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PopCorners

PopCorners is an American brand of popped-corn snacks, consisting of corn-based chips that are air-popped rather than fried, providing a lighter, gluten-free alternative to traditional potato or corn chips with bold flavor profiles such as sea salt, kettle corn, and white cheddar.^[1]^[2] Launched in 2010, PopCorners quickly gained popularity for its non-GMO verified ingredients, absence of artificial flavors, colors, or preservatives, and kosher certification, appealing to consumers seeking healthier snack options without compromising on taste or crunch.^[1] In 2015, BFY Brands—a company focused on better-for-you snacks—acquired the brand. In December 2019, PepsiCo acquired BFY Brands, integrating PopCorners into its Frito-Lay North America portfolio to bolster its lineup of nutritious salty snacks amid a broader push toward sustainable and health-oriented products.^[2]^[3]^[4] The brand has expanded beyond its core popped-corn chips to include product lines like PopCorners Flex, which are grain-free crisps delivering 10 grams of plant-based protein per serving for on-the-go snacking, and Flourish Veggie Crisps, made from air-popped vegetables for added nutritional variety.^[3]^[5] In May 2025, PepsiCo closed the brand's manufacturing plant in Liberty, New York, affecting nearly 300 employees.^[6] Available in single-serve packs and larger bags, PopCorners offers additional flavors including spicy queso, jalapeño popper, sweet chili, and cinnamon crunch, contributing to its recognition as one of the fastest-growing healthier salty snack brands in the United States, with sales reaching approximately $351 million as of 2025.^[7]^[8]^[3]^[9]

History

Founding and Early Years

In 1998, entrepreneur Zeke Alenick founded Ideal Snacks in Liberty, New York, establishing it as a contract manufacturing base for innovative, healthy popped snacks aimed at the growing demand for better-for-you alternatives in the snack industry.^[10] Ideal Snacks quickly became a hub for developing non-fried, popped corn products, leveraging Alenick's vision to create nutritious options without compromising on taste or texture.^[10] The invention of PopCorners occurred in 2009 at Ideal Snacks, when engineer Steven Van Poucke developed a proprietary popping machine.^[11] This technology used heat and moisture under compression to produce airy, chip-like snacks from corn, positioning PopCorners as a healthier alternative to traditional fried corn chips by eliminating oil and reducing fat content.^[11] The innovation built on Ideal Snacks' expertise in popped snacks, with its sister company Medora Snacks—founded by Alenick in 2010 in nearby Middletown, New York—subsequently handling production.^[12] BFY Brands later emerged as the successor entity overseeing the brand's development.^[13] PopCorners launched commercially around 2010 through Medora Snacks, targeting health-conscious consumers with its never-fried, gluten-free formulation that maintained a satisfying crunch similar to conventional chips.^[10] Initial production took place at the local facilities in Liberty and Middletown, New York, where early efforts focused on refining the air-popping process to ensure consistent quality amid growing interest in low-fat, allergen-friendly snacks.^[10] These New York-based operations faced initial hurdles in scaling output to meet demand, prompting investments in equipment and processes to support the brand's debut in regional markets.^[11]

Growth and Acquisition

Following its initial launch, PopCorners experienced rapid sales growth throughout the 2010s, transitioning from a regional offering to a national brand. BFY Brands was formed in June 2015 when private equity firm Permira acquired Medora Snacks and Ideal Snacks.^[14] By 2015, BFY Brands, the parent company, reported net sales exceeding $66 million, which surged to over $100 million by 2018—a 50% increase over three years—driven by expanded production capacity and targeted marketing emphasizing the product's gluten-free, non-GMO attributes and low calorie profile.^[10] Sales projections for 2019 reached $150 million, reflecting a nearly 40% year-over-year rise, as distribution broadened to include major retailers such as Walmart and Target, where the brand was tested and rolled out in select stores starting in 2018.^[12]^[15] BFY Brands played a pivotal role in this scaling, investing in facility expansions like a 37,500-square-foot addition in Wallkill, New York, in 2018 and planning to hire 125 additional employees that year to meet demand. The company's marketing strategies highlighted PopCorners as a healthier alternative in the salty snack category, contributing to its recognition as the fastest-growing chip in the "better-for-you" segment by 2018, according to Nielsen data.^[10] This momentum positioned PopCorners as a top seller in the healthy snack sector, with grocery store sales alone reaching $7.87 million in the 12 weeks ending August 2018, up 44% from the prior year.^[10] On December 2, 2019, PepsiCo announced a definitive agreement to acquire BFY Brands for an undisclosed amount, with the transaction completed shortly thereafter. The acquisition aimed to bolster PepsiCo's better-for-you portfolio, integrating PopCorners into its Frito-Lay North America operations to leverage the larger company's global distribution and production resources.^[4]^[16] Post-acquisition, PepsiCo shifted PopCorners production toward its established manufacturing network, leading to the closure of independent facilities. In February 2025, the company announced the shutdown of the BFY Brands plant in Liberty, New York, affecting nearly 300 employees starting in May, as operations consolidated into more efficient PepsiCo sites to support continued growth.^[17]

Products

Core Varieties and Flavors

PopCorners are air-popped corn snacks designed to provide a crunchy, chip-like texture without frying, available in a range of savory and sweet flavors.^[1] These snacks are made primarily from yellow corn kernels that are air-popped and seasoned, offering a lighter alternative to traditional fried corn chips.^[5] The core varieties in the United States include eight primary flavors: Kettle Corn, which combines sweet and salty notes with cane sugar and sea salt; White Cheddar, featuring a tangy cheese coating; Sea Salt, a simple salted option; Cinnamon Crunch, a sweet variety with cinnamon and sugar; Spicy Queso, blending cheddar cheese with black and red peppers for a Tex-Mex-inspired heat; Sweet Chili, offering a balance of sweetness and mild spice; Jalapeño Popper (introduced as a limited-edition flavor in 2024), evoking the stuffed pepper snack with jalapeño and cheese flavors; and Smokehouse BBQ, delivering smoky barbecue essence.^[5]^[18] These flavors cater to diverse preferences, from classic salty snacks to bolder, spiced profiles. Among discontinued flavors, Sour Cream & Onion was removed from production in 2025; it had previously faced scrutiny over gluten-free certification changes in 2023, though it remained labeled as gluten-free at the time.^[19]^[20] Packaging options for PopCorners include single-serve bags in sizes such as 1 ounce for on-the-go snacking, 4-ounce bags for individual portions, and larger 7-ounce bags for sharing.^[8] Variety packs are also available, such as the 15-count assortment featuring a mix of popular flavors like Kettle Corn, White Cheddar, Sea Salt, and Spicy Queso, ideal for sampling multiple options.^[8] These formats ensure accessibility in retail settings like grocery stores and convenience shops.

Nutritional Profile and Production

PopCorners are produced using a patented air-popping technique that applies heat and moisture under compression to transform corn into light, crispy snacks, incorporating minimal oil and seasonings without any frying process.^[21] This method results in lower oil absorption compared to traditional deep-fried corn chips, which typically involve submersion in oil leading to higher fat content—often 10 grams or more per serving—while PopCorners maintain around 4-6 grams of total fat per 28-gram serving due to their higher air volume that provides crunch without added density.^[22] A standard serving of PopCorners delivers approximately 120-140 calories, with 0-1 gram of saturated fat, making it a lower-fat alternative to conventional snacks.^[23]^[24] Most flavors are certified gluten-free and utilize non-GMO verified ingredients, though certain varieties like White Cheddar and Sweet Chili no longer meet FDA gluten-free requirements as of recent formulations.^[20]^[25] Following PepsiCo's acquisition of the brand in 2019, production incorporates enhanced quality controls and sustainable sourcing practices, including partnerships with 59 U.S. family farms for non-GMO corn to ensure consistent ingredient standards and environmental responsibility.^[26]^[2] In 2019, PopCorners expanded its portfolio with the introduction of FLEX Protein Crisps, an air-popped snack line designed to provide a high-protein alternative to traditional chips.^[27] Each serving of FLEX Protein Crisps delivers 10 grams of plant-based protein, 120 calories, 4 grams of fiber, and no more than 2 grams of sugar, utilizing ingredients like soybeans and cassava for a gluten-free, grain-free option.^[28]^[29] Available flavors include Barbecue and Buffalo, appealing to consumers seeking convenient, energy-boosting snacks for active lifestyles.^[27] Complementing this, PopCorners launched Flourish Veggie Crisps in the same year, featuring air-popped crisps made from farm-fresh vegetables such as kale, beets, and cauliflower to emphasize nutrient-rich, low-calorie snacking.^[27] These crisps contain 100 to 120 calories per serving and incorporate superfood elements for added vitamins and minerals, with flavors like Roasted Beets, Toasted Cauliflower, and Harvest Kale offering subtle, vegetable-forward tastes.^[28] The line targets health-conscious individuals desiring crunchy, veggie-enhanced alternatives without frying or heavy processing.^[27] Following PepsiCo's acquisition of PopCorners' parent company BFY Brands in December 2019, FLEX and Flourish were integrated into the broader portfolio as premium, better-for-you extensions, enhancing distribution and marketing efforts focused on guilt-free indulgence. Both lines are now widely available in grocery stores nationwide, catering to busy consumers looking for protein-packed or vegetable-boosted options to complement everyday snacking.

Marketing and Advertising

Key Campaigns

PopCorners' inaugural major advertising push came with its first Super Bowl appearance during Super Bowl LVII in 2023, featuring a humorous spoof of the television series Breaking Bad titled "Breaking Good." In the 60-second spot, directed by Breaking Bad creator Vince Gilligan, characters Walter White and Jesse Pinkman, portrayed by actors Bryan Cranston and Aaron Paul, abandon their criminal pursuits to "cook" batches of air-popped White Cheddar PopCorners in their iconic RV, emphasizing the snack's wholesome, guilt-free appeal as a healthier alternative to traditional junk food.^[30]^[31] The campaign positioned PopCorners as a fun, innovative entry into the snacking world, transforming the brand's visibility through nostalgic pop culture references.^[32] Building on this momentum, PopCorners released a speakeasy-themed commercial in March 2024, titled "Get Caught with Something Good," which evoked the Prohibition era of the 1920s to portray the snack as a secretive yet delightful "forbidden" treat. Starring actor Don Cheadle as a charismatic speakeasy host, the ad depicts revelers discovering PopCorners amid a hidden underground party, highlighting its crunchy texture and bold flavors like Sea Salt as unexpectedly satisfying indulgences that align with modern health-conscious snacking.^[33]^[34] This initiative reinforced the brand's theme of wholesome rebellion, extending the narrative of snacks that feel indulgent without compromise.^[35] In December 2024, PopCorners launched its first global campaign, developed by agency VCCP London, under the banner "Familiar but Different." Rolled out internationally across social media, print, out-of-home, digital out-of-home, and sampling activations, the effort targeted millennial and Gen Z audiences by showcasing the air-popped corn's pure ingredients—corn, oil, and seasoning—as a playful twist on familiar snacks, sparking curiosity about its light, crispy profile.^[36]^[37] The campaign's creative assets, including films and influencer partnerships, emphasized fun exploration of flavors like Kettle Corn and White Cheddar, positioning PopCorners as an adventurous yet accessible option in diverse markets such as Australia, Brazil, and the UK.^[38]^[39]

Celebrity Partnerships

PopCorners has leveraged partnerships with high-profile celebrities to enhance brand visibility and emphasize the snack's appeal as an indulgent yet guilt-free option. These collaborations often feature humorous narratives that highlight the product's air-popped, flavorful profile, drawing on the stars' established personas to connect with diverse audiences.^[33]^[31] In a 2024 commercial titled "Get Caught with Something Good," actor Don Cheadle portrays a mysterious speakeasy host during the Prohibition era, secretly serving guests PopCorners White Cheddar as a delightful surprise amid the illicit gathering. The ad underscores the snack's bold flavor and ease of enjoyment, positioning it as an unexpected treat in a secretive, fun setting. Cheadle's charismatic performance ties into the brand's theme of savoring indulgence without compromise, reinforcing PopCorners' status as a healthier alternative to traditional snacks.^[33]^[40] Bryan Cranston and Aaron Paul reprised their iconic roles as Walter White and Jesse Pinkman from Breaking Bad in the 2023 Super Bowl commercial "Breaking Good," where the duo channels their chemistry skills to produce batches of PopCorners in their iconic RV, transforming their notorious pursuits into a lighthearted endorsement of the snack's wholesome appeal. Directed by series creator Vince Gilligan, the spot transforms the characters' notorious chemistry into a lighthearted pursuit of the product's popped-corn delight, appealing to fans through nostalgia while promoting the snack's addictive quality. This partnership exemplifies PopCorners' strategy of using beloved television figures to broaden reach and associate the brand with entertaining, shareable content.^[31]^[41] Overall, PopCorners' celebrity collaborations strategically pair A-list actors with narratives that blend humor, nostalgia, and the snack's core benefits—crunchy texture and flavors like White Cheddar without added guilt—to attract wide demographics and elevate the brand's cultural presence.^[42]^[33]

Reception and Cultural Impact

Market Performance

PopCorners launched in 2010 with modest local sales in New York, generating under $450,000 in annual net sales that year.^[43] By 2011, sales had climbed to nearly $6 million, reflecting rapid early growth in the better-for-you snack segment.^[43] This momentum continued, with grocery store sales alone reaching $7.87 million over a 12-week period ending August 2018, up 44% from the prior year.^[10] Projections for 2019 estimated net sales at $150 million, up from $110 million in 2018, establishing it as a national top-seller in healthy snacks by that time.^[11] Following PepsiCo's acquisition of parent company BFY Brands in 2019, sales accelerated further, hitting $311 million in 2023—a 54.2% increase from 2022—driven by broader marketing efforts, including a high-impact Super Bowl ad that nearly doubled the brand's year-over-year growth rate.^[44]^[45] By 2024, annual sales reached $350.7 million, underscoring sustained commercial success.^[46] The brand holds a competitive position within the $40.9 billion better-for-you snack category as of 2025, where demand for air-popped, non-fried options continues to rise.^[47] PopCorners competes directly with established players like SkinnyPop, known for popped popcorn snacks, and Popchips, which offers similar never-fried chip alternatives.^[48] Its focus on simple ingredients and bold flavors has helped capture market share in the puffed corn segment, contributing to the category's projected growth to $54.4 billion by 2035.^[47] Post-acquisition, distribution expanded significantly through PepsiCo's extensive network, achieving widespread availability in major U.S. grocery chains, club stores, and convenience outlets, with the brand present in over 20,000 stores nationwide.^[18] This scaling was supported by investments in production, including a $3.5 million facility expansion in Middletown, New York, in late 2019.^[11] International efforts began gaining traction in 2024 with the launch of a global brand platform, building on earlier presence in over 40 countries to target new markets in Europe and beyond.^[49] The undisclosed-value acquisition by PepsiCo in 2019 marked a pivotal economic shift, with sales growing from $110 million in 2018 and a projected $150 million in 2019 to $311 million by 2023 and $350.7 million by 2024, supported by subsequent investments.^[4]^[11] This integration into Frito-Lay's portfolio not only enhanced production capabilities but also amplified PopCorners' role in PepsiCo's better-for-you strategy, contributing to the conglomerate's broader snacking revenue amid a competitive $40 billion-plus category.^[47]^[46]

Consumer Reception and Rankings

PopCorners has received positive consumer feedback for its distinctive crunch and positioning as a healthier alternative to traditional fried snacks, with many reviewers highlighting the air-popped texture and simple ingredients that appeal to those seeking lower-calorie options without sacrificing flavor.^[50] The brand's Kettle Corn flavor, in particular, earned a perfect 10/10 rating from food review site Sporked in a comprehensive taste test, praised as the top flavor for evoking a classic county fair experience with its balanced sweet and salty profile.^[51] In consumer rankings, the White Cheddar flavor has frequently been highlighted as a standout for its tangy, cheesy taste, often placing in the upper tier among PopCorners varieties despite not always claiming the top spot. A 2024 Yahoo ranking of all flavors from worst to best commended the overall brand for delivering consistent quality and innovative crunch across its lineup, with no flavor deemed outright poor.^[52] The brand has been recognized in industry lists for its contributions to healthy snacking, appearing in Food Dive's coverage of innovative better-for-you products in 2020, which noted its growth through non-GMO, air-popped formulations. Additionally, CSP Daily News featured PopCorners in 2019 for launching protein-enriched lines like Flex Protein Crisps, which provided 10 grams of plant-based protein per serving and were lauded for expanding nutritious snack options in convenience stores.^[53]^[54] Criticisms have centered on changes to product certifications and availability, with some flavors like White Cheddar and Sweet Chili losing their gluten-free label in 2022 after failing to meet FDA requirements, despite containing no gluten ingredients, which disappointed members of the celiac community. The discontinuation of the Sour Cream & Onion flavor in 2025 has also sparked fan backlash, with consumers expressing regret over the loss of a tangy, popular option that ranked highly in prior taste tests.^[55]^[19] The brand gained cultural visibility through its 2023 Super Bowl advertisement, which reimagined elements of the TV series Breaking Bad featuring actors Bryan Cranston and Aaron Paul, blending pop culture nostalgia with snack promotion and contributing to a surge in brand awareness.^[45]

References

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PopCorners: Home
Packed with flavor, filled with fun. We're changing snack time for the better. Our products are never fried.Our ProductsWhere to BuyPOPCORNERS® VARIETY ...KETTLE CORNOur Story
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PepsiCo buys PopCorners maker BFY Brands - Food Dive
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Insufficient relevant content. The provided URL snippet (https://www.popcorners.com/products) contains only a partial page structure with no product details, flavors, ingredients, or benefits.
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POPCORNERS Popped-Corn Snack - Sweet Chili Flavored - 7 oz
This product meets USDA-FNS standards for WIC eligible foods. Additional sizes may also be eligible. Visit the WIC Eligible page on this site for more ...
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POPCORNERS® VARIETY PACK - 15ct
Popocorners® Sweet & Salty Kettle Corn Popped-Corn Snacks: Yellow Corn, Sunflower Oil, Cane Sugar And Sea Salt. Popcorners® White Cheddar Flavored ...
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Sales soar for locally made snack chips
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Are PopCorners Gluten Free? At this time, White Cheddar and Sweet Chili flavors do not meet Food and Drug Administration requirements for Gluten Free. We ...<|control11|><|separator|>
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HOW ARE POPCORNERS® MADE?
PopCorners® are made using a patented air-popping technique that combines heat and moisture under compression to pop light and crispy PopCorners® snacks.
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Are PopCorners Healthy? A Dietitian's Snack Review
Sep 28, 2024 · They do have added oil, but you'll find less grams of fat per serving when compared with most regular chip options.
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PopCorners, Sweet & Salty Kettle Corn, Popped-Corn Snack
Calories 130. % Daily Value *. Total Fat 4 g 5%; Saturated Fat 0 g 0%; Trans Fat 0 g; Cholesterol 0 mg 0%; Sodium 110 mg 5%; Total Carbohydrate 22 g 8%; Dietary ...
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Gluten Free · Never Fried · No Artificial Flavors, Color or Preservatives · Non gmo verified · Only 3 Ingredients · OU kosher certified · 120 Calories per serving.Missing: launch 2010
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Inspired by those who pack the days full, this tasty, grain-free snack delivers 10 grams of plant-based protein so you can always power through.
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Bryan Cranston and Aaron Paul Peddle PopCorners in 'Breaking Bad'
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Don Cheadle Runs a Speakeasy With Forbidden Snacks in PopCorners Campaign. The spot extends the concept of the Frito-Lay brand's Super Bowl ad.
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