Record sales of better-for-you snacks amid coronavirus fuels UK snack brand’s bottom line

By Gill Hyslop contact

- Last updated on GMT

Proper Snacks said the growth of Properchips - launched last year - has exceeded expectations. Pic: Proper
Proper Snacks said the growth of Properchips - launched last year - has exceeded expectations. Pic: Proper

Related tags: Proper Snacks, Popcorn, lentil chips, Palm oil, Gluten-free, vegan, better for you, coronavirus

Proper has reported its strongest year to date in 2019, with sales exceeding expectations for 2020 amid the challenges of the COVID-19 crisis.

The UK’s largest independent snack brand posted a 25% year-on-year growth for FY2019 with revenue of £15.9m, the highest since the company was founded in 2011.

This follows the move by the brand last year from a popcorn provider to a broader better-for-you snacks business with a name change from Propercorn to Proper.

“The move to Proper showed our ambition, while Properchips became the biggest Better-for-You launch of 2019,”​ said Proper founder Cassandra Stavrou.

Palm oil-free microwave popcorn

The Propercorn range – including Propercorn for Kids, which contains no refined sugar, preservatives or artificial colourings – grew by 13%, expanding its share of the healthy popcorn market with its three core flavours complemented by the launch of a new microwave range, which grew 300% in 2019.

According to Proper, the pop-at-home collection is currently the only palm oil-free microwave popcorn available in the UK, made with a blend of shea and rapeseed oil in its place. Available in Sweet, Salted and Cinnamon.

‘Growth of chips exceeds expectations’

Revenue for Properchips lentil chips accounted for over 10% of sales, despite launching half way through the year.

The gluten-free and vegan range contains only natural seasonings, coming in at under 100 calories per serving with 30% less fat than similar offerings on the market.

Available in Sea Salt, Barbecue, Salt & Vinegar, Sweet Sriracha Chilli and Sour Cream & Chives, Properchips are available across grocery and out-of-home channels, as well as online, in single and sharing bag formats.

“The reception has exceeded expectations. Our ambition for the range accelerates every month with NPD that will extend our snacking portfolio even further,” ​added Stavrou.

“During the lockdown period we showed both our relevance and our resilience. Now, the brand feels stronger than ever, and record sales in 2020 for both microwave and Properchips demonstrate our continued ambition.

“It’s fantastic to be connecting so well with snackers across the nation.”

The certified B Corp company said it will be venturing even further, with an exciting pipeline of products being developed for 2020 and 2021 launches. It also plans to continue its international expansion and said it has seen particular success in the Dutch market.

It also noted it was currently working with a supplier to develop a recyclable film for packaging that still has the qualities needed to keep snacks fresh.

Proper launched its first national TV advertising campaign last month.

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