Kallø, the natural food brand, is bringing sofa snacking to life this September with an immersive pop-up experience at Battersea Power Station this weekend, as it claims a snacking sector product first, writes Neill Barston.

The company’s Popped Corn Cakes have recently launched into Waitrose, Ocado and Tesco in a series of core flavours  Cinnamon, Buttery Toffee, Sweet & Salty and Caramel.

Additionally, they are also being released in two indulgent flavours, Dark Chocolate with Sea Salt and Dark Chocolate with Salted Caramel, delivering what is believed to be a completely original segment offering in mixing  high-fibre, natural ingredients with moreish flavours.

As the business explained, the series takes it cue from a familiar ritual of  rummaging down the back of the sofa – and turns it into a game. Visitors are invited to search a specially built sofa for hidden prizes, before sampling all six Popped Corn Cakes flavours at the lounge’s own mini snack bar.

The Kallø Snack Lounge will open its doors on Saturday 26th September, to a playful, lounge-inspired space designed to turn ordinary nights in into fun, feel-good moments of discovery.

While queueing for the experience, visitors will be greeted by brand ambassadors dressed in striped pyjamas who will hand out a flavour profile quiz to work out their Kallø flavour match.

To enter the pop-up, visitors knock on a bright pink door numbered 36, a nod to the low-calorie content of the products, flanked by stained-glass-style panels and topiary, before stepping through into the lounge.

Once inside they will be invited to rummage down the back of a bespoke sofa to uncover oversized hidden objects, each one linked to a prize, ranging from scrunchies to eye masks from brand partner, Their Nibs, to branded tote bags and full-size packs of Kallo Popped Corn Cakes. Each participant will also receive a complementary pack of Kallo Popped Corn Cakes matched to their flavour sticker.

With visually appealing displays and fun furnishings throughout, there will be many photo moments to give content creators and visitors plenty to share on their social media accounts.

Outside the lounge, Kallo brand ambassadors styled like cinema ushers, will also provide free samples to passing shoppers across Battersea Power Station.

Amber Briscoe, Kallo social media and activation believed the initiative would prove a strong piece of brand-building.

She commented: “We are so excited to see the Kallø ‘Pop Up’ Lounge come to life at Battersea Power Station. We set out to create an activation that perfectly captures the feel-good, cosy night in vibes that perfectly align with our new Kallø Popped Corn Cakes. The activation is designed to immerse attendees into the Popped Corn Cake world and introduce them to the deliciously moreish flavours, whilst engaging them in fun games, with plenty of prizes and Insta-worthy photo moments.”