BakeryandSnacks.com caught up with three popcorn brands at ISM 2015 in Cologne to find out more about their packaging strategies to draw in the snackers.
CEO of Crazy Popcorn Michael Mager, for example, said it was all about lifestyle.
His soda can-style packaging meant consumers could open and eat on-the-go in a convenient, yet novel, manner.
“I think it’s a great product for the European market for the future,” he said.
Next up, Stéphane Capelli, manager at Finger Foods, said that for some brands it wasn’t all about the popcorn product itself.
Finger Foods manufacturers Popcorn Factory popcorn in large plastic bottle packs that double up for coin banks after.
“I don’t think the first intention of people buying the product is the popcorn – I think the packaging, particularly around this product, is the key,” he said.
Sara Risch, director of global R&D at Popz, said packaging had to reflect the type of popcorn it was carrying.
“We’ve developed, really, a gourmet line of sweet ready-to-eat popcorn with a very indulgent coating and we wanted to have packaging that would convey that indulgence,” she said.
That was why Popz, she said, had developed clear pots – so consumer could see inside and re-seal to save the indulgent treat for later.