Butterkist, the nation’s number one popcorn brand (current MAT share 37.5%*), is set to uncover incremental sales for retailers with the launch of its new taste-intense Discoveries range.
Butterkist Discoveries has been developed to meet consumer demand for more adventurous flavour fusions. The new temptingly moreish flavours of Hickory BBQ Pulled Pork (80g, MRRSP** £1.49) and Sweet Chilli & Zesty Lime (80g, MRRSP £1.49) will join the already successful Salted Caramel (160g, MRRSP £1.49). The expertly blended combinations capture the consumer desire for sweet and savoury flavour associations, a market which has increased by 109 per cent year on year*.
With British popcorn culture on the rise (currently worth £100.7m*), Butterkist Discoveries will offer a new, superior and flavoursome experience for popcorn lovers looking to cater for a sociable snacking occasion like a picnic, BBQ or gathering with friends and family.
Butterkist, a brand with a 100 year heritage, creates some of the nation’s best-selling SKUs including Cinema Sweet, Toffee and Sweet & Salted (the fastest growing flavour year on year*). The Butterkist Discoveries range will broaden the brand’s traditional flavour portfolio, appealing to new shoppers. For those looking for guilt-free snacking, the recipes are made from wholegrain, a good source of fibre.
Commenting on the launch of the new Butterkist Discoveries range, Anjna Mistry, senior brand manager at Butterkist, said: “Butterkist Discoveries is all about uncovering a new flavour experience in popcorn, whilst keeping true to our brand which always delivers on taste. It is a hugely exciting time for us as we open up the opportunity to enjoy popcorn in a new way. We believe we’ve identified an opportunity in the market for retailers to drive incremental sales as we head into BBQ, picnic and the big summer getaway season.
“Butterkist is driving category growth and invigoration with a £2m investment in ATL marketing and an exciting pipeline of fantastic flavour and format developments on the way later this year. Taste is at the heart of everything we do with Butterkist Discoveries delivering our most adventurous flavour combinations yet. We’ve combined distinctive, moreish flavours with our signature crunch. Butterkist Discoveries is set to go down a treat with consumers.”
The new Butterkist Discoveries range will be available in leading supermarkets, convenience stores and wholesalers from July onwards.
To build on its range of impulse formats and to further meet consumer demand for products with a blend of sweet and savoury, Butterkist has also extended its range of popular Sweet & Salted products into multipack and single serve packs.
The new Butterkist Sweet and Salted multipack (6 x 15g, MRRSP £1.68) and Sweet and Salted single serve bags (27g, MRRSP £0.55) boast Butterkist’s newly-developed ‘Best Ever’ recipe. Made from rapeseed oil, containing less than 60 per cent saturated fat and using wholegrain the range is perfect for consumers searching for healthier snacking alternatives for snacking on-the-go with maximum taste.
Anjna continues: “Our Sweet and Salted Best Ever recipe has been consumer validated as being the leading Sweet and Salted flavour on the market. It has been proven to give a better crunch and more intense flavour. The new Sweet & Salted multipack and single-serve bags appeals to more consumers at different snacking occasions that ever before.”
The new Butterkist Sweet & Salted single serve packs and multipacks will be available in leading grocery, convenience and wholesale channels from July.
*Data source: Value sales, MAT 28th March 2015, Nielsen
**MRRSP – Manufacturers Recommended Retail Selling Price – these prices are suggested Retail Selling Prices for guidance purposes only and not meant to be legally binding