Metcalfes skinny Cinema Sweet

Popcorn brand Metcalfe’s Skinny is hoping to shake up the category with a low-sugar popcorn sweetened with stevia.

Cinema Sweet - billed as the lowest-sugar sweet popcorn on the market - launches on 23 November and will initially be listed in 400 Tesco stores nationwide (rsp: £1.59/70g sharing bag).

The popcorn is sweetened with a blend of stevia extract and sugar, and contains 8.5g of sugar per 100g. In contrast, sweet popcorns contain between 16.8g and 51g of sugar, while sweet & salty popcorn has a sugar content of between 15g and 32g.

The brand is also rolling out advertising campaign #POPaganda across London Underground stations from this week. The push comprises six posters, each profiling a Metcalfe’s flavour - including Cinema Sweet - with headings such as ‘pop legend’, ‘pop icon’ and ‘top of the pops’.

“Our 2014 TV advertising was centred around a playful creative that showed off the fun side of our brand personality,” said managing director Max Rees. “This latest Tube campaign is a move away from that, really focusing on our products and range. Popcorn has seen phenomenal growth year on year and we couldn’t be more excited to continue to promote our brand and this category to more people.”

Metcalfe’s is one of a number of popcorn brands making a significant mark on the bagged snacks category, with brand sales up 63% to £10.8m [Nielsen 52 w/e 12 September 2015]. Strong growth has also come from Propercorn, up 88% to £10.1m, and Tyrrells Poshcorn, up 36% to £8.4m.