Tangerine launches Vibe Feel Good popcorn

In a bid to shake up the popcorn market, confectionery manufacturer Tangerine Confectionery is launching a new brand, Vibe Feel Good popcorn.

The new popcorn will be available in a 160g sharing bag format at £1.99 and comes in three flavours: Coconut & Cacao, Strawberry and Sweet & Salted Ancient Grains.

The brand has been developed to appeal to what the company describes as ‘the new generation of popcorn snack buyers’, particularly younger professionals and health conscious individuals.

Made with air popped corn, the natural ingredients are clustered around the popcorn to give a more authentic taste, interesting textures and bursts of flavour.

Vibe Coconut & Cacao uses air popped corn coated with a hint of honey and combination of toasted coconut and cacao pieces, to provide a sweet and caramelised flavour, finished off with a bitter note from the cacao.

Vibe Strawberry uses air popped corn coated with a hint of honey and scattered freeze dry strawberry pieces, adding a tangy hit of fresh strawberries.

Vibe Sweet & Salted Ancient Grains adds a blend of muscovado sugar, sea salt and a hint of honey into the coating, and mixes in puffed quinoa and amaranth to create clusters on the outside of the air popped corn.

Anjna Mistry, senior brand manager at Tangerine Confectionery, says, “Vibe Feel Good popcorn has been developed following an in-depth consumer study into popcorn consumption and behaviours, which identified that within the popcorn category there are two distinct worlds: treat and health.

“Health accounts for around 30% of total popcorn sales and has grown by 12% year-on-year, with a flux of new entrants focusing on calorie counting, dieting and restricting.

“Today, the health concept has evolved for consumers and goes beyond calorie counting to focus on natural ingredients, less processed foods, balance, moderation and heathy lifestyle.”

Vibe Strawberry and Coconut & Cacao will launch in Asda at the end of April, with the flavours expected to arrive in major multiples and key independent retailers from July. Vibe Ancient Grains will be available at Asda from September.

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