Tangerine Confectionery, which included brand Butterkist Popcorn, has announced a major rebrand for the Butterkist brand in a bid to re-affirm its position a popcorn brand in the UK.
Taking classic elements from its all-American heritage, which dates back to 1914, the new look features matt packaging, a new strapline of ‘Butterkist Productions presents…’ and a range of design elements that date back to the age of the silver screen.
The new packaging aims to reaffirm the connection between popcorn and the cinema experience and this will be supported in a repositioning for Butterkist.
Focusing on the escapism consumers get from watching films, the snack brand aims to “make everyday life more like a movie” by providing a break from the norm.
Building on the growth seen in the popcorn market, the Butterkist range has been enhanced with the introduction of new flavours and formats, and hopes to appeal to new and old fans alike.
Flavours such as cinema sweet and sweet & salted, which have surged in popularity in recent months, have become permanent fixtures in the range.
New pack formats and price marked packaging has been developed in a bid to provide greater flexibility for retailers, and a wider range of pack sizes, catering to the family sharing market and the portion-conscious consumer, have been introduced to the portfolio.
Tangerine’s investment in its Butterkist popcorn portfolio is the first major investment since the arrival of Graham Hunter and restructure of the senior management team.