UK snack brand Proper has announced it’s continuing its mission to “reinvigorate the microwave popcorn category” with the launch of its best-selling Sweet & Salty flavour in its everyday microwave collection for the first time.
Sweet & Salty is the brand’s biggest-selling popcorn flavour. Since originally launching in the Pop-Up Box, it has become a standout performer within the range, Proper said, proving strong consumer demand for the flavour in microwaveable formats.
The launch comes as microwave popcorn presents a significant opportunity for growth. It provides a unique at home experience. Yet, despite a dedicated shopper base, the segment has experienced a steady decline in recent years, with limited innovation in the category.
However, Proper has already started to change that, it said. Earlier this year, the brand launched the Pop-Up Box, bringing added theatre and convenience to the at-home popcorn moment and generating £1m in incremental sales since launch in March.
Glow up
Alongside the launch, Proper’s microwave popcorn collection (Salted and Sweet) has also had a glow up, with a redesigned look for greater shelf standout.
Both core flavours have improved recipes, scoring significantly better in consumer testing, with Sweet now fully HFSS-compliant.
Rebranded as Fresh Popcorn, the collection leans into the trend for richer, more immersive and experiential sensory experiences, bringing the “unique aroma, warmth and theatre of freshly popped popcorn to life as the only warm offering in the snack aisle,” it said.
Launching exclusively in a 3x70g multipack format with an RRP of £2.50, Proper’s microwave collection will be rolled out across retailers from October.
Sandie Dilger, CMO, said: “Microwave popcorn is as experiential as snacking gets. It’s a moment of theatre at home that people love and a firm favourite with families. We’re excited to bring Sweet & Salty, our number one flavour, to our core microwave range, creating more ways for people to Practice Proper Snacking at home.”
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