Orville Redenbacher's bag-to-bowl popcorn
Orville Redenbacher’s popcorn from ConAgra Foods, Omaha, Neb., has created the Pop Up Bowl, a bag that turns into a ready-to-serve, free-standing bowl for easier snacking, sharing and clean-up.
“With Pop Up Bowl, families can enjoy the warm, delicious taste of popcorn in a form that makes it easy to share and clean-up,” says Jesse Spungin, the brand’s vice president of marketing. “Research showed that consumers wanted to be able to see their popcorn more easily; Pop Up Bowl’s unique design lets them do that.”
The Pop Up Bowl comprises an inner film layer that forms a bag laminated to two pieces of paper. Film and paper are sealed together on both ends. The bag’s gusseted bottom forms the base of the Bowl after popping. The paper provides the rigidity for the bowl’s film-lined walls. The bowl is 5 inches high, about 11 inches in length and up to 6 inches wide.
Each Pop Up Bowl is film sealed and packed inside a three- or six-count carton supplied by Burd Fletcher. Multilingual instructions, printed in three colors on each bag, directs consumers through the three-step microwave heating process: set the time and place the bag “this side up,” listen to when the popping slows around the 2 to 2 ½ minute mark, and open the bag up. That’s done by holding the bag ends firmly as indicated and grasping a film cover at the top corner. A film portion of the bag is removed and the popcorn is ready to enjoy.
Consumers are cautioned against using the popcorn button found on many microwave ovens.
The Pop Up Bowl retails for $2.99 for a three-pack carton and $4.49 for a six pack. It is rolling out and will be available nationwide by the end of March.