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Microwave popcorn takes a stand

About a year ago, Solon, OH-based ASAP Food Products introduced what it believes is the first microwave popcorn in a stand-up pouch.

Pw 14398 Asap Food1

The outer pouch delivers stunning graphics while also providing a resealable zipper that allows access to three shaped 3-oz microwave popcorn bags that are also printed. Like the outer pouch, the three inner pouches are also designed with bottom gussets that allow them to stand up, even when a consumer reaches into the bag for a handful of the snacks.

A Super Amazing Popcorn is sold in 15 varieties, according to Jennifer Deutsch, vice president of marketing. Being “the first microwave popcorn in a stand-up pouch was important to us for a multitude of reasons,” she says. “It has greater shelf presence than a traditional box of microwave popcorn. And we learned in consumer testing that they liked the resealable feature. There was also a perceived shelf life advantage with using a zipper. Boxes take up more space, and the visuals we deliver with a pouch are very distinctive.”

In March, Warner Bros. Consumer Products awarded ASAP the licensing rights to use the likenesses of several popular cartoon characters, including Looney Tunes, Scooby-Doo, and the Cartoon Network’s The Powerpuff Girls. Those characters, or soccer balls, basketballs, or pumpkins, are also used as graphics for inner and outer bags. A new bag design is planned to coincide with the November release of Warner Bros. Pictures’ film, “Looney Tunes: Back in Action.”

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