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Fireworks and the celebrations that go with them are great but what if they could be better. What if you could, say, taste them? An explosion of flavor as every firework exploded?
Sounds completely crazy but it's exactly what Bompas & Parr set out to achieve this New Year's eve in London when, alongside Vodafone, they set about created the biggest simultaneous multi-sensory taste experience ever produced.
Around 50,000 people who were situated between the Westminster and Hungerford Bridges were treated to the primary experience. Clouds of apple, and cherry. Strawberry mist, peach snow and thousands of huge bubbles filled with Seville orange flavored smoke and banana confetti. These were released in conjunction with certain colored fireworks so crowds smelt and in some cases tasted what they were seeing.
Another 100,000 people were given scratch and sniff cards, LED wristbands and different fruit-flavoured sweets to interact with the show.