Proper and Eat Real owner Warp Snacks has rebranded as Proper Snacks.
The name change reflected its ambition to “lead the European snacking industry into a new era of innovation, taste, health and purpose”, it said.
In 2025, the business would “accelerate its investment in innovation, sustainability and growth, doubling down on marketing efforts and brand awareness campaigns”.
This would include the rollout of “bold new flavours, innovative product launches” and strategic brand partnerships, building on Proper’s collaborations with Barbie and Netflix in 2024, it said.
The renaming coincides with Proper Snacks achieving B Corp recertification, which reflected its commitment to responsible sourcing, natural ingredients, and a palm oil-free future, according to the business.
“Improving snacking has been in our DNA from day one,” said Proper Snacks CEO Alex Brittain.
“We are a proud B Corp and our third recertification is a testament to our commitment to raise standards for our snackers, our people, and the entire industry.”
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