Tangerine Confectionery, producer of Butterkist, is rolling out a new popcorn brand – Vibe Feel Good.
Designed to appeal to the health-conscious consumer, Vibe Feel Good popcorn uses natural ingredients that appeal to consumers looking to eat well and live well.
The new popcorn will be available to independents from July in a 160g sharing bag format (RSP £1.99) in two flavours: Coconut & Cacao; and Strawberry. A third flavour, Sweet & Salted Ancient Grains, will be available from September.
Made with air popped corn, the ingredients are clustered around the popcorn to give – according to Tangerine – a more authentic taste, interesting textures and bursts of pure flavour.
Vibe Coconut & Cacao uses air popped corn coated with a hint of honey and balanced combination of toasted coconut and cacao pieces, to deliver a sweet and caramelised flavour, finished off with a bitter note from the cacao.
Vibe Strawberry uses air popped corn coated with a hint of honey and scattered freeze dry strawberry pieces, adding a tangy hit of fresh strawberries to the taste.
Vibe Sweet & Salted Ancient Grains adds a blend of muscovado sugar, sea salt and a hint of honey into the coating, and mixes in puffed quinoa and amaranth to create clusters on the outside of the air popped corn. The flavour is a twist on the popular Sweet & Salted variant, which accounts for over 30% of total popcorn sales.
Anjna Mistry, Senior Brand Manager at Tangerine Confectionery, said: “Vibe Feel Good popcorn has been developed following an in-depth consumer study into popcorn consumption and behaviours, which identified that within the popcorn category there are two distinct worlds: treat and health.
“Health accounts for around 30% of total popcorn sales and has grown by 12% YOY, with a flux of new entrants focusing on calorie counting, dieting and restricting.
“Today, the health concept has evolved for consumers and goes beyond calorie counting to focus on natural ingredients, less processed foods, balance, moderation and heathy lifestyle.
“We believe that the Vibe brand truly embodies this modern health trend and expresses health in a refreshing and approachable way.”