Butterkist popcorn rebrands to strengthen market position
Tangerine Confectionery has announced a major rebrand for the Butterkist brand in a bid to reaffirm its position as the market-leading popcorn brand in the UK.
Using elements from its American heritage, which dates back to 1914, the new look features matt packaging, a new strapline of 'Butterkist Productions presents ... ' and a range of design elements 'that date back to the golden age of the silver screen'. New flavours include 'cinema sweet' and 'sweet & salted'.
Tangerine's investment in its Butterkist popcorn portfolio is the first major investment since the arrival of Graham Hunter and restructure of the senior management team.
Popcorn is one of the fastest-growing segments in the crisps & snacks market, which is now valued over £50m. The total popcorn market is experiencing growth of +17% year-on-year. Butterkist dominates the market with a 55% share showing value growth of 1.8%.
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