Proper launches UK’s first pop-up microwave popcorn box

Proper Snacks has unveiled a category-first innovation: a microwave popcorn box that transforms from a flat pack into a freestanding, ready-to-eat serving bowl in just two minutes.

The Proper Pop-Up Box is designed to inject “theatre and convenience” into a segment that has seen little functional innovation in recent years, despite a highly loyal shopper base.

According to the brand, 56% of microwave popcorn shoppers do not purchase any other popcorn formats, yet the category has lacked premium, experiential updates.

The new format eliminates the need for a separate bowl, mimicking the iconic cinema popcorn tub. By bringing this experiential element into the home, Proper aims to re-energise the savoury snacking aisle and unlock new growth for retailers.

“Microwave popcorn should be the most exciting part of the aisle,” says Sandie Dilger, chief marketing officer at Proper Snacks. “It’s sensory and has built-in theatre, but the segment hasn’t kept up. With the Pop-Up Box, we’ve set out to change that… giving retailers a reason to re-energise a category that has felt stale for too long.”

The launch introduces Proper’s top-performing flavour, Sweet & Salty, to its microwave range for the first time. The brand currently sells over 38 million packs of Sweet & Salty annually across its portfolio. The new box will also be available in Sea Salt, the brand’s original iconic flavour.

Despite the focus on “theatre,” the product maintains the brand’s signature health credentials:

• Whole grain: made with high-quality wholegrain corn.
• Low calorie: under 100kcal per serving.
• High fibre: nutritiously dense compared to traditional cinema snacks.

The launch follows a period of significant growth for the company; Proper Snacks grew by 12% in 2025, with the Proper brand itself up 27% in the last 12 weeks. The brand currently accounts for 84% of all popcorn category growth over the last seven years.