UK snack brand Proper is looking to innovate in the popcorn market with its new pop-up boxes.
Described as the ‘first ever pop-up microwave popcorn boxes,’ the new product has been specially designed for quick heating.
The boxes adds “extra theatre and convenience to the microwave popcorn moment, transforming from flat pack to a ready-to-eat, box-fresh popcorn in just two minutes, removing the need for a separate bowl and creating an entirely new way to Practice Proper Snacking,” the brand said.
Microwave popcorn is one of the most experiential segments within savoury snacking. Notably, 56% of microwave popcorn shoppers do not purchase other popcorn formats, underlining the segment’s distinct role and loyal shopper base. Proper’s Pop-Up Box brings a premium, cinema-style experience into homes for the first time, it adds.
The launch also brings the brand’s number one flavour, Sweet & Salty, into their microwave collection for the first time. Proper remains the number one Sweet & Salty popcorn in the UK across all formats, selling over 38m packs a year. It is joined in the new box format by Sea Salt, giving shoppers the opportunity to enjoy the brand’s two best-selling flavours in this new format.
The single 90g format carries an RRP of £2.25 and is made with wholegrain corn, is high in fibre and under 100kcal per serve.
The roll-out is being backed by a dedicated in-store campaign across digital screens and POS, supported by content on Proper’s owned channels to drive visibility, educate shoppers on this new and innovative pop-up format. It will also be launching its latest Practice Proper Snacking masterbrand campaign on 20th April, covering OOH, digital, sampling and in-store activity.
Sandie Dilger, chief marketing officer, said: “Microwave popcorn should be the most exciting part of the CSN aisle. It’s hot and fresh, it’s sensory and it’s got built-in theatre, but the segment hasn’t kept up.
“With the Pop-Up Box, we’ve set out to change that, bringing the iconic popcorn box that we all know from the theatre and movies into the home. It’s about as experiential as snacking can get – giving retailers a reason to re-energise a category that’s felt stale for too long.”
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