PepsiCo unveils popcorn brand
Food, snack and beverage conglomerate PepsiCo is set to launch a new popcorn brand, Pop Works & Company, to capitalise on the growing segment.
According to Mintel research, the popcorn segment has jumped by 170% over the past five years to the end of 2015.
Produced using a ‘wet popping’ method, the new range is said to be light and crunchy and is available in four flavours: Sticky Toffee Pudding, Peanut Butter & Caramel, Apple Pie and Sweet & Salty.
Thomas Barkholt, marketing director at PepsiCo, says, “Popcorn already presents a tremendous opportunity for retailers and we anticipate that the segment will maintain its rate of growth in the next five years, so we are keen to support retailers and help them to take advantage of the growth in demand.”
The range is available with an RRP of £1.50 (90g).
Pop Works will be launched with a digital campaign supported by experimental shopper marketing. The brand will be partnering with social influencers and vloggers to create entertaining content for the target audience.
