Popcorn Kitchen has enjoyed significant growth over the last three years, the fruits of a root and branch review of its brand 18 months earlier, which sought not simply to underpin the brand’s DNA but to explore additional gifting pathways.
According to Popcorn Kitchen owner, Louise Webb, it seemed that popcorn’s best days were long gone, having been peddled in every imaginable way, from light low-calorie nibble to indulgent, side-of-sofa treats. Everywhere you looked supermarkets had stacked shelves with big family packs of trusted, “old school” flavours which helped fuel the feeling that popcorn for all its nostalgic appeal and permissive indulgence had become snacking wallpaper.
Popcorn Kitchen decided to take a stand, using best-in-class ingredients and quintessentially English flavour combinations (Lemon Drizzle, Cherry Bakewell, Mint Chocolate….).
“As a business already well known for its gigantic popcorn bottles, we knew there was a place for a small batch popcorn provider that was prepared to champion fine snacking theatre,” says Webb.
3 EXAMPLES OF THINKING OUTSIDE THE PACK
Home Poppin Kits: Imagine a format that enabled parents and children to make fresh home movie popcorn together. Each full-to-brimming bottle came rammed full with quality mushroom popcorn kernels (the perfect podgy bite), Belgian Milk Chocolate chips and all-important nostalgic topping, chocolate eggs, chocolate sprouts, marshmallows, white chocolate Jazzies….
Popcorn Kitchen seized the opportunity to own a simple home cooking ritual which neatly culminated in a great night in family get-together (movie, games night…).
Chocolate Confectionery: Popcorn and confectionery are kindred spirits but historically this perfect union has been thwarted by producers settling for sub-standard chocolate or tasteless cotton wool popcorn. Popcorn Kitchen broke the mould insisting on Belgian chocolate and enticing flavour unions White Chocolate & Raspberry, Chocolate Orange and a head-spinning Salted Caramel.
12 Days of Christmas Gift House: Another old school tradition that Popcorn Kitchen wanted to upgrade was the timeless advent calendar. Why settle for 24 teeny weeny treats when you can have 12 bulging bags of popcorn joy.