Butterkist to launch Easter popcorn
Butterkist is to release limited edition Hot Cross Bun popcorn for the Easter snacking market.
Developed following consumer research – which revealed that 95% of consumers are interested in seasonal popcorn – Butterkist states that it will be the first hot cross bun popcorn to the market.
The company’s research also confirmed that Butterkist’s limited edition products drive consumer appeal and interest, and that consumers are increasingly seeking differentiation through flavours and colours.
Butterkist believes that the new popcorn will appeal particularly to those with children, and the bag is designed to be Easter-themed, with a bold yellow look to help it stand out and achieve shelf appeal.
Commenting on the launch, Anjna Mistry, senior brand manager at Butterkist, notes, “Our first-to-the-market limited edition offers a fantastic opportunity for retailers to drive sales as we head into a time of year when there is strong customer demand for sweet, novelty and seasonal products.”
Launching on February 15, the new product will be available in 150g bags with an RRP of £1.49.
The popcorn market is currently worth £116.2m and is growing 25.7% year on year. It is expected to be worth £207m by 2017.