Snac World - May 2017 - 44

STATE OF THE INDUSTRY

Popping with Innovation
P

opcorn's appeal as a premium snack has
grown thanks to the use of healthier oils,
unique salts and flavors, and premium corn. It
has come a long way from the big bags of yellow popcorn to the crisp white popcorn in sharp convenient
packaging on the shelves today.
Overall, the ready-to-eat popcorn segment outpaced
other salty snack categories growing 16.9% in dollar
sales during the 52 weeks ending February 19, 2017,
according to IRI's quarterly report of the retail sales performance of key sectors in the US snack market.
"With popcorn you can go light or indulgent, from
plain to you name it," said Kevin Brick, senior vice-president, marketing, Utz Quality Foods, Inc., Hanover, PA.
"Flavor innovation will keep this category dynamic and
alive."
Indulgent popcorn is an emerging innovation
where popcorn is used as the better-for-you base to
carry more decadent flavor profiles. Consumers may
feel better about splurging on popcorn varieties
paired with favorite dessert-inspired flavors like
chocolate, caramel or even cookies, according to
Mintel's Salty Snacks, US, April 2016 report. Nearly
two-thirds of respondents approved rewarding
yourself with a snack indulgence, while 62% agreed
taste is more important than nutritional value, underscoring the importance of flavor and indulgence
in the category.
Popcorn delivers on health perceptions because it's
a whole grain and made with just three ingredients
- popcorn, oil, and salt. "Like potato chips made with
potatoes, oil and salt, these are some of the cleanest
labels anywhere in the store," Mr. Brick added.
Plano, TX- based Frito-Lay's Smartfood brand grew
42.1% to more than $235 million in sales, and its
Smartfood Delight popcorn was up more than 54%,
according to the IRI data.
"Due to the popularity of our Smartfood Delight
line, which provides the benefit of only 35 Cal per
cup, we expanded the offering to include new flavors

SNAC World

May 2017 www.snacintl.org

like Sea Salted
Caramel and
Sweet & Spicy
BBQ," said Chris
Kuechenmeister,
vice-president,
communications, Frito-Lay
North America.
Simple ingredients, clean
labels and "guiltfree snacking"
options have
been driving
the market,
according to Jeremy Bjork, chief marketing officer,
Wise Foods, Atlanta. "Our Sea Salt popcorn is Wise
Choice labeled for being a reduced-fat option, in
addition to the three Mediterranean flavors on our
reduced-fat kettle base," he said.
Amplify Snack Brands' SkinnyPop popcorn was
founded on the idea of snacking without compromise, using the fewest, simplest ingredients to deliver
the tastiest popcorn. The company is constantly
looking at the market and listening to consumers to
understand changing preferences.
"People are looking for new ways to enjoy SkinnyPop, and both the microwave and rice cake categories
were in need of options with clean, simple ingredients
and amazing taste," said Pamela Finer, director of marketing, Amplify Snack Brands, Austin, TX. "We had the
opportunity to capitalize on this opportunity within
the marketplace with SkinnyPop, a disruptive and
beloved brand with strong consumer loyalty."
As a result, SkinnyPop introduced new products
including SkinnyPop Microwave Popcorn, SkinnyPop
Popcorn Cakes and SkinnyPop Popcorn Mini Cakes. The
company's RTE brands grew 18.7% to over $217 million
in sales, according to IRI.

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