Pop Secret
- Company typePrivate
- Founded-
- HeadquartersCharlotte, United States
- Headcount—
- GTM typeB2C
- OfferingHardware or Manufacturing
What Pop Secret does
Pop Secret is a US popcorn brand operating in the consumer packaged goods (CPG) snack category. As of the most recent disclosed Circana data (52 weeks ending May 17, 2026), the brand held the #3 position in the US microwave popcorn market with $142M in sales, trailing category leader Conagra Brands ($534.3M) and private label ($163.6M). The company's core technology is conventional microwave popcorn manufacturing and packaging, with proprietary elements limited to a "Butter Meter" packaging feature that allows consumers to select butter intensity on the shelf. In 2025, Pop Secret extended into the growing ready-to-eat (RTE) popcorn segment with a new pre-popped line in three flavors (Movie Theater Butter, Homestyle Sea Salt, Double Cheddar) that requires no microwave preparation.
Pop Secret operates a wholesale-retail CPG model, selling branded popcorn products through major US grocery, club, discount, and regional retail channels. Following the 2024 acquisition by Our Home — a private better-for-you snack portfolio company that also owns Popchips, Good Health, ParmCrisps, and Sonoma Creamery — the brand expanded distribution to approximately 2,300 retail locations nationwide. Key trade customers include Kroger (national rollout August 2025), Sam's Club (initial RTE launch partner, June 2025), Five Below, Big Y, and Spartan Nash. Direct-to-consumer sales run through popsecret.com on Shopify. Pricing follows standard CPG unit pricing at retail and is not publicly disclosed.
The go-to-market motion combines celebrity-led brand marketing — actress Melissa Joan Hart was appointed as the brand's first "Chief of Butter" in September 2025 for the "Spill Everything" campaign — with trade show presence (Sweets & Snacks Expo, Natural Products Expo West) and digital marketing via Klaviyo and 1,000+ advertising partners. Customer targeting is horizontal mass-market, covering families and individual snackers across both home movie-night (microwave) and on-the-go (RTE) occasions. The company does not disclose standalone revenue, headcount, or ownership structure beyond its status as a wholly-owned brand within the Our Home portfolio.
Pop Secret firmographics
Firmographics- Name
- Pop Secret
- Legal name
- Pop Secret
- Website
- https://popsecret.com
- Company type
- Private
- Operating status
- Operating
- Ownership category
- akta.pro rank
Pop Secret industry classification
Industry- Product category
- Snack Food / Popcorn
- akta.pro primary industry
- Popcorn & Puffed Snacks (CRADABAH)
- akta.pro secondary industry
- Popcorn Manufacturing (AFAKAIAC)
Keywords
Where Pop Secret is headquartered
LocationHeadquarters
- HQ city
- Charlotte
- HQ country
- United States
- HQ region
- North America
Markets served
Pop Secret business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel
Revenue model
- Microwave Popcorn Sales: Traditional microwave popcorn products sold through retail channels, representing the core business. Pop Secret holds #3 position in US microwave popcorn market with $142M in sales.
- Ready-to-Eat Popcorn Sales: New line of pre-popped, ready-to-eat popcorn launched in 2025, available at approximately 2,300 retail locations nationwide. No microwave needed, targeting on-the-go snacking occasions.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard retail pricing for microwave and ready-to-eat popcorn |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels4 records
Pop Secret product offering
Product offeringCore offering
Pop Secret manufactures and sells popcorn snacks for at-home and on-the-go consumption. The portfolio includes traditional microwave popcorn (including butter varieties with the signature 'Butter Meter' packaging) and a Ready-to-Eat (RTE) popcorn line launched in 2025 in three flavors (Movie Theater Butter, Homestyle Sea Salt, Double Cheddar), distributed through major US retailers and direct e-commerce.
Product overview
Pop Secret is a popcorn brand owned by Our Home, offering two main product lines: microwave popcorn (the traditional core product requiring microwave preparation) and a newly launched Ready-To-Eat (RTE) popcorn line (pre-popped, on-the-go snacking). The microwave line includes Homestyle Sea Salt, Movie Theater Butter, and Double Cheddar flavors, while the RTE line launched in 2025 with the same flavor lineup. The brand also introduced a 'Butter Meter' feature on packaging to help consumers gauge butter intensity preferences. Pop Secret's products are distributed through major retailers including Kroger, Sam's Club, Five Below, Big Y, and Spartan Nash, with national expansion following the 2024 acquisition by Our Home.
Differentiator
Problem solved
Functional benefit
Brands
- Ready-to-Eat Popcorn Line: Microwave-free popcorn snacks available in Movie Theater Butter, Homestyle Sea Salt, and Double Cheddar flavors
- Microwave Popcorn (Butter Meter Line)
Products and services
- Pop Secret Microwave Popcorn
Quantifiable outcome
- Expanded to approximately 2,300 retail locations following 2024 acquisition by Our Home
- +1 more outcomes
Companies that use Pop Secret
Customer profileNamed customers5 records
Segments1 record
Ideal customer profiles1 record
Pop Secret technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Pop Secret partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Our HomecoreOur Home acquired Pop Secret in 2024 and has expanded the brand's Ready-to-Eat line to approximately 2,300 stores nationwide. Our Home is a better-for-you snack portfolio company that also owns Popchips, Good Health, ParmCrisps, and Sonoma Creamery. The acquisition has enabled significant retail distribution growth.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Pop Secret competitors and assessment
Company assessmentDirect peers
- Jolly Time Pop Corn: Jolly Time is a long-standing family-owned popcorn brand selling microwave, RTE, and unpopped kernels. Direct competitor in the US popcorn category with overlapping retail channels and similar mass-market positioning.
- SkinnyPop: SkinnyPop is a leading ready-to-eat popcorn brand competing in the same RTE category where Pop Secret launched in 2025. Comparable better-for-you positioning, mass retail distribution, and on-the-go snacking occasions.
- Smartfood: Smartfood (owned by Frito-Lay/PepsiCo) is a major branded popcorn competitor in both microwave and RTE formats. Directly competes for shelf space, consumer occasions, and retailer mindshare alongside Pop Secret.
- Conagra Brands (Orville Redenbacher): Conagra Brands owns Orville Redenbacher, the #1 US microwave popcorn brand with $534.3M in sales. Direct head-to-head competitor to Pop Secret in the same product category, channels, and consumer occasions.
- Angie's Boomchickapop: Angie's Boomchickapop is a better-for-you popcorn brand competing across microwave and RTE segments. Highly comparable in target consumer, better-for-you positioning, and flavor innovation strategy to Pop Secret.
- Newman's Own Organics: Newman's Own markets branded popcorn products including microwave and RTE formats. Direct competitor in branded popcorn with comparable premium positioning and natural-foods distribution.
Emerging players
- Popcorners: Popcorners (owned by Amplify Snack Brands / Hershey) is a popcorn-based snack chip brand competing in the better-for-you snacking aisle. Adjacent product format but overlapping consumer occasions and retail placement.
- Quinn Snacks: Quinn Snacks produces better-for-you popcorn and pretzel snacks sold through natural and mainstream channels. Comparable in better-for-you positioning, premium pricing, and clean-label marketing angle.
- Pipcorn: Pipcorn is a premium heirloom popcorn brand selling popped popcorn and kernels through natural and mainstream retail. Comparable better-for-you positioning and overlap with Pop Secret's RTE ambitions.
- Lesser Evil: Lesser Evil is a better-for-you snack brand with a growing popcorn portfolio competing in the same premium/RTE popcorn segment. Comparable on better-for-you positioning and natural foods retail channels.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Pop Secret social profiles
Digital presencePop Secret financial estimates
Financial estimateRevenue estimate
Valuation estimate
Pop Secret leadership team
Management profileNumber of profiles
Pop Secret funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Pop Secret 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 Pop Secret
What does Pop Secret do?
Pop Secret manufactures and sells popcorn snacks for at-home and on-the-go consumption. The portfolio includes traditional microwave popcorn (including butter varieties with the signature 'Butter Meter' packaging) and a Ready-to-Eat (RTE) popcorn line launched in 2025 in three flavors (Movie Theater Butter, Homestyle Sea Salt, Double Cheddar), distributed through major US retailers and direct e-commerce.
Is Pop Secret a public or private company?
Pop Secret is a private company. It is classified as corporate owned and is currently operating.
When was Pop Secret founded?
Pop Secret was founded in -1.
Where is Pop Secret based?
Pop Secret is headquartered in Charlotte, United States, in the North America region.
How does Pop Secret make money?
Two revenue lines are on record. Microwave Popcorn Sales are the primary driver. The others are ready-to-Eat Popcorn Sales.
Who are Pop Secret's main competitors?
Direct peers on record are Jolly Time Pop Corn, SkinnyPop, Smartfood, Conagra Brands (Orville Redenbacher), Angie's Boomchickapop and Newman's Own Organics. Emerging players are Popcorners, Quinn Snacks, Pipcorn and Lesser Evil.
Does Pop Secret have an API?
No public API is recorded for Pop Secret.
What industry is Pop Secret in?
Pop Secret's product category is Snack Food / Popcorn. Its primary akta.pro industry code is CRADABAH, Popcorn & Puffed Snacks, with a secondary code of AFAKAIAC, Popcorn Manufacturing.