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SkinnyPop Extends its Halo

Post Date: 2/20/2017

Publication: Ad Age

Author: Jessica Wohl

Since its 2010 debut, SkinnyPop has become the third-largest brand in the $3.1 billion U.S. popcorn industry, behind PepsiCo's Smartfood and Conagra's Orville Redenbacher's, according to Euromonitor International. But where to grow from there?

It's now thinking out of the bag by taking its better-for-you branding into other categories, including one that fell out of vogue over health and other concerns: microwave popcorn.

"The loyalty is there, the equity is there and consumers trust the brand," said Pamela Finer, director of marketing for SkinnyPop parent Amplify Snack Brands. "When you've got a brand like that, it felt like the time was right to start extending because we felt like the equity had that potential."

Executives believe SkinnyPop can transfer its positioning as non-GMO popcorn without artificial colors, flavors, ingredients or preservatives from the ready-to-eat segment into popcorn cakes and microwave popcorn, categories with weaker sales trends than the bagged business.

To support the introductions, SkinnyPop is increasing its spending with a focus on areas including print, out-of-home, digital and social media. It began working with creative agency McGarrah Jessee in late 2016.

Continue to Ad Age to read the full story.