A Pop of Color and Flavor

Bold and unusual flavors and colors have long been a staple of popcorn sold by independent shops and specialty snack marketers. Examples range from sweet (peppermint, cinnamon bun, s’mores, amaretto, birthday cake) to savory (hickory, dill pickle, prickly pear, porcini mushroom, baked potato). Three new popcorn lines announced in the second half of this year illustrate the role licensing can play in the bold-and-colorful niche of the category:

  • Perfetti Van Melle signed snack maker Frit Ravich to produce Top Corn popcorn in Chupa Chups flavors including cola and strawberry cream. The product is sold through Spanish supermarkets and in impulse retail channels in Spain.
  • Crayola partnered with The License Factory for a line of Crayola-branded popcorns, starting with a cotton candy flavor and a confetti-colored kettle corn, for the North American market. Both are available in all retail channels.
  • Eon Productions licensed U.K.-based Joe & Seph’s for James Bond-branded, dry martini-flavored tipsy popcorn. The product is infused with 5% gin and vodka, with a “twist” of lemon, and coated with caramel. While its introduction was delayed due to the multiple postponements of the latest Bond film (currently set for release in April 2021), the special-edition popcorn is now available in select outlets, including Amazon U.K., Joe & Seph’s, and the official 007 store.

Earlier this year, Frito Lay got into the co-branded, flavored popcorn game by extending its Cheetos label into the popcorn category. The product comes in two varieties: regular cheese, similar to classic cheesy popcorn, and Flamin’ Hot. The popcorn is coated with “Cheetle,” the cheesy dust that coats Cheetos puffs. A similar product was available in Regal Cinemas in 2017 but this marks the introduction into retail.

There will be no RaugustReports posts next Monday, December 28, or Thursday, December 31. We will be back to our normal twice-per-week schedule on Monday, January 4, 2021. As we turn the corner on a very difficult 2020—for the licensing business and the world at large—we wish our readers a very happy new year.

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