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Sun Chips' New Eco-Friendly Bag Can Damage Your Hearing

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For decades, tasty snacks -- both salty and sweet -- have focused on the crunch. That crisp, satisfying chomp into a delectably fattening food is amplified in ads ranging from Pringles to Cheetos to Kit Kat to Vlasic Pickles. But the deafening noise that emanates from Sun Chips' new 100% compostable bag isn't one likely to be featured in an ad -- even if it puts the collective crunch of Nestlé, Cinnamon Toast, and Cap'n to shame.

J. Scot Heathman, an Air Force pilot, posted a video that measures the decibel level of Frito-Lay's new packaging for Sun Chips at an ear-shattering 95 dB. For those who enjoy to snack, sustained exposure to such a level could lead to hearing loss, as Gizmodo's Kyle VanHemert points out. Comparatively, a large bag of Tostitos only hits 77 dB.

Heathman confessed the bag is actually louder than the cockpit of his jet.

The ridiculous bag volume has caught the public's attention. A Facebook group titled "SORRY BUT I CAN'T HEAR YOU OVER THIS SUN CHIPS BAG" is approaching 32,000 members. The Wall Street Journal's Suzanne Vranica spoke with Frito-Lay's North American manager of sustainable packaging Brad Rodgers about the new packaging. She writes:

"So why is the packaging so loud? The new polymers have a higher 'glass transition temperature,' which is when a polymer goes from a harder, glasslike state to a rubber state. Because the transition to rubberiness happens a bit above room temperature, the bag is 'kind of crispy and crunchy,' says Mr. Rodgers."

Since the bag's introduction in January, Frito-Lay has even embraced amped-up bag. Next to some Sun Chips supermarket displays, the company has attached signs that read: "Yes, the bag is loud, that's what change sounds like." But Rodgers admitted to experimenting with quieter packaging.

How 'bout one that reassures the eater that their body type can afford the constant snacking? Perhaps in the dulcet tones of Christina Hendricks? Just blue-skying here.

Potato Chip Technology That Destroys Your Hearing from heathaplexVISION on Vimeo.

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