Metcalfe’s launches Salted Caramel Popcorn and extends new look across the range


Perfectionist popcorn poppers Metcalfe’s skinny have revealed that their first new seasoning launch for 2017 will be Salted Caramel, available from the end of May. Also, the updated packaging design, which was introduced at the end of last year on Metcalfe’s skinny popcorn, will be rolled out across the extended Metcalfe’s range of popcorn crisps, popcorn thins and ricecakes.

The new Salted Caramel flavour is being launched in sharing and impulse packs and capitalises on the popular “sweet and savoury” trend, but with 30% less saturated fat than typical Salted Caramel popcorn available on the market. The concept researched extremely well, with almost 90% of consumers surveyed rating the flavour as very appealing or appealing. It is also suitable for vegetarians, high in fibre and contains only 114 calories per serving.

The updated look will be rolling out across the range of Metcalfe’s Popcorn Crisps, Popcorn Thins, Popcorn Thins Minis and Ricecakes. The new creative combines bold colour schemes, with simplified layouts and messaging, which appeals to a broad consumer base, whilst at the same time providing additional stand out on shelf.

Marketing director Andrew Slamin comments: Recent trends indicate a rise in consumer demand for sweet & savoury flavours and lighter, better-for-you snacks so we’re excited about Salted Caramel – a product that ticks both boxes. We’re also pleased to extend the updated packaging design across the range which provides much more impact and successfully brings Metcalfe’s® lighter brand personality to life.”

The new seasoning and packaging follow Metcalfe’s skinny’s “Pop It Like It’s Metcalfe’s” TV advertising campaign which ran this March and April, offering consumers a look behind the scenes at their fictional “Popcorn Lab” and the very unusual ways they generate the energy needed to pop their popcorn.

Metcalfe’s skinny is a growing premium popcorn brand, up by 5.3% year-on-year and now purchased by a record number of households. The launch of Salted Caramel offers retailers something new for their customers and will bring further excitement to the category. In addition the new packaging will help drive continued growth across the range of Metcalfe’s products.