25 Feb 2021 Popcorn pops with new innovation

As almost half of consumers in the UK report snacking in between meals on a regular basis due to the COVID-19 outbreak, comfort foods – such as popcorn – have an untapped potential for innovation.

Not only is popcorn a popular snack option, but it’s also a trending ingredient/flavour note across global food launches, particularly in snacks other than just popcorn and chocolate/sugar confectionery. 

Blurring category lines by adding popcorn to snack bars is a strategy worth exploring to engage with adventurous consumers, including not only popcorn lovers but also snackers who are looking for multi-sensory and share-worthy experiences. Below are some of the latest popcorn innovations that snack bar brands could take inspiration from.

Tapping into the Mintel Trend Driver Experiences – which explores how significant numbers of consumers are looking for unique sensations – savvy snack brands have started to expand their popcorn offerings into other categories. 

An example, pictured above, is a new variant in Unilever’s Ben & Jerry’s stable, an dessert that comprises buttery brown sugar ice cream with chocolatey popcorn chunks and sweet & salty caramel swirls.

Here are some other interesting examples of NPD that leverages this trend, compiled by senior food & drink analyst at Mintel, Honorata Jarocka…. CLICK HERE TO SEE MORE!