PepsiCo is helping retailers capitalise on the growing popcorn category with the launch of a new brand Pop Works & Company. Produced using an innovative ’wet popping’ method, the new range of popcorn is light and crunchy. It comes in four on-trend flavours: Sticky Toffee Pudding; Peanut Butter & Caramel; Apple Pie; and Sweet & Salty; with packaging reflecting the brand’s premium positioning. Rrp is £1.50.

PepsiCo currently accounts for 29% of global popcorn sales (Nielsen data) and the company is keen to drive growth in the segment and help retailers maximise sales, as the leader in this segment worldwide. Available now, the popcorn is backed by a digital campaign supported by shopper marketing. The brand will be partnering with social influencers and bloggers to create entertaining content for the target audience.

Thomas Barkholt, marketing director at PepsiCo, comments: "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."

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