Propercorn Institute of Flavour

I like my popcorn how I like my men: Hot and Italian.

Okay – so that may sound a little irrelevant and out there when you put it next to the above title and the content of the photos you see before you, but just hang on with me here!

If you’re a lover of popcorn (and I’m pretty sure that most of the world’s population can’t resist a bowlful of the famous snack come movie night) – then you’re in for a real treat, thanks to Propercorn’s GENIUS new campaign…

And if you’re based in the UK – you’ll know that this brand sure know to make a bloody good bag of popcorn; think the delicious crunchy kind you get at the cinema, but with a slightly more sophisticated and nutritious twist.

This month, Propercorn are launching ‘Institute of Flavour’ – which is all about getting people to learn more about the creativity that goes in to making popcorn, ‘properly’.

And so, they have created their own flavour-making kit – which contains a collection of powders that can completely transform plain popcorn to how ever you like: be it sweet, salty, bitter, sour or ‘umami’. Yup – turns out there’s a real technical side to getting the perfectly balanced flavour popcorn! You’ll also get some unpopped butterfly kernels, rapeseed oil and a clear food bag for shaking up all the goods together to create something EPIC.

To celebrate, the guys at Propercorn are giving one popcorn extraordinaire the pretty cool opportunity to win a LIFETIME SUPPLY OF PROPERCORN. I mean, what else could one want in life?

You can really be as imaginative as you want; but if you want to do it properly – then you gotta abide by the popcorn making rules. You see, there’s so much more to it than just throwing whatever takes your fancy in to the bag – you gotta consider the careful art that goes in to getting the perfect flavour…

‘Like the primary colours, sweet, salt, sour, better & unamii tastes cannot be replicated by mixing any other flavours together. Every flavour we make mixes together 2 of the basic 5 tastes.’

Oh yeah… It’s serious stuff, guys. Reckon you’ve got what it takes to nail it?

Here’s my attempt of creating my very own ‘Hot Italian’…

Spray a pan with the rapeseed oil.

Add the kernels, then put the lid on top.

Aaaad wait for them to pop! At this point, your kitchen will smell like a dream…

Transfer to zee bag, and add your spices with a good pinch of Himalayan salt. I chose tomato and basil with a hit of fiery turmeric to create my ‘Hot Italian’…

NOW SHAKE THAT THANG!

And the final result? H E A V E N in a bowl.

I’ve said before than I’m a total sucker for those Italian flavours – and of course turmeric had to make a sneaky appearance to bring in a little warmth. Now do you see where my opening comment came from? Needless to say – my romantic fling with ‘Hot Italian’ didn’t last very long… But hey, hopefully it will come back around very soon. 😉

If you’re down for giving yourself the challenge of designing your own flavour – then head over to the campaign website www.instituteofflavour.com – then be sure to hashtag your creation on Instagram #FlavourDoneProperly #InstituteOfFlavour!

Trust me, the whole taste-making process is poppin’…. Go for it.