PROPERCORN is set to accelerate its unrivalled growth in better-for-you snacking with the launch of a new lentil chip range: PROPERCHIPS. The brand’s first move outside of popcorn sees it transition to PROPER and set itself up for an ambitious pipeline of innovation in other snacking categories.
PROPERCHIPS launches into stores nationwide this month in four flavours – Barbecue, Sweet Sriracha Chilli, Sea Salt and Sour Cream & Chive. Upholding its commitment to creating better-for-you snacks that put taste first, PROPER experimented with several different ingredients before settling on a lighter, lentil base for its PROPERCHIPS. As well as being high in fibre, iron and a source of protein, PROPER use lentils to add a subtle, creamy flavour to its chip recipe. The all vegan collection uses natural seasonings, contains less than 30% fat than leading crisp brands and under 100 calories per serving.
PROPER’s latest innovation responds to the unwavering demand from shoppers for healthier snacking options throughout the day. Its consistent, double digit growth in popcorn over the last 8 years has seen PROPER emerge as the number one, independent snack brand in the UK. Within crisps, snacks and nuts, better-for-you is now the fastest growing segment, worth £244m.
Co-founder, Cassandra Stavrou explains: “PROPERCHIPS marks an incredibly exciting new era for PROPER and catapults us from leading premium popcorn-maker to big player in better-for-you. PROPERCHIPS was created for the next generation of snacker, whose expectations on great flavour and health are higher than ever. There’s nothing on the market that’s ticking these boxes whilst really exciting shoppers, so we have no doubt that PROPERCHIPS will enjoy the same success that our popcorn continues to.”
Providing a premium, healthier sharing option, PROPERCHIPS is looking to capitalise on the popularity of pre-dinner snacking and the ubiquitous “chip and dip” moment. PROPERCHIPS launch nationwide in single (20g) and sharing bags (80g) this June, in stores including Asda, WHSmith and Wholefoods (RRP £0.80 and £1.99).