Forget the traditional salt, Brits now load up their cinema popcorn with little luxuries like sweets, hot dogs, jalapeños, and salsa.

For decades, a bucket of crunchy corn has been as integral to going to the movies as the (interminable) ads, with two-thirds saying it is still an essential part of the experience.

But new research by mobile provider Three UK has revealed that three-quarters of Brits (76%) indulge in more premium ‘loaded’ and upgraded snacks at the movies, with a 76% rise in the past two years. In fact, more than half (57%) now prefer it to plain varieties.

To help meet demand for this food craze, Three has partnered with Cineworld to bring exclusive new flavours of loaded........

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