KP Snacks is expanding its Butterkist popcorn range with the launch of a new Crunchy Orange Chocolate flavour toffee popcorn.

The new flavour is available from 5 July in a 155g sharing format with an RRP of £1.59. comes in a royal purple packaging that focuses on the sweeter flavour of the new variety.

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KP believes the launch can drive growth in the category for the brand which has a market share of 37.8% in the popcorn category, twice the size of its nearest branded competitor, and a retail sales value of £52.3m, growing in value by 14.6%.

The launch makes Butterkist the latest brand to try a chocolate orange-flavoured product, following on from Mondelez with its Cadbury Orange Twirl, and Nestlé’s Yorkie Orange.

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Kevin McNair, Marketing Director at KP Snacks, said: “Butterkist is proud of its position as the nation’s favourite popcorn brand and we strive to continue to provide high quality snacks which intrigue and delight our consumers. Butterkist Crunchy Orange Chocolate brings a fun and modern twist to an established and much-loved brand, providing enjoyment and excitement for consumers, and a fresh and innovative flavour to the category.”

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