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There are 20,000 species of fruits in the world. This is the story of how Riot Games added 1 more.
Riot Games
What if you could actually taste a power-up? - CampaignThere's a new flavour that I haven't tasted before - DuniaGamesThe fruit tastes different each time someone tries it - IGN
Keeping League Fresh

League of Legends has been the most popular PC game in the world for 11 years. Fans had seen everything, from elder dragons to k-pop ninjas. So, to re-ignite the imagination of fans, we asked a question no one else had. 

What if you could taste a virtual fruit?
Crafting a Fantasy

Working with Massimo Pasquarelli, the Ritz-Carlton Singapore's executive chef, we used molecular gastronomy techniques to create something that had a distinctive otherworldly taste.

Sketch of Honeyfruit Ingredients
The Essense of Honeyfruit

Thanks to microbeads of condensed flavour, Honeyfruit tasted different with every bite.

Transdimensional Fruit Carts

Honeyfruit carts that looked like they were straight out of the fantasy world of League appeared everywhere, and the fans came out in droves to get a taste. 

Fan-tastic Responses

Fans did taste tests, reviews, cooking videos, parodies, and fan art. No one could agree on how it tasted, but everyone couldn’t stop talking about it. Some loved it, some hated it, but no one could resist it.  

4.4M media impressions1.7M social impressions within 2 weeksW-Honeyfruit-Result-3
Who knew the best way to launch a game was to launch a fruit?
A hand holding honeyfruit