Done Properly

Founded in October 2011 by 33 year-olds Cassandra Stavrou and Ryan Kohn, Propercorn has quickly emerged as the UK’s number one premium popcorn brand.

Winner of two Great Taste Awards, all recipes are developed by the Propercorn team and made using the best quality natural ingredients and the butterfly corn. Their collection is gluten-free, suitable for vegetarians and every flavour comes in under 135kcals.

With hand-illustrated packs, showcasing a vibrant colour palette, their popcorn comes in 6 delicious flavours: Lightly Sea Salted, Fiery Worcester Sauce & Sun-Dried Tomato, Sour Cream & Black Pepper, Sweet & Salty, Sweet Coconut & Vanilla and Smooth Peanut & Almond.
In 2014, Propercorn launched their successful UK brand on the Dutch market in retail and out of home outlets.

Wholebrands met with the Propercorn team in 2017 and we came up with a clear ambition for the brand: becoming the tastemaker in the Dutch snacking category from seed to snack.
We facilitated brand sessions with the international Propercorn team, W.Green and Bickery Food Group, sales & distribution partner for Propercorn in The Netherlands.
We made a review of the brand positioning focussed on the Dutch market. From there we worked together on a commercial plan including a channel- and marketing strategy.

Wholebrands and W.Green translated this plan in communication strategy and a concrete brand activation plan for 2017.


Wholebrands 2023