As part of their Masters Of Real campaign, the good people at Häagen-Dazs are hosting a pop-up event to showcase the quality and integrity of the ingredients they use in their ice cream. Their Master Ice Cream Academy will take place in Bloomsbury Square in London on the 4th and 5th August, and you are invited to come along for an exclusive multi-sensory experience as well as free samples of sublime Häagen-Dazs ice cream. A specially designed ‘sensory dome’ will occupy the garden in the middle of the square for two days of demonstrations, talks and culinary discovery.
To help convey their message, Häagen-Dazs have invited three ‘Masters Of Real’ to share their knowledge and experience throughout the event; celebrated chef Dan Doherty from Duck and Waffle, Professor Barry Smith, founding director of The Centre for the Study of the Senses and Rosie Thomas, the inimitable blogger behind thelondoner.me. These very different professionals, united by their passion for the authenticity and quality of Häagen-Dazs, will be bringing their expertise to the fascinating subject of multi-sensory dining.
It has long been known that we use the senses of smell and taste while eating, but increasingly research shows that touch, hearing and sight play important roles too. Did you know, for example, that the colour of a food or drink will influence how sweet you find it? Or that listening to different musical instruments while eating can affect your perception of sweetness or bitterness? It is now agreed that our experience of eating begins long before we put food in our mouths, with aroma, appearance and sense of anticipation all impacting on the end result.
At Häagen-Dazs, they know the value of serving their ice cream at the right temperature (approximately ten minutes after it has been removed from the freezer) not only because it increases the sense of expectation, but also because it results in the best possible flavour and the perfect mouth feel. And because their ice cream is made with only ‘real’ ingredients, this texture is the very best you can get.
As part of the unique sensory experience, you will learn the difference between ‘taste’ and ‘flavour’ and see the vital role that aroma plays in the enjoyment of food. You will also have your visual associations challenged before sampling ice cream at its finest. Come to Bloomsbury Square to join in the adventure and to have your senses stimulated in the name of scientific discovery. And did we mention the free Häagen-Dazs samples?
The Master Ice Cream Academy, Bloomsbury Square, London WC1 - 4th August 11am-1.30pm (final session begins) and 5th August 11am-5.30pm (final session begins)