The experience was created by Vodafone, in partnership with the Mayor of London and food artists Bompas & Parr, to coincide with the fireworks display produced by agency Jack Morton Worldwide.
Attendees situated along the River Thames were treated to clouds of apple, cherry and strawberry mist, peach snow, ‘floating oranges’ – thousands of giant bubbles filled with seville orange-flavoured smoke – and 40,000 grams of edible banana confetti.
One hundred thousand people in key viewing areas by the Thames received multi-sensory packs featuring scratch and sniff programmes, LED wristbands and seven kinds of fruit-flavoured sweets that related to the tastes and smells of the multi-sensory display.
Kevin Austin, assistant director of the Mayor’s external relations unit at City Hall, said: "We are delighted with how well the Mayor's fireworks display went. The pyrotechnics and lighting were as thrilling as ever, but the multi-sensory element made it an even more memorable event, putting London at the vanguard on the international stage. It was a brilliant start to 2014."
Mayor of London Boris Johnson, added: "There is no better way to celebrate the highs of 2013 and the start of an exciting new year than by seeing one of the world's most dazzling firework displays, now augmented in more ways than one.
"Watched by millions around the world, and hundreds of thousands of people from the banks of the Thames, it highlights our capital's fantastic community spirit and its premier position on the global stage."
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