The UK’s number one premium popcorn brand[1], PROPERCORN, looks set to accelerate its unrivalled category growth with the launch of a new microwave popcorn collection this autumn.
REIGNITING MICROWAVE POPCORN
Having established itself as market leader in ready-to-eat, single serve popcorn (64% share) and fastest growing in sharing bags and multipack popcorn[2], PROPERCORN is setting its sights on microwave. Worth £13.8m but with sales down 6% YOY[3], PROPERCORN identified significant untapped potential in this segment of the category and is looking to shake up the snack fixture with new Sweet, Salted and Cinnamon flavours.
NIGHTS IN ON THE RISE
The rise of the big night in means, sharing formats are more popular than ever, accounting for 75% of all popcorn sales[4]. PROPERCORN, whose sharing bags are growing 34% YOY[5], is looking to replicate this success with its new microwave variant, providing the increasingly health conscious shopper with a premium microwave alternative. PROPERCORN’s ready to eat popcorn has become a staple of 18-35 year old snackers and is targeting both the millennial shopper (66% of whom now prefer a night in to going out) and families looking to bring back the nostalgic pop-at-home experience.
THE UK’S FIRST PALM OIL FREE MICROWAVE POPCORN
Made using a blend of shea and rapeseed oil, PROPERCORN’s pop-at-home collection is the only palm oil free microwave popcorn on the market. Free from artificial sweeteners and emulsifiers and made using natural seasonings, PROPERCORN’s collection also responds to growing demand for naturalness in the products people buy and eat.[6]
Health remains top of the agenda, however, with 63% of adults trying to choose healthier formats when out shopping[7]. With this in mind, PROPERCORN’s Sweet, Salted and Cinnamon flavours come in at under 100 calories per serving.
PROPERCORN Co-Founder, Cassandra Stavrou, explained: “More people are eating more popcorn than ever before. And with so many flavours and formats, there’s popcorn for all snacking occasions and all times of day. Just as we did with ready to eat, we want to inject the PROPERCORN personality into microwave popcorn; bringing back that wonderfully nostalgic pop-at-home moment and introducing great innovation to this neglected corner of the category.”
PROPERCORN’s microwave popcorn is available from Tesco, with RRP £2.19 for a 3x 70g multipack.
[1] IRI Value Sales 52 w/e 12th August 2018
[2]IRI Value Sales 52 w/e 12th August 2018
[3] IRI Value Sales 52 w/e 12th August 2018
[4] IRI Value Sales 52 w/e 12th August 2018
[5] IRI Value Sales 52 w/e 12th August 2018
[6] 38% of shoppers avoid food with artificial ingredients, Mintel 2018
[7] Mintel, Attitudes towards healthy eating, 2018
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