Propercorn reports pack sales top 1m in first year and plans further expansion

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Propercorn: expansion on the cards

Propercorn: expansion on the cards

Gourmet popcorn brand Propercorn celebrates its first successful year of trading this month and reports sales have topped 1m packs.

Propercorn said it plans to grow its market share next year by introducing a range of new flavours, larger pack formats and increasing its stockists across the UK.

Despite being launched in the height of the recession and against some huge competition, Propercorn said it is now referred to as one of the most exciting and innovative challenger brands within the popcorn market.

The brand is available to buy from over 1,000 outlets across the UK. In its first five months, Waitrose, Eurostar, Harvey Nichols, Selfridges and Leon were all top accounts won by Propercorn. 

Other key retailers now include Wholefoods Market, Planet Organic, Ocado, Google and Facebook head offices, as well as a number of top London attractions including the Natural History Museum and the V&A.

With a mission to create ‘popcorn made properly’, Propercorn said it has worked intensely to drive consumer, media and VIP sampling at a number of events in the worlds of fashion, entertainment and charity, to bring its popcorn to top industry professionals and build invaluable relationships. 

As a result, the brand secured a number of high profile partnerships with some of the leading brands within the fashion industry including the likes of the British Fashion Council, where the low calorie snack became the ‘official popcorn’ at London Fashion Week for two seasons running. 

This gave Propercorn its biggest selling month on record in September 2012 with over 200,000 packs sold in the UK. 

Other event partnerships include Breakthrough Breast Cancer, where Propercorn released a limited edition pink ribbon pack which was sold at key retailers and the BTBC website during Breast Cancer Awareness Month to help raise vitalfunds for the charity.

According to Propercorn, the brand has benefited from the trend to healthy eating.

Popcorn is increasingly perceived as a healthy snack, which is proving to be one of the key growth drivers in the sector, it said. 

The popcorn market has also expanded to include a diverse range of flavours and pack formats, providing consumers with new popcorn eating occasions and a healthier alternative to crisps, it added. 

The market as a whole is currently experiencing growth of over 14.5% year-on-year (Kantar Worldpanel 52 weeks ending 4 September 2012].

Propercorn founder, Cassandra Stavrou, said:“Propercorn has fewer calories than crisps and is also high in fibre and wholegrain, but the great thing is that consumers don’t have to sacrifice on taste. Popcorn has really emerged as a credible lunchtime snack and as there are more competitors in the market than ever before, it’s important for us to continue to be innovative and experiment with flavours to retain and grow our market share.”