Love Da Popcorn has gained its first supermarket listing after securing investment from Peter Jones on Dragons’ Den last year.

The popcorn brand, which secured £70,000 from Jones on the show, is launching its five flavours into 251 Waitrose stores early next month.

Available in 90g paper bags in retro-style branding (rsp: £1.59), the range comprises Sweet Honey & Sea Salt, Sweet Chilli & Lime, Sea Salt & Balsamic Vinegar, Sea Salt & Black Pepper, and Caramel & Toffee.

The company also plans to launch 25g packs and other flavours later this year.

Love Da Popcorn was founded in August 2010 by Martin McLaughlin, Tom Callard and Christian Hartmann, who wanted to offer an alternative to “sugary mass-manufactured popcorn”.

The group - who were advertising executives with Saatchi & Saatchi at the time - prepared the popcorn at home and produced and packed more than 70,000 bags by hand. It was initially sold at events and through pubs and cafés, and is now being supported by online, press activity and PR.

For the launch, Callard has legally changed his name to Poppaloppadingdon and McLaughlin will have a tattoo of a design chosen for him by Love Da Popcorn fans.

“Unlike all our competitors, Love Da Popcorn represents an experience,” said Hartmann. “It’s in everything from the texture of our bags to our designs, flavours and even the way we approach buyers for companies.”

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