Snack brand Proper has extended its portfolio with the launch of Crunch Corn in four flavours.
Already known for its popcorn and crisps, Proper is now set to inject the same fresh energy into the nuts aisle - at a time when the segment is losing relevance with younger shoppers.
Crunch Corn joins the brand’s line-up as a modern, nut-free alternative, offering punchy flavours in glossy, vibrant packs.
With more than 90% of adults in the UK not eating enough fibre, Proper Crunch Corn is naturally high in fibre and “offers a bold, crunchy experience without compromising on flavour,” it says.
The vegan range debuts with four flavours - Sea Salt, Crispy Chilli Oil, Barbecue and Maple Bacon. RRPs are £1.15 for standard packs and £2.25 for sharing packs although Maple Bacon is only available in sharing packs.
Sandie Dilger, chief marketing officer, said: “With Crunch Corn, we’re building on our track record of driving growth in both the crisps and snacks categories. Shoppers are increasingly looking for more fibre, and this launch delivers it in a bold new format that brings fresh energy to the nuts aisle and snacking occasions.”
The launch is supported by Proper’s Masterbrand campaign Practice PROPER Snacking, with a second wave of OOH and digital investment running from 22 September.
The new range is available from this week in Waitrose with further listings in wholesalers including CN Foods, Suma, Camelot, Arkay, Cottage Delight and Springvale confirmed for September.
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