Proper has launched a pop-up microwave popcorn box.
Claimed to be the first of its kind in the UK, the format has debuted in Sea Salt and Sweet & Salty (rsp: £2.25/90g), which are exclusive to Tesco.
The NPD added “theatre and convenience” to microwave popcorn, a category that hadn’t seen any real innovation in years, said Proper, transforming from flat pack to ready-to-eat, box-fresh popcorn in just two minutes.
It would bring a “premium, cinema-style experience” into the home, the brand added.
“Microwave popcorn should be the most exciting part of the CSN aisle,” said Proper CMO Sandie Dilger.
“It’s hot and fresh, it’s sensory, and it’s got built-in theatre, but the segment hasn’t kept up.
“With the Proper Pop-Up Box, we’ve set out to change that, bringing the iconic popcorn box that we all know from the theatre and movies into the home. It’s about as experiential as snacking can get,” Dilger added.
The launch will be backed by an in-store campaign across digital screens and PoS. Additionally, Proper will revive its ‘Practice Proper Snacking’ masterbrand campaign on 20 April, spanning OOH, digital, sampling and in-store activity.
Proper expanded its range of lentil chips with House Hot Sauce in January, positioned to tap shoppers’ growing appetite for spicy snacks.
Value sales of its popcorn range reached £35m in the year to 24 February 2026, according to NIQ data.
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