Propercorn teams up with Bompas & Parr on 'Crowdseasoning' initiative

Propercorn has joined forces with culinary architects Bompas & Parr on its latest campaign, which will see a two-day event take place in London's Soho from 17-18 June.

The pop-up will be open for two days from 17-18 June
The pop-up will be open for two days from 17-18 June

As part of a month-long campaign, the popcorn brand will invite consumers to explore the Institute of Flavour, which will take them on a sensory journey into seasoning.

Propercorn is on the lookout for a new limited edition flavour and this activity will help find it.

Guests will be guided through the event by 'masters of maize', and will learn about what it takes to create great flavours, before sniffing, spraying and sprinkling their way to their own signature seasoning.

Each flavour created in the Institute will be entered into a nationwide ‘crowdseasoning’ competition. Interested popcorn enthusiasts will be able to enter their creations either online or at the event, for the chance for their flavour to be made and listed in stores across the UK and Ireland.

The winner will also receive a lifetime’s supply of popcorn.

Cassandra Stavrou, co-founder at Propercorn, 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."

More: Propercorn and Sipsmith confirmed for immersive Shakespeare performance

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