PROPER has expanded its everyday microwave popcorn line-up by introducing its top-selling Sweet & Salty flavour to the core range for the first time.

Alongside the new arrival, the brand has given its existing microwave offerings a total “glow up,” updating recipes, refreshing visual packaging, and rebranding the range as “Fresh Popcorn” to capitalise on at-home movie and snacking occasions.

Expanding the core microwave line-up

Sweet & Salty stands as PROPER’s highest-performing flavour, generating over £23.2 million in sales over the past year (Nielsen, MAT 05.09.26) and marking a 16% increase compared to the prior year. Following strong consumer demand demonstrated through its initial introduction in the brand’s Pop-Up Box format earlier in 2026, the flavour is now making its debut in PROPER’s core microwave multipack collection.

The category expansion responds to significant shopper loyalty and growth potential within home-popped snacks. Data indicates that nearly six in ten (58%) microwave popcorn shoppers purchase no other popcorn format, making it a highly dedicated consumer segment. While the broader microwave category had previously faced a steady decline due to limited innovation, PROPER’s recent product launches have helped revitalise the space, with its Pop-Up Box innovation alone generating £1 million in incremental sales since launching in March 2026.

Recipe improvements and “sensemaxxing” rebrand

The core microwave collection — comprising Sweet, Salted, and now Sweet & Salty — has been officially rebranded as Fresh Popcorn. The updated proposition taps directly into the popular “sensemaxxing” trend, which has richer, immersive sensory experiences. Positioned as the only warm option in the crisps, snacks & nuts (CSN) aisle, the range highlights the distinct warmth, aroma, and home theatre of fresh popping.

“Microwave popcorn is as experiential as snacking gets. It’s a moment of theatre at home that people love and a firm favourite with families. We’re excited to bring Sweet & Salty – our number one flavour to our core microwave range – creating more ways for people to Practice PROPER Snacking at home,” said Sandie Dilger, chief marketing officer at PROPER SNACKS.

Retail rollout & commercial momentum

The refreshed PROPER Fresh Popcorn microwave collection launches as a 3 x 70g multipack with an RRP of £2.50. The range is available at Waitrose and Ocado starting 21st September 2026, with a wider nationwide retail rollout scheduled throughout October. PROPER continues to maintain its B Corp certification across its entire snacking portfolio.

This product rollout follows strong market momentum for PROPER SNACKS. The business is currently growing 11 times faster than the wider snacking category, recording a 26% year-on-year increase. Now ranked among the top 10 CSN brands in the UK, PROPERCORN is valued at £38 million RSV after growing +8% over the last 12 weeks, having driven 84% of total popcorn category growth over the past seven years.