May 2013
| Business World Magazine | 71
POPPING-UP EVERYWHERE
Since its first commercial launch less than
two year ago, PopCorners has emerged as
a product carried by major retailers, such
as HEB, Wegmans, Market Basket, Ralph’,
Shoprite, Costco’s, BJ’s Wholesale Club and
Sam’s Club. This penetration has not been
limited to the U.S. market as PopCorners
is now exported to 42 countries, including
Canada, Mexico, Australia, Brazil, Japan
and South Africa. Over the last year, reve-
nues have grown by more than 300 percent
with surprisingly little reliance on the typi-
cal national advertising strategies companies
deploy. PopCorners have enjoyed particular
popularity on social media platforms where
product reviews and YouTube Videos by
consumers can be readily found.
PopCorners has additionally generated
widespread appeal from guerilla marketing
donations to numerous charities, including
hospitals treating children with Celiac Dis-
ease, an autoimmune disorder that affects
functioning of the small intestine. As Pop-
Corners are gluten-free, they can be safely
consumed (and digested) by anyone afflicted
with Celiac. Renow says the company will
typically receive hundreds of emails every
month with more than 70 percent coming
from consumers who rave about how much
they enjoy PopCorners, but he especially
appreciates the letters from parents and
children expressing gratitude for creating a
product that adheres to their dietary require-
ments.
The lion-share of the other email is com-
ing from consumers demanding more prod-
uct placement in their local stores, and rest
assured, Renow says PopCorners is working
to expand its presence. Renow added that
this growth has led to the ever growing chal-
lenge of keeping up with demand, which he
notes is being addressed daily with consider-
ations for increased production.
Given the current sales trends, Renow
projects annual sales within the next few
years to exceed $100 million, and given
PopCorner’s popularity, his enthusiasm is
unlikely to be burst-away as easily as a corn
kernel.
By developing newflavor profiles and new
structural styles, while maintaining the taste
and ingredients that make consumers smile,
look to PopCorners to increasingly pop-up
throughout the corners of the snack-loving
world.
