Opopop Launches Lower Priced Product, Seeks to Make Popcorn More Snackable
Snack brand Opopop launched with a “flavor wrapping” technology that it said would shake up microwave popcorn. Now the brand is eschewing that concept in order to launch a lower priced offering, debuting next week a line of “Peel and Pour” single-serve popcorn cups.
“We’re calling it supremely snackable because it’s going to be smaller in serving size…and per serving quite a bit cheaper,” said Opopop president Sarah McDowell. “You might have a consumer that’s like, ‘my Tuesday afternoon snack isn’t special enough for flavor wrapped kernels.’ This is an afternoon snack…it’s a quick and easy serving of popcorn.”
Opopop’s larger bags, which it launched eight months ago, enrobe each kernel in a layer of flavoring — a process that requires the product to also be shipped with ice packs in warmer months. The Peel and Pour cups, which come in smaller sizes, contain separate kernels and seasoning (closer to traditional popcorn) that are still placed in a microwave popper. While the larger bags retail for $14.99 for 16.9 oz, the cups will retail for $14.99 for three 1.5 oz cups.
Though the price per ounce is higher, the cups will offer a cheaper way into the brand at more of an every-day price point, McDowell said. This will be key, she added, to continue to drive trial online and to help the brand expand into brick and mortar — a move that is already underway.
In December Opopop launched into Foxtrot locations, with Nordstroms and Williams Sonoma also selling the line. While those retailers took Opopop’s larger bags, they are specialty stores, where customers are less apt to have sticker shock from a higher price point, McDowell said. Though the brand’s self manufacturing process isn’t quite ready to support mass and conventional grocers, she added, launching the cups is the first step in that direction.
Though snackable popcorn may not seem like the most revolutionary concept, McDowell (who previously worked for General Mills) believes there’s an opportunity to shake up a sleepy category. Investors seem to agree: The brand has raised $11.5 million dollars ($5 million in 2021 alone) since its founding in 2018. Investors include Valor Siren Ventures, RXBAR founder Peter Rahal, DJ and producer Tiesto, Oscar-winning filmmaker Jimmy Chin and Batshit Crazy Ventures.
The cups also help the company get to its ultimate goal of making fresh popcorn even easier to prepare, with future products taking the single serve concept even further.
Though the company would not comment on the exact timing, Opopop plans to eventually launch a keurig-like machine that takes single-serve popcorn “cartridges” and automatically cooks them. These cartridges could also be sold in retail, similar to how Keurig sells K-cups.
Despite the new lower priced items, the company will always position Opopop’s products (be it bags, cups or cartridges) as premium priced. Rather than a race to the bottom, McDowell said the brand can stand out by being higher end, comparing it to the likes of Truff or Jeni’s Ice Cream.
“Popcorn is a sleepy category and it’s definitely commoditized,” McDowell said. “I think there have been a lot of categories where you have a premium brand come out that…kind of said ‘No. We’re going to charge more because we’re worth it. The quality is worth it…the packaging is worth it.’ Just nobody has done it in popcorn.”