Propercorn

What Propercorn does

Propercorn, trading as PROPER and legally Catapult Enterprises Ltd, is a UK-based better-for-you snack manufacturer founded in 2011 by Cassandra Stavrou and Ryan Kohn. The company operates three core product collections: ready-to-eat and microwaveable popcorn, lentil chips, and crunchy corn snacks made with regeneratively farmed corn. PROPER sells across all major UK supermarkets and through its own e-commerce site (proper.co.uk) plus Amazon, targeting health-conscious consumers and working professionals seeking satisfying alternatives to traditional crisps and chocolate bars. The company holds a notable first-mover credential as the first B Corp-certified snack brand in the UK (2018), with parent PROPER SNACKS now positioning as the largest B Corp-certified snacks manufacturer.

The business is a branded CPG snack company with vertical control over production through its own factory in Nuneaton, England. Revenue is generated through one-time purchase sales of packaged snack products via retail distribution and online channels; pricing is set at the retailer level and not publicly disclosed. The company has no disclosed API, software, or technology platform, and its competitive differentiation rests on branding (artist-illustrated packaging), sustainability credentials (B Corp, Carbon Net Zero by 2030 pledge), and ingredient positioning (natural seasonings, high-fibre, plant-based, gluten-free options). The company is privately held, with a single disclosed funding round of approximately $9.16M in August 2016 from JamJar Investments and Piper Private Equity, and no reported institutional rounds thereafter.

Operational evidence indicates an active company with continuous product innovation: 2025 saw the launch of the Crunch Corn collection, and 2026 brought the UK's first microwaveable pop-up box popcorn. Marketing emphasises self-care and snacking-as-wellness narratives (e.g., "Practice PROPER Snacking" campaign), supported by social media presence on Instagram, TikTok, and LinkedIn, on-pack promotions, and collaborations with notable illustrators including Kelly Anna, Pietari Posti, and Andreea Robescu.

Name

Propercorn

Legal name

Catapult Enterprises Ltd

Website

https://proper.co.uk

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

11–50 employees

Short description

PROPER (Propercorn) is a UK-based better-for-you snack manufacturer founded in 2011, selling popcorn, lentil chips, and crunch corn products through major UK supermarkets and online channels, targeting health-conscious consumers.

Ownership category

akta.pro rank

Product category

Premium packaged snacks

NAICS

Fruit and Vegetable Preserving and Specialty Food Manufacturing (3114)

SIC

Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Popcorn & Puffed Snacks (CRADABAH)

akta.pro secondary industries

Chips & Savory Snacks (Potato, Tortilla, Extruded) (CRADABAE), Popcorn Manufacturing (AFAKAIAC)

Keywords

• Premium popcorn snacks
• Lentil chips snacks
• Crunch corn snacks
• Better-for-you snacking
• Plant-based snacks

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure

Revenue model

1. Snack Product Sales: Propercorn generates revenue through the sale of premium snacks (popcorn, lentil chips, crunch corn) through retail partners and e-commerce channels. Products are sold as one-time purchases through supermarkets and online marketplaces.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Propercorn manufactures and sells better-for-you packaged snacks across three collections: Popcorn (ready-to-eat and microwaveable), Lentil Chips, and Crunch Corn (made with regeneratively farmed corn). Products use natural seasonings, are high in fibre, and include plant-based and gluten-free options, sold as one-time purchases in UK supermarkets and through e-commerce channels.

Product overview

Propercorn is a UK-based better-for-you snack company founded in 2011, offering three distinct product collections: (1) Popcorn Collection - ready-to-eat and microwaveable popcorn in various flavours; (2) Lentil Chips Collection - snack chips made from lentils in bold flavours; and (3) Crunch Corn Collection - crunchy corn snacks made with regeneratively farmed corn. The company positions its products as delicious, satisfying snacks with no trade-off between taste and health, using natural seasonings and high-fibre ingredients. Propercorn is the first B Corp-certified snack brand in the UK (certified in 2018), with products available in supermarkets across the UK and through major online retailers including Amazon and Sainsbury's.

Differentiator

Problem solved

Functional benefit

Brands

• PROPERCORN: Original popcorn brand by Proper, launched in 2011.
• Crunch Corn
• Lentil Chips

Products and services

• Popcorn Collection Ready-to-eat popcorn in multiple flavours, made with natural seasonings, high in fibre, and aimed at health-conscious UK snackers seeking a better-for-you alternative to crisps and chocolate bars.
• Lentil Chips Collection Lentil-based snack chips in bold flavours, high in fibre and positioned as a better-for-you savoury snack for UK consumers.
• Crunch Corn Collection Crunchy corn snack collection made with regeneratively farmed corn, available in vegan Sea Salt, Maple Bacon, Crispy Chilli Oil, and Barbecue flavours, marketed as a bold-flavour better-for-you savoury snack.
• Microwave Popcorn range Microwaveable popcorn pouches in Sweet and Sea Salt variants, high in fibre and plant-based, designed for convenient at-home preparation.
• Box Fresh Popcorn (Pop-Up Box) Pop-Up Box format microwaveable popcorn for Sweet & Salty and Sea Salt flavours, designed as a ready-to-eat serving format from the same packet.

Quantifiable outcome

• First B Corp-certified snack brand in the UK
• +1 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Popcornopolis: Premium popcorn brand with natural-ingredient positioning, sold in club and grocery channels. Comparable to Propercorn on gourmet popcorn, retail distribution, and ingredient-led brand story.
• Pipcorn: US-based premium popcorn and snack brand targeting health-conscious consumers with better-for-you positioning. Closely comparable to Propercorn on product category (premium popcorn), target consumer (clean-label snackers), and brand-led premium positioning.
• Angie's BOOMCHICKAPOP: Better-for-you popcorn brand competing in the same premium-popcorn-on-supermarket-shelf niche as Propercorn, with comparable natural-ingredient, kettle-popped positioning and supermarket-led distribution.
• Eat Real: UK-based better-for-you snack brand offering lentil, chickpea, and vegetable-based snack chips in major UK supermarkets. Closely comparable to Propercorn's Lentil Chips line on geography, channel, and better-for-you positioning.

Broad incumbents

• SkinnyPop: Large-scale premium popcorn brand now owned by Amplify Snack Brands / Hershey's. Comparable category leadership in better-for-you popcorn with national supermarket distribution, though at much larger scale than Propercorn.
• Kettle Foods: UK-based premium hand-cooked chip brand with broad supermarket distribution. Comparable to Propercorn on premium savoury snack positioning in UK grocery, though Kettle is significantly larger.

Emerging players

• Lesser Evil: Premium better-for-you snack brand spanning popcorn, puffs, and other snacks with strong organic/sustainability positioning. Comparable to Propercorn on clean-label ethos and multi-snack portfolio.
• Beanitos: US bean- and legume-based snack chip brand. Directly comparable to Propercorn's Lentil Chips collection on legume-based better-for-you snacking and clean-ingredient positioning.
• Made Good: Better-for-you snack brand offering organic, allergen-free crackers, granola bars and related snacks. Comparable to Propercorn on clean-label, health-conscious snacking positioning with supermarket distribution.

Regional players

• Tyrrells: UK premium hand-cooked crisp brand (owned by KP Snacks/Hilltop). Comparable to Propercorn as a UK premium snacking brand with national supermarket distribution and brand-led differentiation.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/propersnacksco/posts/?feedView=all
• Instagraminstagram.com/proper
• TikToktiktok.com/@propersnacks?lang=en
• Xx.com/propercorn
• Facebookfacebook.com/Propercorn

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds1 record

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Propercorn