Butterkist has been re-branded by Tangerine Confectionery to re-affirm the link between popcorn and the cinema experience. Inspired by its all-American heritage, the new design features matt packaging and a ‘Butterkist Productions presents …’ strapline. “It’s an exciting time for the brand, and for the popcorn market, which is currently experiencing growth of more than 17% year on year,” says chief executive officer Graham Hunter. “The redesign and new formats will re-invigorate the brand for existing fans and will offer stand out for retailers looking to secure new customers.” The new designs will be phased into market from late August, and will be supported by an integrated marketing campaign in late 2012.

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