Reinventing Snacking: How Popcorn Kitchen Launched Crunch Corn & Entered a New Category

Launching a new product is risky, especially in snacking.

In this episode of Fuelling Foodies: The Food Marketing Podcast, Kate sits down with Louise, Founder of Popcorn Kitchen, to unpack the real story behind the launch of Crunch Corn - from spotting white space in the savoury snacking market to building momentum in Q1 and beyond.

This is a founder-level conversation about innovation, timing, and what actually matters when you’re expanding into a new category, without losing what made your brand successful in the first place.

Here’s what we cover:

1. How a trip to Seville inspired Crunch Corn, and why big, bold, savoury snacks were the opportunity.
2. Entering a new snacking category when your brand is known for gifting and sweet popcorn.
3. Consumer insight over hype: why size, crunch and flavour clarity mattered more than trends.
4. Early launch feedback from farm shops, pubs and DTC, and what surprised Louise most
5. Retail vs DTC strategy and how Popcorn Kitchen approached distribution
6. The power of tastings, real-time feedback, and learning fast
7. Hot take: why most brands launch new products at the wrong time

If you’re a food & drink founder planning a launch, expanding your range, or thinking about how to grow beyond your core bestseller, this episode is packed with honest insight and real-world lessons.

LINKS & RESOURCES:

1. Follow @popcornkitchen and explore Crunch Corn
2. Join the Food Marketing Club for just £57/month - your monthly hub for digital marketing strategies, templates, and support
3. Want tailored strategy support? Book a Strategy Call with Kate
4. Follow @kwmarketinguk for food & drink marketing insights, email tips & digital strategy

If you enjoyed this episode, subscribe, leave a review, and share it with a founder who’s planning a product launch this year 🔥