Rebranding will help Golden Popcorn grow export sales

Golden Popcorn, the Northern Irish leader in popcorn for retailers and cinemas has invested in a complete rebranding to expand sales especially outside Northern Ireland.

The corporate and product refresh follows a change of ownership of the business which pioneered commercial popcorn manufacture in Northern Ireland.

Golden Popcorn is now owned by Gerard McAdorey, who is managing director of GM Marketing and Free-ist low sugar/sugar free confectionery in Northern Ireland, and is run by managing director Sean McClinton.

Mr McClinton says: "Golden Popcorn changed hands in late 2014 and since then we've been reviewing operations and shaping a major expansion plan. We decided that a complete revamp of the Golden Popcorn identity was required to assist our business growth plan.

"We've developed a contemporary corporate identity and product packaging as an important stage in our growth strategy focused on expanding sales in our core market - cinemas - and to win more business in retail outlets especially supermarkets in Northern Ireland and the Republic of Ireland.

"We also plan to enter the market in Britain in the near future. GM Marketing has significant business and an established sales and logistics operation there," he adds.

The company already supplies a number of cinemas in the Republic and sees scope for accelerated growth there.

Golden Popcorn, currently based at Newtownabbey in county Antrim, commissioned Belfast design house Part Two to work with management on the brand refresh.

Ian Bennington, managing director of Part Two, says: "The long established design for Golden Popcorn had a strapline saying 'Cinema Popcorn'. This was because they began as suppliers of bulk popcorn to the cinema trade then moved into retail.

"We took the view that if they were going to push the cinema theme, (which of course is very appropriate, given that popcorn is synonymous with movies and consumers like to buy it to watch movies at home) they ought to really create an entire brand proposition around the world of movies.

"Therefore, we developed a visual language and tone of voice which is inspired by the love of movies. All flavours are themed as are all the key messages. The logo with the character on ladder fitting the letters is homage to the iconic scene in Tarantino's movie Inglourious Basterds.

"Harnessing the movies theme gives us endless opportunity for development across social media and advertising etc," adds Mr Bennington.

Golden Popcorn was established in 1996 to supply in bulk cinemas, bowling alleys, fun fairs and ice cream vendors. It subsequently developed retail business, in 2011.

The new management is continuing to produce and market three products - Sweet, Sweet and Salty, and Salted in 95g, 100g and the Sweet popcorn in 120g bags. In addition, a range of savoury popcorn is in the pipeline.