Its Limited Edition range is part of a wider strategic plan, as the brand looks to reaffirm its position as the UK’s market leader and to drive new consumers into the category during the popular Halloween and Bonfire season.
The Limited Edition flavours will be launched seasonally, with the first, Toffee Apple (RRP £1.49), available on-shelf from September while stocks last.
“Recent research has shown that consumers have a real openness and desire for new popcorn flavours, which is where the Limited Edition range comes in,” said Adrian Hipkiss, marketing manager at Tangerine Confectionery. “It’s the perfect vehicle for Butterkist to explore new flavour territories, refresh regularly and stimulate the category. What’s more, influences from the US market mean that there is now a much broader spectrum of flavours and social occasions to tap into. This is where Toffee Apple comes in – a warming flavour with the crunch of apple, perfectly placed as the temperatures drop, the nights draw in and the autumn party season begins.”
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