Werther’s Original, the UK’s number one traditional branded sugar confectionery brand, is expanding its popcorn range with the launch of a new limited-edition Speculoos Caramel Popcorn, now available across all channels .

Launching ahead of key Christmas trading period, the new 140g sharing bag combines Werther’s Original’s signature caramel-coated popcorn with the warm, spiced flavour of speculoos. The launch gives retailers an opportunity to tap into the demand for indulgent sharing snacks and seasonal flavour innovation, while bringing the trusted Werther’s Original brand into more snacking occasions.

The launch comes as the UK popcorn category continues to grow, reaching sales of £211.5m in 2024, up 3.1% year on year. Shoppers willingness to trade up is evident, with more than one in five shoppers willing to spend between £2.40 and £2.60 on a sharing snack. Werther’s Original Speculoos Caramel Popcorn is designed to encourage shoppers to trade up, helping retailers drive greater value from the category.

Rebecca Robert, marketing director at Storck UK, said: “Werther’s Original Speculoos Caramel Popcorn brings together our signature smooth caramel with the warm, spiced notes of cinnamon and biscuit that define the speculoos flavour, creating a distinctive limited-edition treat for the festive season.
As demand for Speculoos-inspired flavours continues to grow, we identified an opportunity to pair this increasingly popular taste profile with the rich, buttery caramel craftsmanship that has made Werther’s Original a favourite with shoppers for generations.

With festive packaging that’s designed to standout in-store, the new launch gives retailers a distinctive seasonal SKU that can add interest to Christmas displays, encourage trade-up and offer shoppers an indulgent sharing treat for Christmas gatherings and movie nights.”

Werther’s Original limited-edition speculoos caramel popcorn is available now across grocery, convenience, wholesale and travel channels. The 140g sharing bag has an RRP of £2.50, alongside a 72 x 140g free-standing display unit to help retailers create impactful seasonal displays and capture demand for premium Christmas sharing snacks.