PROPER POPS INNOVATION WITH UK’S FIRST MICROWAVE POP-UP BOX  

PROPER has unveiled the UK’s first Pop-Up Microwave Popcorn Box, transforming the snacking ritual with packaging that expands into a ready-to-eat container in two minutes. Launching in Tesco, the innovation debuts Sweet & Salty and Sea Salt flavours, promising a premium, cinema-style experience and fresh growth for the microwave popcorn category.  

PROPER is shaking up the savoury snacking aisle with the launch of the UK’s first-ever Pop-Up Microwave Popcorn Box, a packaging innovation designed to add theatre and convenience to the microwave popcorn moment. In just two minutes, the flat pack transforms into a box-fresh container, eliminating the need for a separate bowl and delivering a premium, cinema-style experience at home.  

Microwave popcorn remains one of the most experiential segments in snacking, with 56% of shoppers in this category not purchasing other popcorn formats. Despite its loyal base, the segment has seen little innovation in recent years. PROPER’s new format aims to reinvigorate the category, offering retailers incremental growth opportunities while enhancing consumer enjoyment.  

The launch also marks the arrival of PROPER’s number one flavour, Sweet & Salty, into its microwave collection for the first time. Already the UK’s leading Sweet & Salty popcorn across all formats, selling over 38 million packs annually, it is joined by Sea Salt, the brand’s original variant, giving shoppers access to PROPER’s two best-selling flavours in the new format.  

Available exclusively in Tesco stores this week in a 90g format priced at £2.25, the roll-out is supported by a dedicated in-store campaign across digital screens and point-of-sale, alongside content on PROPER’s owned channels to educate shoppers about the new pop-up design. The launch will also coincide with PROPER’s latest Practice PROPER Snacking masterbrand campaign, going live on 20th April across out-of-home, digital, sampling and in-store activity.  

Sandie Dilger, Chief Marketing Officer at PROPER SNACKS, said: “Microwave popcorn should be the most exciting part of the CSN aisle. It’s hot and fresh, it’s sensory, and it’s got built-in theatre, but the segment hasn’t kept up.”  

With its Pop-Up Box, PROPER is positioning itself to redefine the microwave popcorn experience, bringing fresh energy to a category long overdue for innovation.