Popcorn Kitchen releases new savoury sub-brand Crunch Corn

Popcorn Kitchen is expanding beyond popcorn with the launch of Crunch Corn, a new premium savoury snack inspired by roasted giant corn discovered in Spain. The range is the brainchild of founder Louise Webb, whose long-standing obsession with corn led her on a two-year journey to source the right ingredient and flavours for the UK market.

“We’ve always been obsessed by corn and looking for better ways to create corn snacks,” Webb said. “So many of them are rather disappointing. When I discovered roasted Giant Corn on holiday in Seville in April 2023, I knew instantly this was the savoury snack I’d always dreamed of, and I wanted to share it with our British customers.”

Unlike mass-market corn snacks, Crunch Corn uses giant choclo corn sourced from South America, chosen for its size and crunch.

“We’re determined to create the best, crunchiest corn snack,” Webb explained. “That’s why we’ve chosen Giant Choclo corn. It costs a bit more, but we believe it’s worth it. There’s space in the UK market for both mass-market and premium Crunch Corn.”

Flavour development focused on simplicity rather than novelty

“There was lots of eating involved,” Webb said. “We wanted simple, classic flavours that really work with a crunchy texture, rather than over-complicating it.”

That approach also underpins the brand’s positioning as an alternative to crisps. “Such a crunchy texture needs simple, punchy flavours,” she added. “They work best on Crunch Corn and on crisps too.”

The snacks are available in 30g single-serve bags, which Webb describes as a proper snack portion, alongside 100g sharing packs.

“We think a good snack portion is 25–30g,” she said. “And our sharing bags should keep four people happy.”

A savoury snack for grown-up occasions

While sweet flavours aren’t currently planned, Webb is clear about where Crunch Corn fits. “This is a salty, spicy, crunchy eat that goes with a beer or a glass of wine – or even Spanish fino sherry,” she said. “It works just as well with a cup of tea too.”

That savoury focus also opens up opportunities in hospitality.

“Crunch Corn is a brilliant nibble with a drink,” Webb said. “And because it’s allergen-free, it’s ideal for pubs and bars that want to avoid nuts or wheat-based snacks.”

In keeping with that bar-snack heritage, Webb suggests pairing Crunch Corn with beer, wine, cider or soft drinks. “In Spain it’s enjoyed with red wine, beer or sherry,” she said. “The flavours are punchy enough for craft beers and ciders too.”

Packaging was also a key consideration, with a window pack chosen to showcase the product. “We always wanted people to see how big and crunchy the corn really is,” Webb said. “Product photos can be misleading, but we’re really proud of having sourced the biggest and best Peruvian corn, so we want to show it off.”

Crunch Corn will follow Popcorn Kitchen’s long-standing commitment to independent retailers rather than chasing volume listings.

“We’re an artisan food brand that believes in bringing quality and choice to independents,” Webb said. “We’re not going for the mass market. Some supermarkets do have premium ranges, so never say never, but that’s not our focus.” The link to the parent brand is made clear on pack, with Crunch Corn described as “Cooked Up by Popcorn Kitchen.”

“People know and trust us for quality and flavour,” Webb said. “We know a lot about corn and how to get the best from it. This is a natural and credible extension of the brand.”

While not positioned as a health snack, Crunch Corn does bring some nutritional benefits. “We’re focused on delivering a moreish, savoury treat that gives a big satisfying crunch,” Webb said. “As it happens, it’s also healthier than many alternatives – with only 15% fat and being a source of fibre. That’s a nice benefit, but happiness and joy come first.”

All flavours are vegan, gluten-free, dairy-free, nut-free and GM-free, assumed to meet HFSS requirements.

As for Louise’s personal favourite flavour? She doesn’t hesitate: “salt & vinegar – that classic combination of salt and sharp. I love it.”