Creamyworld is an interactive virtual reality experience that aims to heighten the creamy flavour of Castello's Creamy White cheese.
The VR experience is triggered by eating a piece of cheese on a specially made spoon; made with an Oculus Rift controller and a 3D printed attachment.
As they eat the cheese, the user is taken into the fully interactive world of Creamyworld. The experience lasts for the length of time the cheese flavour lasts in your mouth.
Creamyworld has been rolled out in Europe and the UK.