Popcorn Kitchen releases new savoury sub-brand Crunch Corn

Meet Louise… founder and mad corn fan!

Why is PK launching Crunch Corn now?

We’ve always been obsessed by corn, and looking for better ways to create corn snacks (because so many of them are rather disappointing). Louise stumbled on roasted Giant Corn when on holiday in Seville in April 2023, and was inspired – this was the savoury snack she’d always dreamed of – and
she wanted to share it with her British customers. It’s taken 2 years of research to find the right supplier and flavours for the British market, but now we’re ready.

How is it different to Lovecorn, or Propercorn Crunch?

Both those brands have chosen to go mass market with the smaller, less expensive sweet corn kernels. Popcorn Kitchen are determined to create the best, crunchiest corn snack, so we’ve chosen to use the best possible Giant Choclo corn from South America – we know it costs a bit more, but we believe it’s worth it, and we think there’s space in the UK market for both mass market and premium Crunch Corn.

How did you choose the flavours?

Lots of eating! We wanted to have simple, classic flavours that work well with a really crunchy texture, rather than over-complicating it.

Have you chosen simple hero ‘crispy’ flavours because they work best or to underpin your ‘alternative crisp’ credentials?

Both! They work best on both our Crunch Corn and on crisps – because such a crunchy texture needs simple, punchy flavours.

What is a portion size?

We think a good snack portion is 25-30g, so our snacking bags are 30g, and our sharing bags should keep 4 people happy at 100g.

Will you make sweet flavours of Crunch Corn?

Great idea, but we’re not looking at that right now – this is a salty, spicy, crunchy eat, that goes with a beer or a glass of wine (or Spanish Fino Sherry), as well as a cup of tea!

Will there be gift packs?

Yes! We’re famous for our Giant Bottles of Popcorn, so we need to come up with something just as ‘wow’ for Crunch Corn – watch this space.

Can you pop Crunch Corn?

No, don’t do that! The kernels have been roasted so they won’t pop any more.

Was having a window pack always pivotal to your thinking and if so why?

Yes, we always wanted to make sure people could see how big and crunchy our corn really is. Using product photos on packs can be misleading, but we’re really proud of having sourced the biggest and best Peruvian Corn, so we want to show it off.

Does a savoury focus bring the on-trade and foodservice and hospitality into play?

Definitely. Crunch Corn is a brilliant nibble with a beer, a glass of wine, or any drink – and being allergen-free it’s ideal for pubs and bars which want to avoid nuts or wheat-based snacks.

What tipples would you suggest Crunch Corn pairs best with?

We’re working hard to try out all the options, of course. In Spain, where we discovered Crunch Corn, it’s a bar snack with red wine, beer or even sherry or sangria. But the salty savoury flavours are punchy enough to go with craft beers and ciders too. And of course any soft drink is a good match.

Will Crunch Corn prioritise the indie sector like its popcorn sister brand or with this snack are the supermarkets also in your sights?

Popcorn Kitchen is an artisan food brand that believes in bringing quality and choice to independent retailers. We’re only using the best possible corn for our Crunch Corn, so we’re not going for the ‘mass market’. Of course some supermarkets do have premium quality food ranges so never say never in terms of supermarket listings, but that’s not our focus.

Is this a brand created with healthier living in mind OR should we simply be thinking moreish, savoury treat?

We’re focused on Crunch Corn as a moreish, savoury treat that delivers a big satisfying Crunch. As it happens, it’s also healthier than many of the alternatives, with none of the compromises of many ‘healthy’ snacks – with only 15% fat and being a source of fibre. But Popcorn Kitchen delivers happiness and joy first – the fact that’s it’s somewhat healthier is a nice benefit too!

Fibre has been identified as one of the hot food trends for 2026. Did this play any part in your initial thinking?

Actually not in the initial thinking – we really were determined to make a great-tasting snack, that everyone could eat – without allergens such as gluten, lactose or nuts. But fibre is important nutritionally so we’re very happy that Crunch Corn is naturally a source of fibre too. And Crunch Corn is compliant with the new HFSS rules, so it can be promoted and supported in store.

Similarly, ‘World Cuisine’ remains a strong call to arms when it comes to popular NPD. Do you think we’re at a moment when consumers are looking for something that isn’t simply another crisp or pork scratching?

Definitely. Of course traditional British snacks are brilliant too, but we’re obsessed with Corn and wanted to look more widely for inspiration. Spanish food is definitely getting much more popular in the UK – it combines simple high-quality ingredients with really punchy flavours. So when we discovered roasted Giant Corn in Seville, we realised it could be hugely popular in the UK.

Is exporting Crunch Corn on your radar?

You never know! We’ve started sending our amazing Popcorn Giant Bottles to the USA – the home of popcorn! So of course we’re always looking for worldwide opportunities.

Are your Popcorn Kitchen ties highlighted on pack, as this would appear to be a positive association?

Yes, it’s clearly ‘Cooked Up by Popcorn Kitchen’. We know that Popcorn Kitchen is a really well known brand, because we are so visible in many independent retailers – people know and trust us for quality and flavours in snacking. So we wanted Crunch Corn to benefit from that quality association, and the connection through Corn – we know a lot about Corn, and how to get the best from it as a grain. It’s a natural and credible extension for the Popcorn Kitchen brand, getting into savoury flavours and a roasted rather than popped corn.

Any on-pack accreditations we should be aware of?

All our Crunch Corn flavours are Vegan, Gluten-free, GM-Free, Dairy-free and Nut-free.

Which flavour is your personal favourite?

For me, Salt & Vinegar – the classic combination of salt and sharp – love it!