The company is introducing Tyrrells Proper Popcorn (rsp: £1.49 per 80g bag) to independents and farm shops this week before rolling it out to multiples late next month.
Available in lightly sea salted, sweet & salty and sour cream & jalapeno, the line would bring "upmarket and adult appeal" to popcorn, said CEO David Milner. "Popcorn has an image of being sweet and only for younger consumers so we decided to give it premium, gourmet appeal just as we have done with potato chips," said Milner.
The line-up will be extended in the new year with a 20g snack format (rsp: 59p). A marketing campaign for Tyrrells' overall brand will run in the new year.