Lurpak® presents ‘Haus of Flavour’ to give Brits the bold flavour fix to bland

Lurpak® is bringing a multi-sensory experience to Shoreditch in London on Wednesday 27th May 2026 to rescue Brits from boring dinners.

Enter ‘Haus of Flavour’, an event serving a bold and premium new take on one of Britain’s most famously bland, but much loved, staples: the potato.

At the experience, guests will be treated to a free crispy potato skin filled with smooth, creamy pomme purée, enriched with Lurpak®’s new Chilli & Garlic flavoured butter. Each one will be perfected by potato chefs, finished with a blowtorch char and topped with a salt-bae sprinkle of smoky paprika.

With new research suggesting that nearly a quarter of Brits are eating underwhelming dinners multiple times a week, the ‘Haus of Flavour’ shows how even the simplest staples can turn into mouthwatering experiences with the right ingredients.

At the experience, guests will follow their senses through the space, from the smell of chilli and garlic butter to the sight of bold toppings and condiments, all chosen to complement the potatoes, while a bespoke soundscape is designed to heighten the enjoyment of every bite.

Guests will also be able to get their hands on exclusive Haus of Flavour merch, including the chance to personalise their own butter knife to take home.

The launch of ‘Haus of Flavour’ follows new findings from Lurpak® which identified ‘bland’ as an official sixth flavour state – sitting alongside sweet, salty, sour, bitter and umami – giving a name to the flat, forgettable meals that leave Brits underwhelmed.

What: Lurpak® Haus of Flavour
Where: 1 Kingsland Road, London, E2 8AA
When: Wednesday 27th May, 12.00pm – 6.00pm
Cost: Free