Proper Snacks

What Proper Snacks does

Proper Snacks is a UK-based, privately held snack food manufacturer operating two consumer brands, PROPER and Eat Real, which merged under the parent company in 2021. Its core technology is snack food manufacturing using pulse, grain, and vegetable bases (lentils, chickpeas, corn, hummus, quinoa, flaxseed) rather than traditional potato bases, executed at a single Nuneaton production facility supported by a London brand and commercial headquarters. The product portfolio spans five PROPER ranges (ready-to-eat popcorn, microwave popcorn including the category-first Pop-Up Box, lentil chips, chickpea chips, crunch corn) and five Eat Real ranges (lentil chips, hummus and quinoa chips, veggie straws, tortilla chips including the new Multiseed line), together delivering more than 12 million bags monthly to over 12 million snackers across Europe.

The business model is consumer packaged goods retail-led, with go-to-market concentrated through UK supermarket chains Tesco, Morrisons, and Asda, complemented by direct-to-consumer e-commerce on proper.co.uk and eatrealsnacks.com. The company self-describes as the UK's fastest-growing major snacks company, reported 12% revenue growth in 2025 and 27% growth in the trailing 12 weeks as of March 2026, and is the largest B Corp-certified snacks manufacturer in the UK, having been the first snacks brand to earn B Corp status in 2018. Revenue mechanics rely on one-time product sales across both brands; pricing is not publicly disclosed and customer concentration is high with three named grocery accounts.

The company is founder-led in heritage, with Cassandra Stavrou (PROPER, 2011) and Dinesh Patel (Eat Real, 1974) as the original founders and Alex Brittain as current CEO. There are no public signals of venture capital, private equity, or corporate ownership; the entity operates with 361 permanent employees across two UK sites and holds Sedex ethical trade and GDPR compliance certifications as baseline supply-chain and data-handling credentials required by major retailers.

Name

Proper Snacks

Legal name

Proper Snacks

Website

https://propersnacks.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

101–250 employees

Short description

Proper Snacks is a UK-based, privately held manufacturer of better-for-you popcorn and pulse-based snacks under two brands, PROPER and Eat Real, selling over 12 million bags per month through Tesco, Morrisons, and Asda and via direct e-commerce to European consumers.

Ownership category

akta.pro rank

Product category

Snack Food Manufacturing

NAICS

Other Snack Food Manufacturing (311919), Snack Food Manufacturing (31191)

SIC

Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Functional Snacks & Bars Manufacturing (High-Protein, High-Fiber, Probiotic Snacks) (AFAKAJAG)

akta.pro secondary industries

Pretzels & Salted Snacks (CRADABAI), Specialty Snack Foods Manufacturing (Ethnic/Regional, Gourmet, Functional) (AFAKAIAO), Crackers, Biscuits & Grain Snacks Manufacturing (savory biscuits, crispbreads) (AFAKABAH)

Keywords

• Snack food manufacturing
• Popcorn products
• Plant-based chips
• Microwave popcorn
• Better-for-you snacks

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Snack Food Sales: Sale of PROPER and Eat Real branded snack products including popcorn, lentil chips, chickpea chips, and crunch corn through retail and direct-to-consumer channels across Europe.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Proper Snacks is a UK-based snack food manufacturer operating two brands, PROPER and Eat Real, producing ready-to-eat popcorn, microwave popcorn, lentil chips, chickpea chips, crunch corn, hummus and quinoa chips, veggie straws, and tortilla chips made from pulses, grains and greens. The company distributes more than 12 million bags per month across Europe through major UK supermarkets (Tesco, Morrisons, Asda) and direct-to-consumer brand websites, and is the largest B Corp-certified snacking manufacturer in the UK.

Product overview

PROPER SNACKS operates as a multi-brand snack food company with two core sub-brands: PROPER and Eat Real. The PROPER brand (founded 2011 by Cassandra Stavrou) offers ready-to-eat popcorn, microwave popcorn (including the innovative Pop-Up Box), lentil chips, chickpea chips, and crunch corn. The Eat Real brand (founded 1974 by Dinesh Patel) provides plant-based snacks including lentil chips, hummus & quinoa chips, veggie straws, and tortilla chips. Together, the company produces over 12 million bags monthly across Europe from its UK factory in Nuneaton, serving as the UK's fastest-growing major snacks company and largest B Corp-certified snacks manufacturer.

Differentiator

Problem solved

Functional benefit

Products and services

• PROPER Popcorn (Ready to Eat) Ready-to-eat popcorn in bold flavors made with real ingredients; flagship product line that established the PROPER brand as the UK's first B Corp snack brand in 2018, targeting health-conscious snackers.
• PROPER Microwave Popcorn

Named customers3 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Three partnerships are on record, tiered supporting, minor and core.

• GlassettesupportingGTM or Marketing Partner · 31 March 2026Lifestyle platform partnership backing Eat Real's Multiseed Tortilla Chips launch campaign, part of the brand's biggest ever marketing campaign.
• Point One InitiativeminorOthers · 18 March 2026PROPER Snacks is part of the Point One initiative launched with 30 companies aiming to raise at least $200 million by 2030 to finance renewable energy projects globally by donating 0.1% of revenues.
• NetflixcoreGTM or Marketing Partner · 14 October 2024Collaborative product launch creating pillow-sized Sweet and Salty Popcorn exclusively at Tesco. The product contains ten servings and emphasises health-conscious features, targeting the trend of home entertainment and convenience. Launch aligns with broader industry strategies linking food, entertainment, and health-oriented products.

Scale indicators5 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• KP Snacks (Intersnack): One of the UK's largest savoury snack manufacturers (McCoy's, Tyrrells prior, Butterkist popcorn). Competes directly for shelf at every major UK supermarket and owns Butterkist, a direct popcorn incumbent, creating clear competitive overlap.
• Walkers (PepsiCo): UK market-leading crisps brand owned by PepsiCo. Dominates the savoury snack aisle at Tesco, Morrisons and Asda and competes head-to-head on shelf space, while increasingly extending into better-for-you formats relevant to Proper's positioning.
• Pringles (Kellanova): Global stacked-crisp and snack brand with strong UK supermarket share. Overlaps with Proper's microwave-popcorn-innovator positioning and competes for the same at-home snacking occasions.

Direct peers

• Pipers Crisps: UK premium crisps brand with strong independent and supermarket presence. Comparable on premium savoury-snack positioning, multiple flavour/SKU strategy, and listings at the same retailers Proper Snacks serves.
• Cofresh Snack Foods: UK-based ethnic and better-for-you snack manufacturer (founded by the same entrepreneur, Dinesh Patel, who founded Eat Real). Direct product overlap on pulse-based Indian/healthy snack formats and shared heritage.
• Tyrrells (Pladis): UK premium hand-cooked crisps brand, now owned by Pladis (Godiva/Yildiz). Competes directly with Proper Snacks in the better-for-you savoury snack aisle at the same major UK grocers, with overlapping better-for-you and indulgence positioning.
• Seabrook Crisps: UK regional crisp manufacturer with nationwide supermarket listings. Comparable product format, distribution channels, and mid-tier premium positioning relative to Proper's lentil and chickpea chip ranges.
• Kettle Foods: UK-based premium kettle-cooked crisps manufacturer with nationwide supermarket distribution. Directly comparable on channel (Tesco/Morrisons/Asda), target consumer (health-aware snackers willing to pay a premium), and product format (bagged savoury snacks).

Emerging players

• Popchips: Better-for-you popped snack brand with direct overlap on alternative-base, lower-fat positioning versus Proper's popcorn and pulse-based range. Similar health-positioning and supermarket GTM, though stronger US-centric brand equity.
• Graze (Unilever): Better-for-you snacking brand with comparable healthier-positioning and snacking-occasion targeting. Direct overlap with Proper's Eat Real brand on plant-based, high-fibre propositions, though Graze skews toward portion-controlled multipack formats.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/propersnacksco
• Instagraminstagram.com/proper

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries2 records

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 Proper Snacks