Butterkist goes gourmet
28 July 2010 – Butterkist, the UK’s number one popcorn brand from Tangerine Confectionery, is set to launch two new ‘posh popcorn’ varieties to ensure the popcorn category caters to the increasing demand for premium snacking options.
Launching in July 2010, the new gourmet range comprises Butterkist Toffee Popcorn Clusters with Pecan and Almonds (available in 170g bags), and Butterkist Toffee Popcorn coated with Thick Milk Chocolate (available in 200g bags).
Maria Townsend, senior brand manager at Butterkist, comments, “Butterkist now has over 60 per cent share of the UK popcorn market and we have identified the premium sector as a strong opportunity for brand extension. Despite the recent intense price commoditisation at one end of the scale, some consumer groups have been attracted by the offer of premium ranges at the other end. Within the chocolate confectionery, crisps and snacks sectors, premium brands have experienced significant growth, and with existing premium popcorn sales up 160 per cent year on year, our two new Butterkist launches are well positioned to capitalise on the demand for indulgent treats.” The new packs will have a recommended RSP of £1.99.
