Wipak UK has worked closely with the country’s fastest growing popcorn brand, Propercorn, to unveil an innovative sharing format which is set to be launched this month. Designed to encourage sharing occasions for popcorn, outside of cinema and home movie, the innovative packaging is the first of its kind in popcorn.
The format features a pinch and tear panel on the front of the pack that can be easily removed to create a bowl for sharing. Propercorn have worked with Wipak UK Ltd to create the bespoke packaging format, using contour laser technology, to allow for easy opening without compromising on pack integrity. The sharing bags can still be opened in the traditional way from the top of the pack.
Propercorn accounted for almost half of total value sales growth in RTE popcorn singles in 2015 (1) and have now looked to innovate within the booming sharing category (2). Propercorn co-founder, Ryan Kohn, explained:
“Sharing is in growth but wellbeing remains top of the agenda, with people increasingly demanding tastier, healthier snack alternatives to enjoy with friends or at work. Our tear to share format is a real first in popcorn and we’re hugely excited by its potential to really drive the growth of the CSN sharing category.”
“We have worked closely with our retailers and shoppers to identify new sharing occasions for popcorn and the most suitable formats to fit these. Our sharing bags provide consumers with a really versatile, healthy solution for various snacking occasions, be it in business meetings, at picnics or with drinks at home – they’re all spaces in which we’re keen to encourage healthier snacking and sharing.”
(1) IRI, popcorn sales, SIG Integrated Snack Outlets
(2) 24% value growth YOY, Kantar Worldpanel, 52 w/e 1 March 2015