Propercorn
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.
- Company typePrivate
- Founded2011
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
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.
Propercorn firmographics
Firmographics- 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
Propercorn industry classification
Industry- 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
Where Propercorn is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices3 records
Markets served
Propercorn business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure
Revenue model
- 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
Propercorn product offering
Product offeringCore 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
Companies that use Propercorn
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles1 record
Propercorn technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Propercorn partnerships and signals
Strategic signalScale indicators4 records
Recent moves7 records
Expansion highlights5 records
Propercorn competitors and assessment
Company assessmentDirect 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
Propercorn social profiles
Digital presencePropercorn compliance and trust
Trust signalCompliance3 records
Propercorn financial estimates
Financial estimateRevenue estimate
Valuation estimate
Propercorn leadership team
Management profileNumber of profiles
Profiles4 records
Propercorn funding detail
Funding detailFunding overview
Funding rounds1 record
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Propercorn M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Propercorn
What does Propercorn do?
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.
Is Propercorn a public or private company?
Propercorn is a private company. It is classified as venture growth investor backed and is currently operating.
When was Propercorn founded?
Propercorn was founded in 2011. It employs 11 to 50 people.
Where is Propercorn based?
Propercorn is headquartered in London, United Kingdom, in the Europe region.
How does Propercorn make money?
One revenue line is on record: snack Product Sales.
Who are Propercorn's main competitors?
Direct peers on record are Popcornopolis, Pipcorn, Angie's BOOMCHICKAPOP and Eat Real. Broad incumbents are SkinnyPop and Kettle Foods. Emerging players are Lesser Evil, Beanitos and Made Good. Tyrrells is listed as a regional player.
Does Propercorn have an API?
No public API is recorded for Propercorn.
What industry is Propercorn in?
Propercorn's product category is Premium packaged snacks. Its primary akta.pro industry code is CRADABAH, Popcorn & Puffed Snacks, with a secondary code of CRADABAE, Chips & Savory Snacks (Potato, Tortilla, Extruded). Its NAICS code is 3114 and its SIC code is 2090.