Butterkist is hoping to take on Joe & Seph’s with an “indulgent” chocolate orange flavoured NPD.
Its Crunchy Chocolate Orange Flavour Toffee (rsp: £1.59/155g) variant bridged the gap between popcorn and confectionery and would “target more consumer occasions”, said Butterkist.
As chocolate orange was one of the “top flavour choices” among shoppers, the product had “mass appeal”, it added.
Recent data revealed popcorn sharing occasions had grown by 21% year on year, it said [Kantar 2020].
The Butterkist brand held a 37.8% market share and was currently valued at £52.3m, it added [Nielsen Scantrack 24 April 2021].
KP Snacks marketing director Kevin McNair said he hoped the launch would “intrigue and delight” Butterkist’s customers.
The NPD brought “a fun and modern twist to an established and much-loved brand”, he added.
It follows recent efforts made by KP Snacks to revamp the Butterkist brand.
In April, it gave its packaging a makeover and extended its range with the addition of its triangular Popcorners – a “crossover” snack that bridged the gap between popcorn and crisps, said Butterkist.
Its foray into confectionery will challenge premium popcorn brands, like Joe & Seph’s, which launched its chocolate-coated popcorn bites in 2019.