POPCORN INNOVATION FOR AN UNTAPPED AUDIENCE
To unlock growth potential with younger consumers, a leading popcorn brand partnered with TrueSense Research to uncover white space and test bold new innovations to expand upon the strong foundation of the parent brand.
THE CHALLENGE
A well-established popcorn brand had long been a favorite among families and traditional snackers, but the team recognized a valuable opportunity to connect with an untapped audience: younger consumers who are driving modern snacking trends hadn't yet found their brand.
Our core customer loves the popcorn we make, but we just aren't top of mind for the next generation of snackers. To drive and sustain growth into the future, we have to understand what Millennials and Gen Z are looking for and how we can deliver for them."
The challenge was clear: How could the brand evolve to attract a younger audience while staying true to its roots?
THE RESEARCH
To uncover the right path forward, the brand partnered with TrueSense Research to better understand the drivers of younger snackers. The research focused on two key areas:
1) Understanding Flavor & Experience Preferences – During in-depth interviews with Millennial and Gen Z consumers, TrueSense uncovered that younger snackers gravitate toward bold, globally inspired flavors and snacking experiences that feel unique and shareable. Popcorn was seen as familiar and comforting, but lacking in the excitement of other trending snack categories.
2) Nailing the Product with Concept Testing – Concept testing revealed that younger consumers responded most strongly when flavors were considered adventurous, unexpected, and dynamic. Packaging that emphasized bold visuals and a fun, snackable experience appealed to the younger target. A MaxDiff analysis provided the measurable and statistically significant results the team needed to move forward with confidence.
THE IMPACT
These insights led the brand to introduce a new line of popcorn featuring an adventurous and widely appealing flavor for both Millennials and Gen Z consumers. The packaging successfully emphasized the bold taste and shareability.
The results:
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A significant increase in trial rates among younger consumers, proving the new flavors were hitting the mark
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A boost in social media engagement, as snackers shared their experiences with the new flavor and packaging, generating organic buzz
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New retail opportunities, with expanded placements in stores looking to capture younger shoppers.
By leveraging the expertise of TrueSense Research, the brand successfully modernized its appeal—proving that with the right strategy, a legacy snack can intentionally evolve to capture the attention of a new generation.
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