Propercorn calls on the public to develop a new flavour via a live and online 'sensory journey' in seasoning
Popcorn brand Propercorn has announced plans to launch a two-day tasting experience in London's Soho in collaboration with culinary architects Bompas & Parr.
Opening for two days from 17 June, the pop-up has been dubbed the Institute of Flavour. It is set to launch as part of Propercorn's new, month-long above the line initiative.
Guests will be invited into the space by the 'masters of maize' and learn the skills involved with creating perfect flavours through sniffing, spraying and sprinkling. An initial sketch of the set-up promises a huge vat of popcorn, a chili plant and a Flavour Library.
Visitors will be able to develop their own bespoke flavourings at the institute and enter these into the brand's 'Crowdseasoning' competition to discover a new limited edition variety, developed by a member of the public.
Those who cannot make it to London will be able to concoct their own flavours via a virtual experience online. The winner of the Crowdseasoning initiative will also be gifted with a lifetime’s supply of Propercorn.
Cassandra Stavrou, co-founder of the brand, said: "Propercorn is the UK's fastest growing popcorn brand but we still face a big awareness challenge. We want to spread the word by celebrating flavour on a personal level, telling the story behind our packs, through small-scale executions worth talking about.
"Our research reveals that half of us have no idea where seasoning comes from, so it is the perfect time to demystify this process and educate around taste.”
Last year saw the brand experiment in the experiential realm with its Dress London event. The out of home campaign featured interactive art spaces where customers could sample Propercorn snacks.