Tyrrells Poshcorn adds seasonal strawberries and cream flavour

Popcorn brand Tyrrells Poshcorn has geared up for summer with the release of a new limited-edition strawberries and cream-flavoured variant.

Launching at the start of March, the strawberries and cream Poshcorn will be available throughout the summer in both 75g sharing and 22g handy-packs. They will feature recommended retail prices of £1.59 and £0.79 respectively.

The innovation represents the first seasonal flavour developed by Tyrrells as part of its new Poshcorn brand, and sets a trend within the UK’s bagged popcorn category after Ten Acre launched new cappuccino and strawberries and cream flavours last year.

Tyrrells marketing director Jocelyn McNulty said: “Our new strawberries and cream seasonal launch is part of a sustained programme of marketing support for Poshcorn this year as we make the most of this really exciting growth category. We’ve had a fantastic response from retailers who see Tyrrells as a natural fit within specific British-themed summer promotions. Let’s hope [British tennis player Andy] Murray stands out as much as our bright new pack this summer!”

The launch will be supported by PR, social media and regional sampling activity, designed to tap into 30% year-on-year growth within the segment.

The company also promised further seasonal packs to tap into the excitement surrounding the category, having launched a 270g sharing pack of sweet and salty popcorn for the festive period.