Metcalfe gives Skinny Topcorn fresh pushes and new flavours

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Popcorn brand Metcalfe’s Skinny Topcorn is boosting its supermarket distribution and launching new marketing initiatives in a bid to drive growth.

Brand owner Metcalfe’s Food Co - created by Pret A Manger founder Julian Metcalfe - is rolling out two more flavours, Wasabi and Cinnamon, to Waitrose a year after the retailer began stocking its Sweet ‘n’ Salt and Sea Salt variants.

The company is also launching an on-pack promotion to mark the DVD release of Breaking Dawn part 2 on 100,000 special-edition packs of Sweet ‘n’ Salt.

It has also revealed plans to build its social media profile and will launch a new website in April, when a revamped pack design will roll out.

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