10. The Best Thing Since Sliced Bread: Propercorn

10. The Best Thing Since Sliced Bread: Propercorn

This blog forms part of our wider The Best Thing Since Sliced Bread blog series, where we look at some of our favourite innovations in the food & drink industry. We’ll be uploading new posts regularly so keep checking back for some inspiring food for thought…

Who doesn’t love crisps? There’s nothing quite like a big bowl of crunchy, flavoursome, moreish crisps… or there wasn’t until popcorn came along. As consumers are increasingly knowledgeable and conscious of their health, and the chasm between perceived ‘good’ and ‘bad’ foods widens, popcorn’s success is hardly surprising – and we think of all brands, Propercorn know a thing or two about cracking (or crunching) snacking innovation.

Propercorn are known as masters of flavour when it comes to beautifully designed and decidedly delicious popcorn, Done Properly. With concoctions such as Sweet Coconut & Vanilla and Firey Worcester Sauce & Sundried Tomato, popcorn has been transformed from the tired old sweet, salty or toffee cinema varieties. Propercorn have honed in on the millennials who want full-on flavour coupled with health, as every Propercorn bag contains under 130kcals.

But Propercorn is more than a grown up lunch box supplement: they are aggressively stealing territory from other savoury snacks, a category that was up £100m in 2016 (The Grocer). Last summer, Propercorn set their sights on mixing up sharing occasions with their peel-back sharing bag. More recently, Crunch Corn hit the shelves, which unashamedly declares itself a nut rival, and is described on the Propercorn website as ‘beer’s new best friend’.

What makes the Propercorn innovations so impressive is that they go beyond ‘less bad for you’ versions of crisps and tame NPD. Instead, they deliver what their consumer really wants in a completely new way, using insight and tried and tested consumer truths. People love crisps and flavour but hate the guilt that goes with them, and so Propercorn was born. People want a crunchy picking snack, but nuts are boring or ‘fattening’ to many and life-threatening to some – enter Corn Crunch. Propercorn gives consumers what they want in the way they want it.

Key Learning: don’t just evolve the category norms consumers are used to – change the category landscape and create something revolutionary  

Lucinda Toole Lucinda Toole