Jimmy’s expands Pure Popcorn portfolio with new impulse bags

Dutch popcorn manufacturer Jimmy’s has launched a new range of impulse products for its Pure Popcorn brand in the UK, with a redesigned pack and improved recipe.

Following the brand’s launch in the UK last October, Jimmy’s will be offering a new pack designed especially for convenience, forecourt and grocery sectors in three flavours: sea salt, sweet, and sweet and salty.

Steve Seddon, director at Jimmy’s UK, said: “Popcorn sales are soaring in the UK market, which can in part be accredited to the shift in consumer habits from traditional – generally spud-based – snacks to good-for-you alternatives.

“Designed to be more efficient on the fixture, the new size makes the product suitable where space is at a premium. There has been no alteration in bag weight, giving our customers great value for money as well as great flavour.”

Seddon added: “Pure Popcorn is already one of the healthiest popcorn brands available in the UK, but there is no room for complacency in this ever-evolving market. We are passionate about product innovation, especially championing our star ingredient chicory beetroot fibre – a revolutionary alternative to sugar – and we are proud to have succeeded in our ambition to further reduce the sugar and fat content in our sweet variety.

“There is great opportunity for the sector to capitalise on the wellness trend. With consumers’ increased awareness about how to make healthier snacking choices, producers need to remain ahead of the curve with the products they stock or risk being left behind.”

Jimmy’s Pure Popcorn currently retails at 89p and is stocked in WHSmith Travel stores and independent retailers in the UK.