We Came, We Saw, We SCOOP-ed…


We Came, We Saw, We SCOOP-ed…

This Summer we’ve teamed up with the British Museum of Food in London to delve into the inner workings of the human mind and bring to life the very moment when our ice cream delights the taste buds and lights up the brain!

The tongue-tingling exhibition is part of The British Museum of Food’s SCOOP: A Wonderful World of Ice Cream, a celebration of ice cream throughout the ages and an exploration of the science, psychology, and chemistry of ice cream.

So what’s the scoop?

Euphoric Eating

is! And the rules are simple: ice cream lovers visiting the British Museum of Food’s SCOOP: A Wonderful Ice Cream World, launching on 3rd July at Gasholders London, Kings Cross, will be handed a complimentary scoop of Ben & Jerry’s Moo-phoria, get hooked up to a brainwave-reading machine which will then power a unique laser light display. Flavour fans can literally see how good ice cream tastes! Visitors will be treated to a complimentary scoop of our latest Moo-phoria light ice cream — light in calories, heavy on flavour — and their own unique brain waves will be monitored to power a light display. Pretty neat!

So, we decided to check out all of this mind-bending and brain-freezing euphoria ourselves, and here’s 4 fun things we learned:

1. Our brains seem to look a whole lot more productive when ice cream is being consumed…which is either outlandish theoretical hogwash or undisputable scientific fact. You’ll have to find out for yourself. 


2. That air is apparently no longer just an invisible gaseous substance that humans rely on for basic survival…it’s an inhalable ice-cream flavoured snack! 


3. That ice cream cones and unidentifiable hanging objects lend themselves rather attractively to fluorescence.


4. That standing in a giant human-size freezer whilst learning about ice is not only a good way to cool down on a sweltering Summer day, it’s also a nice way to healthily explore that phobia you have of being locked inside a giant human-size freezer. 


The Euphoric Eating exhibition was created by Bureau of Extraordinary Affairs

To scoop your ticket visit: https://www.bmof.org/

Dates: 3rd July – 30th September

Address: Gasholder 11, 1 Lewis Cubitt Square, London, N1C 4BY

Opening hours: Monday – Friday 12:00 – 20:00 and weekends 10:00 – 18:00