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The Campbell’s Company-owned pretzel brand Snack Factory has unveiled its latest innovation, Pop’ums, bringing together the crunchiness of pretzels with the light texture of popcorn.

The brand said it was inspired to create what it calls its ‘most distinctive product to date,’ in response to data showing that millennials are seeking new types of salty snacks, with unique textures in snacking on the rise.

Launching into salty snack aisles across the US in January 2025, Pop’ums were inspired by the shape of popcorn and designed to hold flavour for easy, satisfying snacking at home or on-the-go.

The baked snacks are available in three flavours: White Cheddar, Golden Mustard BBQ, and Sea Salt. White Cheddar is made with real cheddar cheese to offer a classic and familiar taste, while Golden Mustard BBQ is described as ‘distinctively tangy, smoky and peppery,’ and Sea Salt combines hints of sea salt with a buttery flavour.

Pop’ums are packaged in a resealable bag and will be available both at national retailers and online, for a suggested retail price of $5.49 per 9oz bag.

Janda Lukin, SVP and chief marketing officer of Campbell’s Snacks, said: “Snack Factory forever changed snacking with the debut of Pretzel Crisps 20 years ago. With Pop’ums, we are rethinking what a pretzel can be once again with a snacking experience unlike any other: combining the crunchy baked goodness of pretzels with the light, flavorful munchability of popcorn to create an irresistibly delicious snack.”

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