Thorntons partners with Bompas & Parr for taste pod experience

Thorntons has enlisted Bompas & Parr to create a taste profiling and sensory 'taste pod' within the chocolate maker's Westfield Stratford store.

Thorntons has re-launched its Continental collection with five new flavours
Thorntons has re-launched its Continental collection with five new flavours

Members of the public are invited to visit the new store on 28 January to take part in the experience. Each individual will go through a taste profiling exercise in order to identify their ideal balance of flavours, with tastes such as sweet, salty and bitter to be sampled. 

Participants will then be treated to a corresponding chocolate from the Thorntons recently re-launched Continental collection.

The chocolate can be enjoyed in the taste pod, which will feature ambient lighting, music and scents designed to enhance sensory experience.

The free one-day experience is designed to promote the Continental collection, which includes five new flavours.

Jayne Ranby-Ashton, chocolate maker at Thorntons, said: "Our Continental chocolates have been evolving for 60 years now and our five new flavours have been developed with the same passion and craftsmanship that we’ve always used.

"We’re delighted to be working with Bompas & Parr to create this unique tasting experience to offer our fans a taste of Thorntons like never before."

Sam Bompas, co-founder of Bompas & Parr, added: "Our tastes vary hugely so we all experience food differently. By profiling each visitor's taste we are able to determine their ideal chocolate tasting journey and then enhance this using brain scanning techniques.

"Our booth will use an electroencephalogram, lights, sounds and a sense of weightlessness to allow people to enjoy the Thorntons Continental collection in the optimum environment, isolated from any distractions. The chamber's technology accelerates the onset of the Ganzfeld effect with the only stimulus coming in the form of the flavour of the chocolate and the lurid visuals generated by the user's own brainwaves."

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