PepsiCo has weighed into the growing popcorn segment with the launch of a new brand, Pop Works & Company.
Produced using a ‘wet popping’ method, the new range 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, is intended to offer maximum on-shelf stand-out.
Pop Works launches with a digital campaign supported by experimental shopper marketing. The brand is partnering with social influencers and vloggers in order to create entertaining content for its target audience.
Thomas Barkholt, Marketing Director at PepsiCo, commented: “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 now with an rrp of £1.50 for a 90g pack.
