UK-based healthy snacks company Propercorn is changing its name to Proper to reflect its move into the crisps category.
The business, set up in 2011 by Cassandra Stavrou and Ryan Kohn, is seeking to expand its reach in the better-for-you category with the launch of Properchips, a vegan range that incorporates lentils.
“An ambitious pipeline of innovation in other snacking categories” is also on the cards, according to a statement from London-based Proper, which until now had been focused on the popcorn category.
The transition follows after the appointment of former Tyrrells executive Mike Hedges as the new head of the company and who last year outlined plans to expand into new overseas markets.
“Consistent, double-digit growth in popcorn over the last eight years has seen Proper emerge as the number one, independent snack brand in the UK,” the statement read. “Within crisps, snacks and nuts, better-for-you is now the fastest growing segment, worth GBP244m (US$310.3m).”
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Properchips are rolling out this month in Asda, WHSmith and Whole Foods Market in four flavours: Barbecue, Sweet Sriracha Chilli, Sea Salt, and Sour Cream & Chive. They are high in fibre and iron, and a source of protein. The chips have fewer than 100 calories per serving, are made with natural seasonings and have “less than 30% fat than leading crisp brands”.
Co-founder Stavrou said: “Properchips marks an incredibly exciting new era for Proper and catapults us from a leading premium popcorn maker to a big player in better-for-you. Properchips were created for the next generation of snacker, whose expectations on great flavour and health are higher than ever. There’s nothing on the market that’s ticking these boxes whilst really exciting shoppers, so we have no doubt that Properchips will enjoy the same success that our popcorn continues to.”
Properchips come in either single 20-gram bags or 80-gram sharing bags priced at GBP0.80 and GBP1.99, respectively.