Proper steps into cheese snacks with two bold releases
Proper says it will shake up the snack aisle once again by taking on the nation’s favourite flavour by designing its first-ever cheese range.
Proper is tapping into a demand for cheese snacks where dairy is the biggest flavour in crisps, snacks, and nuts, with over £750 million spent on cheese-flavoured snacks every year.
With a bold new take on its new cheese collection, Proper is bringing out All the Cheese Lentil Chips. A “cheese utopia” that blends Cheddar, Emmental, Mozzarella, and Gouda into a crispy, savoury snack.
While the UK popcorn market has long been led by sweet flavours, Proper says it sees a major opportunity to bring real cheese to the popcorn aisle, leading the way in flavour-packed snacking.
Strengthening the brand’s growing Savoury Popcorn collection, which already includes Tangy Chilli and Smoky & Sweet Paprika, Proper is also launching Mature Cheddar Popcorn, a golden cascade of rich, tangy mature cheddar that offers a lighter, high-fibre alternative to traditional cheese-flavoured snacks.
Both new products are available in single serve, grab bags, sharing bags and multipacks.
Launching in Tesco and Sainsbury’s this month, followed by WH Smith on 21st April and Waitrose, Morrison and ASDA later this spring, Proper’s new cheese range is set to become one of the biggest snacking launches of the year.
Both new launches are designed to meet consumer and retailer demand for snacks that deliver on flavour without compromising on quality. The products are made with natural flavouring, contain no artificial colours or flavours, and are gluten-free.
With £62.9m RSV and 7% growth year-on-year, Proper continues to redefine modern snacking. Having driven 84% of the popcorn growth in the last 7 years, Proper has cemented its position as the category leader.
Properchips is now worth £27.4m – having doubled in size since 2021 – and Propercorn now sits at £35.5m RSV, as demand for flavour-packed snacks grows.
Sandie Dilger, chief marketing officer at Proper Snacks, noted the UK’s undeniable love for cheese – describing it as a go-to in everything from sandwiches to snacks, so it was important that gives cheese the Proper treatment.
“All the Cheese chips – with four real cheeses – and Mature Cheddar popcorn bring something new to snacks across both our popcorn and lentil chip bases,” she said. “In a category where too many brands rely on artificial ingredients to create that cheesy flavour, we’ve taken our commitment to big and natural flavours to create a snack that meets consumer demand for great-tasting products.”
