PROPER, the UK’s fastest-growing major snack brand, is shaking up the snack aisle once again, this time by unveiling its first-ever cheese range.
Cheese is a national treasure; widely loved by the Brits and Irish, and this is also the case for cheese snacks. Dairy is in-fact the biggest flavour in crisps, snacks, and nuts, and with over £750 million spent on cheese-flavoured snacks every year, PROPER is tapping into this demand with a bold new take on its new cheese collection.
PROPER is bringing All the Cheese Lentil Chips, a “cheese utopia” that blends Cheddar, Emmental, Mozzarella, and Gouda into a crispy, savoury snack.
While the UK popcorn market has long been led by sweet flavours, PROPER sees a major opportunity to bring real cheese to the popcorn aisle, leading the way in flavour-packed snacking.
Strengthening the brand’s growing Savoury Popcorn collection, which already includes Tangy Chilli and Smoky & Sweet Paprika, PROPER is also launching Mature Cheddar Popcorn, a golden cascade of rich, tangy mature cheddar that offers a lighter, high-fibre alternative to traditional cheese-flavoured snacks.
Both new products are available in single serve, grab bags, sharing bags and multipacks.
PROPER’s new cheese range will be available for convenience stores through Foodbuy, Bidfood, Hunts, Suma, Epicurium, Cotswold Fayre, Camelot Foods, CLF and Cress Co.
The new range will also be launched in Tesco and Sainsbury’s this month, followed by WH Smith on 21st April and Waitrose, Morrison and ASDA later this spring.
Both new launches are designed to meet consumer and retailer demand for snacks that deliver on flavour without compromising on quality. The products are made with natural flavouring, contain no artificial colours or flavours, and are gluten-free.
With £62.9m RSV and 7 per cent growth year-on-year, PROPER continues to redefine modern snacking. Having driven 84% of the popcorn growth in the last 7 years, PROPER has cemented its position as the category leader.
PROPERCHIPS is now worth £27.4M - having doubled in size since 2021 - and PROPERCORN now sits at £35.5m RSV, as demand for flavour-packed snacks grows.
Sandie Dilger, Chief Marketing Officer at PROPER SNACKS, commented, “The UK’s love for cheese is undeniable – it’s a go-to in everything from sandwiches to snacks, so it was important that we gave cheese the PROPER treatment.
"All the Cheese chips - with four real cheeses - and Mature Cheddar popcorn bring something new to snacks across both our popcorn and lentil chip bases.
"In a category where too many brands rely on artificial ingredients to create that cheesy flavour, we’ve taken our commitment to big and natural flavours to create a snack that meets consumer demand for great-tasting products.”
RRP Mature Cheddar Popcorn:
Sharing £1.90 (70g), Multipack £2 (6 x 10g), Singles £1 (20g)
RRP ‘All the Cheese’ Lentil Chips:
Sharing £2 (85g), Multipack £2 (5 x 14g), Grab £1.10 (31g), Singles £1 (20g)
