SkinnyPop Popcorn

What SkinnyPop Popcorn does

SkinnyPop Popcorn is a better-for-you snack food brand operating in the US popcorn category, headquartered in Austin, Texas. Founded in 2010, the company manufactures and sells a portfolio of ready-to-eat and microwave popcorn products made with simple, recognizable ingredients, with the entire product line certified gluten-free and several SKUs (Original, Dairy-Free White Cheddar, Sea Salt & Pepper, Sweet & Salty Kettle Corn) certified vegan. The core product range includes Original, Butter Flavored, Roasted Garlic Butter, Sweet & Salty Kettle Corn, Sea Salt Microwave, Sea Salt & Pepper, and Dairy-Free White Cheddar varieties, supplemented by a licensed Harry Potter Butterbeer Flavored Kettle Popcorn SKU under a Warner Bros Discovery agreement and a Grab & Go multi-pack format combining popcorn and puffs. The brand's underlying technology is conventional popcorn production using a three-ingredient formulation, distributed across 0.65 oz single-serve bags, 4.4 oz, 5.3 oz, and 2.8 oz microwave formats, and 10.8 oz Grab & Go boxes.

SkinnyPop was acquired by The Hershey Company in 2017 for $1.6 billion as part of Hershey's strategic expansion into the savory and better-for-you snacks category, and now operates as a wholly-owned brand under The Hershey Salty Snacks Company subsidiary alongside Dot's Pretzels. The business model is traditional consumer packaged goods (CPG): one-time purchase transactions through Hershey's established distribution network spanning grocery, convenience, and mass retail channels, with direct-to-consumer e-commerce through the Hersheyland website. The company employs 101-250 staff and targets two primary consumer segments: health-conscious snackers seeking better-for-you options compatible with low-carb, keto, and gluten-free diets, and general mainstream snackers purchasing for movie nights, parties, and casual occasions.

Revenue mechanics are not separately disclosed at the brand level, but SkinnyPop operates as a key growth driver within Hershey's salty snacks business, which posted 18% year-over-year growth in the most recent reported quarter. Marketing is conducted through a multi-platform strategy including TV and digital advertising (the 'Freedom to Snack' campaign created by agency Preacher), celebrity partnerships (Jennifer Aniston), organic social media presence across Instagram, TikTok, YouTube, Facebook, and Pinterest, and earned media. The US popcorn category generated $1.1 billion in retail sales over the 52 weeks ending April 20, 2025, and the adjacent keto popcorn segment is projected to grow at 8-12% CAGR through 2035, providing the broader market tailwind for continued brand expansion.

Name

SkinnyPop Popcorn

Legal name

SkinnyPop Popcorn

Website

https://skinnypop.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

101–250 employees

Short description

SkinnyPop Popcorn is a US better-for-you snack brand making ready-to-eat and microwave popcorn from simple ingredients. Founded in 2010 and acquired by Hershey for $1.6B in 2017, it serves health-conscious and mainstream snackers through Hershey's nationwide retail distribution and DTC e-commerce.

Ownership category

akta.pro rank

Product category

Snack Foods

NAICS

Other Snack Food Manufacturing (311919)

SIC

Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Popcorn & Puffed Snacks (CRADABAH)

akta.pro secondary industry

Better-for-You / Functional Snacks (Low Sugar, Keto, Probiotic, Fortified) (CRADABAM)

Keywords

• Ready-to-eat popcorn
• Microwave popcorn
• Better-for-you snacks
• Gluten-free snacks
• Popcorn brand

Headquarters

HQ city

Austin

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Consumer Packaged Goods (CPG) Popcorn Sales: Traditional CPG food product revenue through one-time purchase transactions at retail stores. Products sold through Hershey's distribution network across grocery, convenience, and mass retail channels.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

SkinnyPop manufactures and sells a portfolio of better-for-you popcorn products, including ready-to-eat popcorn varieties (Original, Butter Flavored, Roasted Garlic Butter, Sweet & Salty Kettle Corn, Sea Salt & Pepper, Dairy-Free White Cheddar, and a licensed Harry Potter Butterbeer Flavored Kettle Popcorn) and microwave popcorn. Products are positioned as gluten-free snacks made with simple, recognizable ingredients, with several varieties also certified vegan, and are sold through Hershey's national retail and e-commerce channels.

Product overview

SkinnyPop is a better-for-you popcorn brand offering a portfolio of ready-to-eat and microwave popcorn products. The core lineup includes Original, Butter Flavored, Roasted Garlic Butter, Sweet & Salty Kettle Corn, Sea Salt & Pepper, and Dairy-Free White Cheddar varieties. The brand also offers a licensed Harry Potter Butterbeer Flavored Kettle Popcorn and a Grab & Go format. SkinnyPop products are positioned as gluten-free snacks made with simple, recognizable ingredients, with several varieties also certified vegan.

Differentiator

Problem solved

Functional benefit

Brands

• SKINNYPOP Original Popcorn: Original flavor popcorn made with three simple ingredients
• SKINNYPOP Roasted Garlic Butter Flavored Popcorn
• SKINNYPOP Harry Potter Butterbeer Flavored Kettle Popcorn
• SKINNYPOP Butter Flavored Popcorn
• SKINNYPOP Sweet & Salty Kettle Corn
• SKINNYPOP Sea Salt Microwave Popcorn
• SKINNYPOP Sea Salt & Pepper Popcorn
• SKINNYPOP Grab & Go Popcorn & Puffs

Products and services

• SKINNYPOP Original Popcorn Original flavor ready-to-eat popcorn made with simple, recognizable ingredients; targeted at general and health-conscious snackers and sold through Hershey's retail and e-commerce channels.
• SKINNYPOP Butter Flavored Popcorn Classic butter-flavored ready-to-eat popcorn targeted at mainstream popcorn consumers seeking an indulgent-tasting, ready-to-eat option.
• SKINNYPOP Roasted Garlic Butter Popcorn Ready-to-eat popcorn seasoned with roasted garlic butter flavor, positioned for consumers seeking a gourmet savory snack.
• SKINNYPOP Sweet & Salty Kettle Corn Popcorn Sweet and salty kettle corn style popcorn targeting consumers who want a sweet-savory flavor profile in a ready-to-eat format.
• SKINNYPOP Sea Salt Microwave Popcorn Microwave popcorn with sea salt seasoning sold in a multi-count box, designed for at-home preparation by health-conscious consumers.
• SKINNYPOP Sea Salt & Pepper Popcorn Ready-to-eat popcorn seasoned with sea salt and pepper, targeted at consumers wanting a savory, lightly seasoned better-for-you snack.
• SKINNYPOP Dairy-Free White Cheddar Popcorn Vegan-certified white cheddar flavored popcorn made without dairy ingredients, targeted at vegan and dairy-avoiding consumers.
• SKINNYPOP Harry Potter Butterbeer Flavored Kettle Popcorn Licensed Harry Potter branded kettle popcorn with butterbeer flavor, sold in 5-count packaging and targeted at fans and family movie-night occasions.
• SKINNYPOP Grab & Go Popcorn & Puffs Convenience-sized popcorn and puff snack packs sold in 12-count packaging, targeted at on-the-go and lunchbox consumption occasions.

Quantifiable outcome

• Hershey's salty snacks business grew 18% in the fourth quarter

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered core and minor.

• Preacher (Advertising Agency)coreGTM or Marketing Partner · 24 September 2025Preacher is the creative agency behind SkinnyPop's 'Freedom to Snack' advertising campaign, creating three humorous TV and digital ads highlighting the brand's Original flavor as a better-for-you snack.
• Warner Bros Discovery (Harry Potter)minorOEM/ Whitelabel/ Licensing PartnerSkinnyPop produces Harry Potter Butterbeer Flavored Popcorn under licensing agreement with Warner Bros Discovery, featuring the magical butterbeer flavor as an enchanting treat for any occasion.
• Jennifer AnistonminorGTM or Marketing PartnerActress Jennifer Aniston featured in SkinnyPop marketing campaign and promotional video content showcasing the brand's popularity and lifestyle appeal.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Jolly Time Pop Corn: Jolly Time is a 100+ year old privately held popcorn brand offering ready-to-eat and microwave popcorn across mass retail. Comparable to SkinnyPop on product format and channel, though less differentiated on better-for-you credentials.
• Smartfood: Smartfood is a flagship ready-to-eat popcorn brand owned by PepsiCo (Frito-Lay), offering flavored popcorn (White Cheddar, Butter) directly competing with SkinnyPop on retail shelves. Most comparable peer — same product format, same mass CPG channel, similar better-for-you adjacency.
• Angie's Boomchickapop: Angie's Boomchickapop is a better-for-you popcorn brand positioned on simple ingredients and clean-label credentials, very close to SkinnyPop's value proposition. Owned by Conagra Brands, it competes head-to-head in the same shelf set, target consumer, and better-for-you occasion.
• Pop Secret: Pop Secret is a leading popcorn brand (ready-to-eat and microwave) owned by Campbell Soup Company, with broad mainstream flavor offerings. Directly comparable to SkinnyPop on product category, retail channels, and mass-market consumer base.
• Dot's Pretzels: Dot's Pretzels is a sister brand to SkinnyPop within Hershey's salty snacks portfolio (acquired for ~$1.2B in 2021). Together the two anchor Hershey's salty snacks growth engine, providing a relevant comp on how Hershey scales and markets acquired snack brands.

Emerging players

• Pipcorn Heirloom Snacks: Pipcorn is an early-stage better-for-you popcorn and snack brand positioned on heirloom, non-GMO ingredients. Comparable to SkinnyPop on the better-for-you/clean-label positioning but smaller scale and more niche distribution.
• Quinn Snacks: Quinn Snacks is a better-for-you snack maker offering popcorn and pretzel products with clean-label, gluten-free credentials. Direct comparable to SkinnyPop on positioning and target consumer, though smaller and more emerging-stage.
• Lesser Evil Snacks: Lesser Evil is a better-for-you snack brand offering popcorn (and other snacks) under organic, paleo-friendly, and clean-label positioning. Comparable to SkinnyPop on better-for-you framing and target segment, though it operates across multiple snack categories.
• Newman's Own: Newman's Own is a better-for-you snack and food brand offering popcorn, pretzels, and other snacks under a clean-label, mission-driven positioning. Comparable to SkinnyPop on better-for-you framing and mass retail presence, though diversified across many categories.

Broad incumbents

• Orville Redenbacher's: Orville Redenbacher's is a Hershey-owned popcorn brand and the long-standing category leader in microwave popcorn. As a portfolio sibling to SkinnyPop, it shares the same parent distribution network and provides direct insight into SkinnyPop's competitive positioning within Hershey's overall popcorn strategy.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Customer concentration

• YouTubeyoutube.com/channel/UCSwX_0zWjWH7eOtvUcGL64w
• Instagraminstagram.com/hersheyland
• TikToktiktok.com/@hersheyland
• Pinterestpinterest.com/hersheyland
• Xx.com/theskinnypop
• LinkedInlinkedin.com/company/skinnypop-popcorn

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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 SkinnyPop Popcorn