Popcorn & Company: Popping up success in the gourmet snack market

Popcorn & Company, a brainchild of Vikas Suri, emerged from a practical need and a burst of creativity. "Popcorn & Company was born from our experience as popcorn kernels and seasoning suppliers to cinemas, where we often found ourselves with excess stock," explains Vikas Suri, founder of Popcorn & Company. This surplus sparked the innovation to create a brand dedicated to gourmet international popcorn, offering unique flavors and styles. Operating in two distinct verticals, the company serves freshly made, ready-to-eat popcorn in gourmet stores and marketplaces, alongside a ready-to-cook option that provides premium kernels and seasonings for home preparation.

Adapting to consumer trends

Popcorn & Company offers a diverse product portfolio, including gourmet popcorn in flavors like caramel and chocolate, alongside classic options like butter salted. The brand also caters to modern consumer trends with DIY kits, popcorn seasonings, and combo packs. "We cater to corporate gifting solutions and make candy fluff," adds Suri, emphasizing the brand's commitment to convenience and variety for different occasions.

Popcorn & Company's unique selling proposition (USP) lies in its DIY Movie Night Kit, designed for popcorn enthusiasts seeking tasty, convenient snacks. Suri elaborates, "Through experimentation, testing, and customer feedback, we've crafted the best quality popcorn using premium ingredients, ensuring that our consumers get a top-notch snacking experience every time."

Commitment to quality and safety

Quality and safety are top priorities for Popcorn & Company. Managed by Krackle Foods and based in New Delhi, India, its manufacturing facility is located in the Naraina Industrial Area of South West Delhi. "Our manufacturing facility implements stringent quality control measures throughout the manufacturing process. Our commitment to quality is further demonstrated by our focus on using premium ingredients and innovative production techniques to deliver a consistently superior product," explains Suri. The brand adheres to rigorous food safety protocols to ensure that its products meet both national and international standards.

Driving innovation through R&D

At Popcorn & Company, research and development (R&D) drives innovation. The company invests significantly in R&D to explore new flavors, improve product quality, and enhance the overall consumer experience. "Our commitment to flavor innovation helps us stay ahead of market trends and meet the evolving preferences of our customers," notes Suri. This dedication extends to sustainability, with the company emphasizing responsible ingredient sourcing and minimal environmental impact.

Crafting premium gourmet experiences

Popcorn & Company positions its products as premium offerings, catering to consumers seeking high-quality, gourmet snacks. "Our premium range includes flavors like Double Choco Fudge, Red Velvet, and Soft Cheesy Sriracha, crafted with superior ingredients and unique recipes to deliver exceptional taste and quality," says Suri. The brand enhances the premium experience with aesthetically pleasing packaging, such as tins and gift boxes, making them suitable for gifting and special occasions. The focus on quality extends to their production processes, which involve small-batch manufacturing to ensure freshness and adherence to high standards. "Our commitment to premium quality is reinforced by the FSSAI certification, ensuring that all products meet stringent food safety regulations," he explains.

Comprehensive marketing approach

Popcorn & Company's marketing strategies are diverse and comprehensive. The brand leverages social media platforms like Instagram, Facebook, and YouTube to share engaging content, promotions, and customer testimonials. Additionally, they utilize e-commerce platforms like Amazon and Flipkart, collaborate with food bloggers, and offer subscription services for regular customers. "We also target corporate clients for gifting solutions and bulk orders for events," adds Suri, highlighting the brand's multifaceted approach.

Efficient multi-channel distribution strategy

Popcorn & Company employs a robust distribution model leveraging online and offline channels. "Our online presence includes our dedicated website and partnerships with major e-commerce platforms like Amazon, Flipkart, JIOMart, and Meolaa," explains Suri. Offline, the brand has collaborated with select modern trade outlets and offers corporate gifting solutions. Additionally, they utilize Quick Commerce platforms like Swiggy Instamart and Big Basket for quick and convenient delivery. "This multi-channel approach ensures that our gourmet popcorn is accessible to a wide audience across various regions," he adds.

Strategic product diversification

Popcorn & Company's product diversification strategy is multifaceted. "We've introduced a variety of innovative gourmet popcorn flavors like confetti, double choco fudge, and sea salt caramel, along with do-it-yourself movie night kits," shares Suri. An expanded distribution network supports these offerings, enabling the brand to reach a broader audience throughout India. Additionally, the company is establishing new kiosks to enhance its physical presence and exploring partnerships and collaborations with key retailers to strengthen its retail footprint. Simultaneously, the company is exploring opportunities to leverage digital platforms and e-commerce channels to widen their customer base and enhance product accessibility. "Overall, our objective is to continue delighting consumers with diverse flavor options while solidifying Popcorn & Company's position as a leading player in the popcorn market through strategic growth and diversification initiatives," adds Suri.

Vision for dynamic expansion

Suri envisions a dynamic expansion for Popcorn & Company. "In the next five years, we aim to broaden our product line by introducing new flavors while maintaining a strong emphasis on our current offerings," he says. This expansion includes investing in research and development to create innovative flavors and developing new packaging solutions prioritizing affordability and environmental sustainability. These efforts aim to drive growth and solidify the brand's reputation in the market.

Popcorn & Company is set to revolutionize the gourmet popcorn market with a commitment to quality, innovation, and sustainability. The brand is poised to delight popcorn enthusiasts across India and beyond through strategic growth, product diversification, and a keen focus on consumer trends. As Vikas Suri envisions, the future of Popcorn & Company is bright, filled with exciting new flavors and sustainable practices that will continue to set the brand apart in the competitive snacking industry.