PepsiCo is looking to tap a fast growing segment with the launch of a new popcorn brand, Pop Works & Company.
Produced using a ‘wet popping’ method, the new range of popcorn is light and crunchy, and is available in four flavours: Sticky Toffee Pudding, Peanut Butter & Caramel, Apple Pie, and Sweet & Salty.
The packaging is intended to reflect the brand’s premium positioning, and has been designed to stand-out on shelf.
Pop Works will be launched with a digital campaign supported by experiential shopper marketing. The brand will be partnering with social influencers and vloggers in order to create entertaining content for the 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 with an RRP of £1.50 (90g).
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