PROPER Snacks is bringing fresh energy to the popcorn aisle with the launch of the UK’s first-ever Pop-Up Microwave Popcorn Box – a format designed to turn a familiar favourite into something a lot more exciting.
Created specifically for the microwave, the Pop-Up Box transforms from flat pack to a ready-to-eat popcorn box in just two minutes. No bowl needed, no extra fuss – just a simple, theatrical way for shoppers to enjoy hot, fresh popcorn straight from the pack.
Microwave popcorn is already one of the most engaging segments in savoury snacking, with over half of shoppers sticking exclusively to the format. Despite that loyalty, innovation in the space has been limited. PROPER’s new Pop-Up Box is designed to change that – bringing a more premium, cinema-style experience into the home while creating a clear point of difference on shelf. For retailers, it’s a chance to re-energise a category that’s been largely unchanged for years, with a product that combines convenience, novelty and strong shopper appeal.
The launch also introduces PROPER’s best-performing flavour, Sweet & Salty, to the microwave range for the first time – alongside Sea Salt, the brand’s original bestseller. Together, they bring proven favourites into a new format that’s built to drive trial and repeat purchase.
Exclusively available in Tesco stores from this week, the Pop-Up Box stays true to PROPER’s credentials: wholegrain corn, high in fibre and under 100 calories per serving.
The rollout is supported by a strong in-store and digital campaign, including POS, digital screens, and content across PROPER’s owned channels to help shoppers quickly understand the new format. This will be followed by the brand’s wider “Practice PROPER Snacking” campaign launching in April across OOH, digital, sampling, and retail activations.
“Microwave popcorn should be the most exciting part of the aisle – it’s hot, fresh and full of theatre,” said Sandie Dilger, Chief Marketing Officer at PROPER SNACKS. “But the category hasn’t evolved in line with shopper expectations. With the Pop-Up Box, we’re bringing that theatre front and centre, giving shoppers a more engaging at-home experience while offering retailers a clear opportunity to reinvigorate the fixture.”
The launch also builds on strong momentum for the business. PROPER SNACKS is currently the fastest-growing major snack brand in the UK, with continued double-digit growth and a leading role in driving the popcorn category forward.
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