PepsiCo launches new popcorn brand, Pop Works & Company, into UK market

The popcorn segment has grown by 170% in the past five years to the end of 2015 [Mintel 2016] and Walkers, is hoping to give to give wholesalers and retailers further opportunity to capitalise on the growing segment with the launch of a new popcorn brand, Pop Works & Company.

Produced using a “wet popping” method, the new range of popcorn is available in four  on-trend flavours: Sticky Toffee Pudding, Peanut Butter & Caramel, Apple Pie, and Sweet & Salty; the packaging, which reflects the brand’s premium positioning, has been designed to have real on-shelf stand-out.

PepsiCo currently accounts for 29% of global popcorn sales [Nielson PEPView May 2015] and the company is keen to drive the growth in the segment and help retailers maximise sales, as the leader in this segment worldwide. Available now, Pop Works & Company is set to take the popcorn segment by storm as the demand for popcorn moves from a movie night treat to all round snacking occasions.

Pop Works will be launched with a digital campaign supported by shopper marketing. The brand will be partnering with social influencers and vloggers in order to create entertaining content for the target audience.

Thomas Barkholt, marketing director at PepsiCo, comments: “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 new range is available with an RRP of £1.50 (90g).

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