Bompas & Parr

Institute of Flavour

Crowd-sourcing exciting new flavours of popcorn, with guests choosing from a 300,000-strong flavour library.
Institute of Flavour

Democratising flavour

London, 2016: Bompas & Parr invited the public to be part of a revolutionary 'crowd-seasoning' initiative, allowing one winner to pick a new flavour for popcorn-maker Propercorn.

At stake, a lifetime's supply of popcorn awarded to the creator of the chosen formula, which would be listed in stores across the UK and Ireland.

The Institute of Flavour, in London's Soho, presented a huge array of flavours – some predictable, others more esoteric – that collectively represented a potential 300,000 combinations.

With flavours ranging from violet to black truffle and yuzu, guests were guided by 'masters of maize', learning what it takes to create great flavours before creating their own signature seasoning.

The institute also featured a curated display of ancient grains, including some from central Mexico that were 5,000-years-old.

Photography by Marcus Peel and Marc Sethi.