.

"A combination of crunchy malt, creamy milk chocolate, and the perfect balance of sweetness has made Maltesers a beloved treat for nearly a century," said Matt Bradbury, senior product development manager at Mars UK.

We're in the business of understanding how people perceive flavors and sensations – and it's indeed true that factors like packaging, personal experiences, texture, scents, and even eating habits can all influence individual preferences.

'Ultimately, our verdict on this sweet debate is that Maltesers are delicious – whether you enjoy them from a box, a bag, or directly from your hand.'

The age-old debate: chocolate side up or down? An expert weighs in on the best way to enjoy a Chocolate Digestive.

With their crunchy biscuit foundation and rich chocolate coating, Chocolate Digestives have been highly popular among biscuit enthusiasts since their introduction in 1925.

One question has been intensely discussed about biscuits – in which direction should they be consumed?

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This method enables the brain to detect the chocolate coating, and flipping them before eating optimizes the 'oral-somatosensory experience' of the chocolate melting on the tongue.

Previous research by McVitie's reveals that only 23 per cent of chocolate digestive consumers prefer to eat the snack by starting at the bottom.

This is largely due to the fact that people see chocolate as the topping – much like you wouldn't eat a piece of toast with jam on the bottom, of course.

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