Proper Snacks is looking to shake up the popcorn category by launching a new range of savoury popcorn with three new flavours.
The brand says it is “bringing new life” to the traditionally sweet popcorn category through a flavour-intense savoury range on a moreish, light base. First up is Tangy Chilli bringing chilli heat and a zingy tang to the table. Next, Smoky & Sweet Paprika with a warm kick to your taste buds. Finally, Cracked Black Pepper & Salt delivering a peppery finish with a hint of creaminess.
This launch comes as Proper says it continues to lead the industry with +18% growth year-on-year with the new savoury range, it looks to reinvigorate the snacking category with options that are anything but boring – ensuring that taste always come first.
The new popcorn range is naturally high in fibre and seasoned with natural flavours, and under 100kcal per serving. Not only is popcorn a whole grain, but each pack is vegan, gluten free and contains absolutely no palm oil. Some might even call it a ‘super snack’. Almost 90% of Propercorn is now HFSS-compliant, and this range is no exception.
The packs are available in sharing bags in Waitrose now followed by Ocado, Sainsbury’s and other independent retailers in September. RRP £1.90 / 70g.
The packs are illustrated by independent London-based artist Annu Kilpeläinen – known for depicting bright landscapes and colourful environments – who has taken inspiration from Proopercorn’s bold flavours and visual worlds to bring the packs to life.
Founder of Proper Snacks, Cassandra Stavrou, says: “In the US popcorn market, nearly half of sales come from savoury, because people have an abundance of savoury flavours to enjoy – an opportunity that is only serviced by salted popcorn in the UK. That shows huge untapped potential to grow the snacking category here as a whole.”
