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Report explores success case study: SkinnyPop - bringing simplicity and enhanced convenience to a snack staple

Report explores success case study: SkinnyPop - bringing simplicity and enhanced convenience to a snack staple

WiseGuyReports published new report, titled “SkinnyPop - Bringing simplicity and enhanced convenience to a snack staple”

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SUMMARY

WiseGuyReports published new report, titled “SkinnyPop - Bringing simplicity and enhanced convenience to a snack staple”

SkinnyPop Make an Inquiry about this news was founded in 2010 as a two-person start-up. Delivering a simple ready-to-eat popcorn with natural ingredients, the brand has risen to second in the US ready-to-eat popcorn category, with sales reaching over $270m in 2016.

Ready-to-eat popcorn has emerged as a key growth opportunity within snacks in recent years. Overall, it is now commonly valued in excess of $1bn.

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Furthermore, profitability potential is strong, with margins typically above 30%.

 

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Scope

- SkinnyPop has added value to the popcorn category by stripping the product back to a bare minimum, rather than adding ingredients or overly indulgent characteristics. 
- The product's simplicity and credibly healthier nature have helped to reinforce the idea of guilt-free snacking. This case underlines that brands are becoming more effective at delivering on the concept of healthy convenience. 
- Keeping things simple can be transferable between categories so as to allow brand-building and without betraying any healthy/simple/natural brand ideology that may form part of the attraction of the core brand. 
- SkinnyPop shows that good margins can be achieved from simplification while premiumizing, as opposed to justifying premiumization via greater complexity and thus production expense.

Key points to access

- Use selection of successful and failed product launches and marketing campaigns from across the globe to inspire innovation. 
- Reduce the risk of failure by learning from brands/products that have under-performed: failed innovation can severely impact profit and reputation. 
- Understand the relevant consumer trends and attitudes that drive and support innovation success so you can tap into what is really impacting the industry. 
- Gain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector. 
- Access valuable strategic take-outs to help direct future decision-making and inform new product development.

Table of Contents 

About Successes & Failures Case Studies 
Summary 
What? 
Why? 
Take-out 
Appendix

News From

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