Microwave popcorn packaging:
it's in the bowl
Since its introduction in 1984, microwave popcorn packaging has remained essentially unchanged for 25 years. Now ConAgra Foods is ready to bring some real pop—and sales growth—to the category to meet the needs of today's consumer. The company's proprietary research shows that people want their microwave popcorn to be even easier to pop and serve. They want to eat it on the fly (without having to grab—and dirty—a separate bowl) as soon as it's done popping and not have to worry about cleaning up.1
Enter Orville Redenbacher's® innovative, new Pop Up Bowl, designed to pump up planned and impulse sales of microwave popcorn—and inspire additional eating occasions. The Pop Up Bowl is a microwave popcorn bag that pops into a sturdy, wide-mouth bowl for instant serving and easy clean-up. With two transparent walls, consumers can see the kernels pop, which takes the guesswork out of judging when the popcorn is ready to eat.
ConAgra Foods' consumer testing yielded very positive results: 71percent preferred the Pop Up Bowl, and its overall "liking" ratings were higher than those for the conventional bag.2
The Pop Up Bowl will be in store in time for March Madness — the 2011 NCAA Men's and Women's basketball championships. An integrated marketing campaign will support the launch and build excitement, trial and year-round sales.
1ConAgra Foods Proprietary Microwave Popcorn Barrier Study, April 2010
2 ConAgra Foods Home Use Test, June 2010
