Hershey

FINAL PITCH

Brock Montpetit, Taryn Richard, Maggie Schutt, Nathan Sneller, and Shannon Sullivan
 03 THE RESEARCH

TABLE OF 05 THE IDEA

CONTENTS 06 THE WHY

07 THE HOW

10 SOURCES
THE RESEARCH

THE PRODUCT
Since its start in 2010, SkinnyPop has delivered on its motto
“Snacking Without Compromise,” delivering the best-tasting
popcorn with only three simple ingredients:
Popcorn kernels, sunflower oil and salt
SkinnyPop is the fastest growing ready-to-eat popcorn brand,
doubling in size between 2013 and 2019
SkinnyPop was acquired by the Hershey Company in 2018
SkinnyPop products are a low-carb, gluten-free, and vegan snack
The flavor varieties like white cheddar, kettle corn, and cheddar
jalapeño withhold the health standards of the brand
SkinnyPop products can be found in grocery stores, conventional
wholesale retailers and convenience stores
Prices for SkinnyPop range from $3-$25, depending on the pack
size

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THE RESEARCH

THE AUDIENCE
SkinnyPop’s core target audience is young, active, educated
women.
SkinnyPop consumers love that they can enjoy lots of the
product without feeling the guilt usually associated with salty
snacks
They hold a large margin of the ready-to-eat popcorn industry
due to their guilt-free and convenient snacking options
SkinnyPop provides products that align with multi-person
eating occasions and singular, personal-size snack bags for the
on-the-go consumer.

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THE IDEA

THE PRODUCT EXTENSION

Holiday Pop Party Pack
A twist on the classic Christmas tin variety pack of popcorn
Includes the previous holiday flavors: Gingerbread Cookie,
White Chocolate Peppermint, and Snickerdoodle
Way to introduce a new, fourth flavor: Apple Cinnamon
Popcorn
FEATURING EXCLUSIVE NEW FLAVOR APPLE CINNAMON

Packaging uses family branding techniques by keeping the

logo and font the same as the original packaging so people
who see this popcorn tin will react to this new product in
similar ways to the original popcorn product

5
THE WHY

THE EXPLANATION
Consumers have a nostalgic tie to Christmas popcorn tins
Making a healthier version of the classic popcorn tin pleases
both the consumers’ desire for healthy food options and good
flavor
The scarcity of the product (only being offered around the
holiday season) leads consumers to want to purchase the
product
Combines past holiday flavors that consumers responded well
to and adds a limited-edition flavor only available in the tin
itself

6
THE HOW

THE PROMOTION
Social media Christmas posts announcing
the tin featuring the new flavor
Posts will include well-known holiday
jingles
Christmas poppers filled with SkinnyPop
holiday flavors sent to social media
influencers to promote the product

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 SAMPLE PROMOTION
Mariah Carey - All I Want For Christmas Is You

Coming to grocery stores near you December 5

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THE HOW

THE RETAIL STRATEGY

SkinnyPop can use point-of-purchase stimuli to
attract customers by giving out samples at grocery
stores with holiday-themed displays
Providing samples will boost word-of-mouth
recommendations from satisfied customers
Utilize cross merchandising by placing the
SkinnyPop tin near the Christmas section
(Christmas candy and stocking stuffers) for group-
selling 9
 SOURCES
Skinnypop. Hersheyland. (2023).
https://www.hersheyland.com/skinnypop
SkinnyPop Popcorn. (n.d.). About SkinnyPop
Popcorn. https://www.skinnypop.com/our-
popcorn/#popped.
SkinnyPop Popcorn. (n.d.). Our Popcorn.
https://www.skinnypop.com/our-popcorn/#popped.
SkinnyPop Popcorn. (n.d.). Wix. Retrieved August 30,
2023, https://hschweit.wixsite.com/mysite/skinny-
pop.

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THANK YOU