PROPER is expanding its microwave popcorn range with the addition of its best-selling Sweet & Salty flavour, alongside a refreshed look and recipes for its existing Salted and Sweet products.
Sweet & Salty, which has previously been available in PROPER’s Pop-Up Box, will join the brand’s core microwave collection for the first time. The flavour generated more than £23.2m in sales over the last year, up 16% year on year, according to Total Coverage, Nielsen, MAT 05.09.26.
The launch comes as PROPER looks to reinvigorate a microwave popcorn category it says has seen limited innovation and a steady decline in recent years.
Microwave popcorn nonetheless has a dedicated shopper base, with 58% of microwave popcorn shoppers purchasing no other popcorn format, according to PROPER.
The brand launched its Pop-Up Box in March 2026, describing it as the UK’s first pop-up microwave popcorn box. The format has generated £1m in incremental sales since launch.
Now, Sweet & Salty is being brought into the everyday microwave range, while the existing Salted and Sweet products have been given a redesign and recipe improvements.
Rebranded as Fresh Popcorn, the collection is designed to emphasise the sensory experience of freshly popped popcorn, including its aroma and warmth. PROPER says the updated recipes performed significantly better in consumer testing, while Sweet is now fully HFSS-compliant.
The range also taps into the emerging ‘sensemaxxing’ trend, which focuses on richer and more immersive sensory experiences.
The products use wholegrain corn, are high in fibre and contain fewer than 100 calories per serving.
“Microwave popcorn is as experiential as snacking gets,” Sandie Dilger, Chief Marketing Officer at PROPER SNACKS, said. “It’s a moment of theatre at home that people love and a firm favourite with families. We’re excited to bring Sweet & Salty – our number one flavour to our core microwave range – creating more ways for people to Practice PROPER Snacking at home.”
The launch follows a period of growth for PROPER, with the company reporting that it is growing 11 times faster than the category and is up 26% over the last year.
PROPERCORN is now worth £38m RSV, with the brand reporting 8% growth over the last 12 weeks and saying it has driven 84% of popcorn category growth over the last seven years.
PROPER, founded by Cassandra Stavrou in 2011, is a certified B Corp and produces popcorn and lentil chips.
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