The UK’s fastest growing popcorn brand, is set to introduce a new kids range to the market this September. Continuing as the driving force of the booming popcorn category, Propercorn’s lower sugar and lower salt alternative will provide a perfect solution for after school snacking and lunchboxes.
Propercorn is exploding onto the kids snacking scene with a savoury Tomato Ketchup and Simply Sweet flavour popcorn, available in convenient 12g snack packs and carton multipack formats.
Parents are increasingly looking to food brands to help them make informed decisions, so Propercorn’s “No Junk” offering contains nothing but wholegrain corn, natural seasonings and no refined sugar.
Popcorn continues to be the fastest growing category within CSN, with its unrivalled growth driven by a demand for healthier snacks amongst adults. Propercorn, who is market leader in single serve and fastest growing in sharing popcorn, is now looking to replicate this success with their new launch, creating a totally unique offering for retailers and families.
“Since we launched nearly six years ago, we’ve watched popcorn go from mainstay of the cinema to healthy snacking staple”, explained Propercorn co-founder, Cassandra Stavrou.
“Popcorn is a totally natural, wholegrain food, with an inherent nostalgia and fun that makes it perfect for kids. A simple popping process- which every parent understands- and simplicity on pack to help mums and dads make informed decisions when out shopping. We’re hugely excited to make popcorn an everyday, healthy snack for children, just as it is for adults.”
Propercorn identified that parents want increased clarity on what goes into the products they buy and feed their families, so have used a simple on pack infographic to illustrate the contents of each bag. Both Tomato Ketchup and Simply Sweet are gluten-free, suitable for vegetarians and provide a high fibre source of slow release energy, perfect for after school snacks, lunch boxes or on-the-go.
The vibrant packs, designed to both excite and inform families, also bring to life Propercorn’s “weird and wonderful world” of Poptopia, inhabited by monsters known as Cornivores. Every multipack carton contains two collectable Cornivore cards with 75 unique characters for children to collect in total – kids will also be invited to draw their own monster and upload it via social media, for their chance to see it brought to life by the Propercorn team.
The launch will be supported by an extensive digital campaign, celebrating the magical world of Poptopia, as well as the simple popping process behind each pack.
Propercorn for kids will be available in selected retailers including Tesco, Planet Organic and Amazon from mid-September with RRP £1.79 for the 5 x pack multipack and £0.59 for single serve snack packs.
 Simply Sweet: 68% less sugar than Bear Yoyos. Tomato Ketchup: 67% less salt than Pombears
 IRI Value Sales 52w/e 20 May 2017
 IRI Total Market Value Sales 52 w/e, 20 May 2017 56% share of market
 97% of parents don’t trust health claims on products, Dunnhumby Shopper Thoughts Panel, November 2016