Independent snack brand PROPER delivered record results last year as it continued to expand its offering beyond popcorn.
The British firm, which was founded in 2011, saw its revenues surge up 25% in 2019 to £15.9m.
The company changed its name from PROPERCORN to PROPER during the year as part of its ambition to take on the wider ‘Better for You’ snacking market. The results suggest the strategy is working, with its broader portfolio of lentil chips as well as its eponymous popcorn range showing strong growth in all formats.
PROPER Founder Cassandra Stavrou credited the PROPER team for the success of 2019, adding that the brand had also shown “both its relevance and resilience” during the COVID-19 crisis.
“These results reflect the PROPER team’s outstanding focus on creating the world’s favourite snack brand,” she said.
“The move to PROPER showed our ambition, while PROPERCHIPS became the biggest Better for You launch of 2019. The reception has exceeded expectations. Our ambition for the range accelerates every month with NPD that will extend our snacking portfolio even further.
“During the lockdown period, we showed both our relevance and our resilience. Now, the brand feels stronger than ever, and record sales in 2020 for both microwave and PROPERCHIPS demonstrate our continued ambition.”
In popcorn, the PROPERCORN range expanded its share with new flavours. The annual results show that PROPER grew its popcorn business by 13%, led by both the grocery and out-of-home markets. Its microwave popcorn range also grew by over 300% in 2019.
The PROPERCHIPS range accounted for over 10% of sales revenue despite only launching halfway through the year.
PROPER stated that it will be launching further NPD beyond Chips, with a pipeline of products being developed for 2020 and 2021. PROPER is also focused on international expansion with the brand already popular in the Netherlands.
