Snack brand PROPER is bringing breakthrough innovation to the market with the launch of the UK’s first-ever Pop-Up Microwave Popcorn Box.
Designed exclusively for the microwave, the PROPER Pop-Up Box adds extra theatre and convenience to the microwave popcorn moment, transforming from flat pack to a ready-to-eat, box-fresh popcorn in just two minutes, removing the need for a separate bowl and creating an entirely new way to Practice PROPER Snacking.
Microwave popcorn is one of the most experiential segments within savoury snacking. Notably, 56 per cent of microwave popcorn shoppers do not purchase other popcorn formats, underlining the segment’s distinct role and loyal shopper base. Yet despite this strength, the category hasn’t seen any real innovation in years.
The PROPER Pop-Up Box addresses that gap, introducing a completely new way to enjoy popcorn at home, bringing a premium, cinema-style experience into the home for the first time. This innovation will bring fresh energy to the segment and unlock incremental growth opportunities for retailers.
The launch also brings PROPER's number one flavour, Sweet & Salty, into their microwave collection for the first time. PROPER remains the number one Sweet & salty popcorn in the UK across all formats, selling over 38m packs per year. It is joined by Sea Salt, PROPER’s original icon, giving shoppers the opportunity to enjoy the brand's two best-selling flavours in this new and exciting format.
Launching exclusively in Tesco stores from w/c 16 March in a single 90g format (£2.25), the PROPER Pop-Up Box maintains the brand’s quality credentials: wholegrain corn, high in fibre and under 100kcal per serve.
The roll-out is being backed by a dedicated in-store campaign across digital screens and POS, supported by content on PROPER’s owned channels to drive visibility, educate shoppers on this new and innovative pop-up format. PROPER will also be launching its latest Practice PROPER Snacking masterbrand campaign on 20th April, covering OOH, digital, sampling and in-store activity.
Sandie Dilger, Chief Marketing Officer at PROPER SNACKS, commented, "Microwave popcorn should be the most exciting part of the CSN aisle. It’s hot and fresh, it’s sensory, and it’s got built-in theatre, but the segment hasn’t kept up.
"With the PROPER Pop-Up Box, we’ve set out to change that, bringing the iconic popcorn box that we all know from the theatre and movies into the home.
"It’s about as experiential as snacking can get - giving people an exciting new way to Practice PROPER Snacking at home and retailers a reason to re-energise a category that has felt stale for too long.”
The launch builds on a period of sustained commercial momentum. PROPER SNACKS is now the fastest growing major snack brand at +12% in 2025, while PROPER is up +27% in the last 12 weeks.
PROPERCORN is now worth £35m RSV, having driven 84% of popcorn category growth over the last seven year