Metcalfe’s skinny popcorn® wins ‘Best Sugar Reduction’ Award


Metcalfe’s skinny popcorn® is delighted to announce that it has won the ‘Best Sugar Reduction Through Reformulation’ category at the Sugar Reduction Awards which took place recently at the Royal Society in London.


Metcalfe’s skinny® is one of the UK’s leading premium popcorn brands, made for consumers seeking lighter snacking options for their cinema, at home or snacking on-the-go occasions.

The ‘Best Sugar Reduction through Reformulation’ was awarded to Metcalfe’s skinny® for the successful redevelopment of its top selling Sweet n’ Salt variant. The new recipe, which includes Stevia, removes almost 25 tonnes of sugar a year from purchasers’ diets as well as delivering a product that is more popular with consumers.

Metcalfe’s skinny® have been using Stevia in their recipes for some time. They were the first in the category to launch a Cinema Sweet variant in January 2016, using a sweetening blend including stevia leaf extract which delivers 32% less sugar than the average sugar content of sweet popcorn.


Quickly realising the potential of Stevia, the sugar replacement is now used in all their new recipes. For example, new flavour Metcalfe’s skinny® Salted Caramel capitalises on the popular “sweet and savoury” trend, and includes Stevia to achieve a 57% sugar reduction compared to other Salted Caramel popcorns on the market.


Public health concerns over sugar have increased with 62% of adults now checking the sugar content on food and drink product labels.1 Striving to reduce sugar continues to be a key consumer trend, so the reformulation of Metcalfe’s® top selling variety of Sweet ‘n Salt popcorn was an important next step. Metcalfe’s skinny® was the first to bring Sweet n’ Salt to the UK market 8 years ago and over this time a loyal customer base had built up, making it the brand’s biggest volume variety, any change in which needed to be handled very carefully. Many trials took place over the 18 month development project to ensure the new reduced sugar recipe would continue to delight customers. In fact, using independent sensory testing, the Stevia formulation outperforms the old recipe on all measures yet contains 37% less sugar than other Sweet and Salt products on the market.


Andrew Slamin, marketing director comments: ‘We’re really pleased that our efforts to deliver great taste and less sugar have been recognised by this award. Since the reformulation, sales of Metcalfe’s Sweet n’ Salt, which was already the UK’s favourite, have grown by 12%2 indicating that even more consumers are enjoying our popcorn, so it’s a win-win situation.”


Popcorn in the UK has seen huge growth with Ready to Eat sales up by over 7% year on year3 and Metcalfe’s skinny® is one of the brands leading the charge, working hard to deliver lower sugar, fat and salt products without a taste compromise.


Source: 1 Attitudes towards sugar, Mintel, January 2017, 2 Volume Sales, Nielsen EPOS: Grocery Multiples 3 Nielsen total UK Market value sales data to 7th October 2017

Author: kimbarnard

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