PROPER extends its category-disrupting portfolio with the launch of four Crunch Corn flavours, on shelf from today.
PROPER is the fastest-growing major snacks brand in the UK, built on bold flavours, standout design, responsibly sourced ingredients, and a uniquely young consumer base — attracting the highest proportion of under-45s in the category. In popcorn, PROPER has driven 84% of total category growth over the past seven years. In crisps, the brand has scaled from £0 to £28 million in just five years, delivering the category’s largest sustained innovation launch.
Now, PROPER is set to inject the same fresh energy into the nuts aisle – at a time when the segment is losing relevance with younger shoppers.
Crunch Corn joins the PROPER line-up as a modern, nut-free alternative, offering punchy flavours in glossy, vibrant packs that you’re proud to be seen with.
With more than 90% of adults in the UK not eating enough fibre*, PROPER Crunch Corn is a snack you can feel good about. It is naturally high in fibre and offers a bold, crunchy experience without compromising on flavour.
The vegan range debuts with four bold flavours:
- Sea Salt: A spritz of sea salt, toastiness, and a bold savoury crunch. RRP: £1.15 / £2.25 sharing pack
- Crispy Chilli Oil: A tingling chilli heat with a crispy onion hit. RRP: £1.15 / £2.25 sharing pack
- Barbecue: A sweet & smoky taste sensation with tomato-ey tang. RRP: £1.15 / £2.25 sharing pack
- Maple Bacon: A blend of maple syrup’s golden glow, a sizzle of smoky bacon flavour, and bold umami crunch. RRP: £2.25 sharing pack
A proud B Corp since 2018, PROPER continues to build on its commitment to social and environmental responsibility. The new range is made using regeneratively farmed corn, grown with practices that prioritise soil health, fertility, water conservation and biodiversity.
Sandie Dilger, chief marketing officer at PROPER, said: “With Crunch Corn, we’re building on PROPER’s track record of driving growth in both the crisps and snacks categories. Shoppers are increasingly looking for more fibre, and this launch delivers it in a bold new format that brings fresh energy to the nuts aisle and snacking occasions.”
The launch is supported by PROPER’s masterbrand campaign ‘Practice PROPER Snacking’, with a second wave of OOH and digital investment running from 22nd September.
Keeping in fashion with PROPER’s vibrant and eye-catching packaging, the snacking brand has collaborated with artist Andreea Robescu to design the new Crunch Corn collection. Her work, known for its bold colors, dynamic textures, and whimsical illustrations, perfectly captures the playful and rebellious spirit of the PROPER brand, ensuring the packs stand out on shelves.
PROPER Crunch Corn is available now at Waitrose (from August 25th) with further listings in Sainsbury’s and other retailers confirmed for September.
