Grab some snacks the Proper way!

PROPER Snacks, The UK's top better-for-you snack brand, has launched the absolutely sensational 'The PROPER Dropper'; which is 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 today and tomorrow only (28th and 29th of October) The PROPER Dropper has been launched in response to research showing that nearly 70% of us are looking to seize new opportunities, and 68% are open to trying something they've never tried before.

Members of the public will have the chance to take home bags of PROPERCORN and PROPERCHIPS, plus new PROPERCRISPS, besides special 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.

Said Cassandra Stavrou, co-founder of PROPER Snacks: “PROPER is a brand that's always been about bringing fun and creativity to every day life. 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, which is  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.

Also, 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.

PICTURED: Tash and Amy demonstrate the 'PROPER Dropper', the UK's first human claw arcade machine.

It's opened at 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. The photo is courtesy of Jonathan Hordle/PA Wire.