Jimmy's Pure Popcorn

Leading European popcorn producer sets its sights on UK market

September 27, 2017, 1:32 pm

JIMMY’S, one of Europe’s leading popcorn producers, has announced the launch of its PURE POPCORN range in the UK, making it one of the healthiest popcorn available on the market.

A range of three classic flavours – Seasalt, Sweet and Sweet & Salty – will spearhead the brand’s entry to what is a thriving category sector with each bag containing less than 100 calories, less sugar and salt compared to regular popcorn and no aromatic substances, colourings, flavourings or sweeteners.

JIMMY’S currently holds a market share in 17 countries, supplying major cinema chains around Europe and is one of the only popcorn producers in the world to own their own state-of-the-art factory in Rotterdam, designed and built to produce JIMMY’S products exclusively.

In addition to its health benefits, the bespoke JIMMY’S popping method means the end of un-popped kernels at the bottom of the packet, giving consumers a higher quality eating experience.

The Dutch-based company’s UK arm launched two years ago following a partnership with Steve Seddon – former managing director of popcorn company Kernels, originally acquired by Butterkist (then Cadbury) in 2002 – and has already achieved a £1.5 million turnover in less than two years.

Jimmy's Pure Popcorn packaging
Jimmy’s Pure Popcorn packaging

Initially supplying UK cinemas with great-tasting and high-quality popcorn, the brand has built on this success and JIMMY’S will now offer its consumer snacking range to the UK market.

Steve, director at JIMMY’S UK, said: “Popcorn sales are soaring in the UK market, which can in part be accredited to the shift in consumer habits from traditional, generally spud-based, snacks to ‘good-for-you’ alternatives.

“Certainly within the last few years, popcorn is the snack that has seen most benefit from this shift in consumer buying habits: Kantar Worldpanel data shows us that take-home sales have now passed the £100m mark for the first time, rising 14.6% on volumes up 7.5% [52 w/e 29 January 2017].

“What really sets the brand apart is the innovation behind the product that we have engaged in order to create a healthier alternative for consumers to enjoy without compromising on flavour. As a natural alternative to sugar, we use chicory beet root fibre that gives a subtly sweet flavour and is completely new to the market.

Jimmy's Pure Popcorn
Jimmy’s Pure Popcorn

“Popcorn has seen exponential growth in a few short years from microwavable packs and kernels to one of the grocery’s biggest success stories and we are proud to be offering a range of products at the forefront of this sector, offering consumers a product that combines healthy snacking and on-the-go convenience without comprising on taste.”

JIMMY’S PURE POPCORN currently retails at 89p RRP per bag and is stocked in WHSmith Travel stores around the UK.


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