Propercorn and Bompas & Parr launch Institute of Flavour
Posted by
Multi-award winning snack makers, Propercorn, have joined forces with culinary architects, Bompas & Parr, to host a two-day event in the heart of Soho from June the 17th.
As part of a month long above-the-line campaign celebrating food and flavour, the Institute of Flavour takes visitors on a sensory journey into seasoning, with Propercorn on the lookout for a new limited edition flavour.
Guided through the event by the masters of maiz
e, visitors learn what it takes create flavour perfection before sniffing, spraying and sprinkling their way to their signature own seasoning. Every carefully-popped flavour is then entered into Propercorn’s nationwide “crowdseasoning” competition.
On the hunt for a new addition to their popcorn collection, tastemakers from around the country can enter online or at the event to be in with the chance of getting their flavour listed in stores across the UK and Ireland. The winner will also receive a lifetime’s supply of popcorn.
Cassandra Stavrou explained, “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.”
