Hershey Announces New SkinnyPop Flavor

The brand added "cheddar jalapeño" to its permanent lineup.

Skinny Pop Cheddar Jalapeno
The Hershey Co.

HERSHEY, Pa. – The Hershey Company has announced that SkinnyPop popcorn, a leading ready-to-eat popcorn brand, added a new flavor to its permanent lineup: cheddar jalapeño.

SkinnyPop Cheddar Jalapeño popcorn is set to spice up snack time for consumers nationwide, delivering crunchy, cheesy satisfaction with a kick of jalapeño heat. Made with the same high-quality ingredients from SkinnyPop popcorn, the new flavor delivers the bold, spicy flavor consumers have been seeking.

“As consumers are continuing to seek better-for-you snack options with exciting flavors, our team has crafted a flavor that not only delivers on great taste but also aligns with our dedication to offering health-conscious snack choices,” said Zhenya Karelina, manager, popcorn innovation at The Hershey Company. “We’re thrilled that this spicy new flavor is joining the SkinnyPop brand lineup.”

Snack aisle purchases are up 6.2% versus a year ago, with ready-to-eat popcorn remaining the number one snacking option in the better-for-you category. While SkinnyPop popcorn’s brand equity continues to resonate with ready-to-eat (RTE) consumers, research has shown that spicy, bold flavors are undeveloped in the RTE category compared to total salty snacks but are leading the growth.

Research shows that while cheese, regular/salty and butter make up the majority of the RTE popcorn category, only 1% falls into the spicy flavor camp. SkinnyPop Cheddar Jalapeño popcorn was created to satisfy this consumer need and capitalize on the category opportunity. The cheddar jalapeño flavor has the creaminess of cheddar that consumers enjoy, coupled with a satisfying jalapeño kick.

Consumer surveys and in-market testing showed that SkinnyPop Cheddar Jalapeño popcorn tested high in attracting new buyers – a 68% purchase intent from non-RTE consumers. The research also showed that shoppers had a high repeat rate of purchase, with 1 in 5 shoppers purchasing the product at least twice during a 13-week test launch.

“Hershey is dedicated to supporting this innovation as part of its journey to become a snacking powerhouse,” said Karelina. “The in-market performance of this product underscores its high potential. As a category leader with strong BFY brand equity, the SkinnyPop brand is uniquely positioned to drive category incrementality through flavorful innovations like Cheddar Jalapeño.”

SkinnyPop Cheddar Jalapeño popcorn is made with simple, wholesome ingredients and contains no artificial flavors, colors, or preservatives. It’s also gluten-free, peanut-free, and tree-nut-free, making it an ideal snack choice for those with dietary restrictions or preferences. It is available in the following sizes – 1oz, 4.4oz, 6.7oz – and the subsequent case packs: Peg – 1 oz. (12ct), Pouch – 4.4oz (12ct), Pouch – 4.4oz (6ct, 12ct), and Pouch – 6.7oz (6ct). The product is available now at retailers nationwide.

The SkinnyPop brand’s diverse lineup of delicious flavors also includes Original, White Cheddar and Sweet & Salty Kettle.

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