Chewing gum brand Extra has launched an ASMR album in partnership with BBC Radio 1Xtra presenter Joelah Noble.

The album ‘Chewns’ features tracks created from the sound of chewing gum.

According to the brand, the sounds used on the album are designed to trigger autonomous sensory meridian response (ASMR).

Released for national self-care week from 18 to 24 November, the album will be available on music streaming platform Spotify, with a limited release of vinyl records available via Extra’s social media channels.

Research from Extra showed that the British public had mixed opinions about the sound of chewing gum.

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According to the research, 18% of respondents reported they enjoyed the sounds and 20% stated the sounds could trigger ASMR. The brand hopes that its new album will appeal to the vast legions of ASMR fans.

Lucy Sherlock, senior brand manager at Extra, said: “Our research shows that music and chewing gum are top ‘me-moment’ activities, so it made perfect sense to create an album that fuses both.

“We can’t wait to hear how listeners react, whether they’re die-hard ASMR fans or simply curious. We’re here to give everyone a moment where they can simply Chewn out.”

Contributors to the album include content creators Mark Ferris, Mary McCarthy, and Angelic Lofi.