London, Friday 28th October: PROPER Snacks, The UK's leading better-for-you snack brand, has created 'The PROPER Dropper'; a life-sized arcade claw in London's Shoreditch, which will see players strapped in and dunked into a pit of 16,000 snacks and thousands of pounds worth of prizes.

Open on the 28th and 29th of October only, The PROPER Dropper has been launched in response to research revealing that almost 70% of Brits are looking to seize new opportunities, and 68% are open to trying something they've never tried before[1].  

Members of the public will be in with the chance to take home bags of PROPERCORN and PROPERCHIPS, plus new PROPERCRISPS, in addition to hidden prizes including high-end fashion rental platform ByRotation, where you can hire out a show-stopping look for less, exclusive merch from iconic fashion brands FILA and NICCE, and Roam speakers from surround sound connoisseurs, SONOS.

Cassandra Stavrou, co-founder of PROPER Snacks commented: 

“PROPER is a brand that has always been about bringing fun and creativity to the every day. So, we decided to turn up and give the public something unforgettable.”

“Whether it's building a giant popcorn cement mixer or wallpapering London in popcorn pattern, we've always done this the 'PROPER way'. The human claw goes right to the heart of our brand – another moment where we totally reimagine a childhood arcade game, and stop people in their tracks with our creative ambition. We're so excited to bring the Human Claw to life this Autumn.”

The activation is the latest in a long line of bold moments in PROPER Snacks' history, including popcorn-wrapped London buses and a 33ft pink cement mixer tour around the UK.

Similarly, the brand has a long history of championing iconic up-and-coming designers and artists, with many contributing to its now infamous on-pack designs. The decision to launch a (literal) 'pick-me-up' attraction in collaboration with iconic designer Toby Triumph, was taken to inject the same creativity and fun seen on its packs, back into the city.

The PROPER Dropper opens on Friday, 28th October and will run till Saturday 29th, October at Ely's Yard, Shoreditch, 91 Brick Lane, E1 6QL, London. Sessions will be allocated on a first-come-first-served basis and at random through a 'spin the wheel'. Sessions are limited between the hours of 11:00 and 20:00 and are completely free. Pre-booking is unavailable. The ride is available for those 18+, and surrounding activities are suited for all ages. Prizes are allocated at random and issued at the discretion of the provider. For further updates, follow @proper on Instagram and @propersnacks TikTok and search #properdropper to find out more.

ENDS

Picture caption: Tash and Amy demonstrate the 'PROPER Dropper', the UK's first human claw arcade machine, ahead of its launch on October 28, giving people the chance to win free Snacks and thousands of pounds worth of prizes. Issue date: Thursday October 27, 2022. PA Photo. Opening in Ely's Yard, Shoreditch for two days only, The arcade machine contains a pit of 16,000 bags of PROPER Snacks, as well hidden gold packs with prizes from brands such as NICCE, ByRotation, FILA, and SONOS. Photo credit should read: Jonathan Hordle/PA Wire.

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For further information, please contact Ashlie Allen on a.allen@woodrowcommunications.com / 078146 81838 or Sonia De Mello on s.demello@woodrowcommunications.com / 07380 942308

About PROPER

Founded in 2011 by Cassandra Stavrou, PROPER has quickly emerged as the UK's leading better-for-you snack brand. Prior to launching PROPERCHIPS and PROPERCRISPS, the colourful snack maker was best known for its award-winning collection of popcorn, PROPERCORN.

Starting out by tumbling popcorn in a refashioned cement mixer, its passionate London-based team have grown from kitchen start-up to global snack favourite in less than ten years.

'We're not perfect, we're a B Corp'

To be awarded B Corp status, brands have to meet high standards of overall social and environmental performance, transparency and accountability. PROPER became a verified B Corp way back in 2018. Read more about what this means to us, here: https://proper.co.uk/pages/b-corp

[1] Attest Survey, 07.09.22, 2,000 consumers Nat rep