Propercorn is taking its portfolio beyond popcorn for the first time with a range of better-for-you crisps – heralding the brand’s official relaunch as Proper.
Properchips marked the beginning of “an ambitious pipeline of innovation in other snacking categories” said the brand. The new snack is a lentil-based crisp in four “strong, bold” flavours: Barbecue, Sweet Sriracha Chilli, Sea Salt, and Sour Cream & Chive. Each contained 30% less fat than leading crisp brands and under 100 calories per 20g serving, said Proper.
They were the result of “months and months and months” of development, Proper co-founder Cassandra Stavrou told The Grocer. They would provide “a healthier alternative to both hand-cooked crisps and tortilla chips”.
Since its origin eight years ago, Proper had always intended to offer a variety of great tasting snacks with clean ingredients, she said. “Better-for-you is growing hugely, but there always seems to be a compromise on taste or health.”
Properchips’ lentil base promises “a subtle creamy flavour”. Its shape – that of a slightly curled tortilla chip – gave it “optimal scoopability” and a “resilient structure to hold a massive load of dip” Stavrou added. “We’re a real nation of dippers.”
The launch would capitalise on Proper’s position as “the number one independent snack brand in the UK” she said. The quartet is set to roll out to the likes of Asda, WH Smith and Whole Foods Market in single and sharing formats (rsps: 80p/20g & £1.99/80g).
While Proper was eyeing a number of new snacking markets, there was “still loads of potential in popcorn” Stavrou insisted. It was still “such an exciting category” and it would see a couple of Proper launches in the next 10 months. “Healthier premium brands are still driving double-digit growth. We’re growing 40% year-on-year, and there’s still so much headroom.”
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