As such, Proper Corn, which already boasts a retail sales value of £34.9m [NIQ 52 w/e 6 September 2025], is perfectly positioned to tap the growing fibremaxxing trend, he says.
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Alex Brittain: Proper Snacks CEO betting big on fibremaxxing
By Niamh Leonard-Bedwell2026-01-16T14:33:00
Proper Snacks CEO Alex Brittain believes his brands have major advantages over rivals, and is using its uniquely creative set-up to help them make progress
Taking on PepsiCo, KP Snacks and Kellanova in the crisps aisle is no mean feat. But Proper Snacks CEO Alex Brittain is in bullish mood. For a start, he says, his product has one clear advantage over the giants: “Popcorn provides 10 times more fibre [by weight] than spinach.”
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