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SkinnyPop
SkinnyPop
SkinnyPop
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SkinnyPop
Product typePopcorn
OwnerThe Hershey Company
Produced byAmplify Snack Brands
CountryUnited States
Introduced2010; 16 years ago (2010)[1]
Related brandsHershey’s Popped Snack Mix
MarketsUnited States
Previous ownersAmplify Snack Brands
TaglineSimple Tastes Better
Websiteskinnypop.com

SkinnyPop is an American brand of dairy-free popcorn currently owned by Hershey Co. after it acquired its former owner, Amplify Snack Brands Inc. in 2017.[2][3]

History

[edit]
Pack of SkinnyPop popcorn

[4] SkinnyPop was founded in 2010 in Skokie, Illinois by Andy Friedman and Pam Netzky, with investments from Jeffrey and Michael Eiserman.[5][6] Friedman and Netzky had previously founded Wells Street Popcorn in 2007, which sold popcorn in grocery stores and theaters near Chicago. In 2010, Friedman and Netzky founded SkinnyPop Popcorn, which used a different recipe than Wells Street Popcorn.[7][8] Their first pre-popped popcorn was launched in 2010 and was made with sunflower oil and salt. Different flavors were later introduced.[7] The company released a microwave popcorn product in 2017,[9][10] and later began selling popcorn puffs and rice cakes.[11][12]

The first thousand bags of SkinnyPop were hand-produced by the company's founders and sold locally in Chicago stores. In October 2010, SkinnyPop signed with a distributor.[6][7] Due to time constraints from managing two brands, Friedman and Netzky franchised Wells Street Popcorn to Netzky's cousin at the end of 2010.[7]

By 2012, SkinnyPop was being manufactured in Chicago and distributed to 4,500 retail stores.[7] In 2013, SkinnyPop partnered with Jason Cohen and recorded $44 million in sales.[10] By August 2014, SkinnyPop was being sold in 25,000 retail stores internationally. That same year, Friedman and Netzky sold their majority stake in the company to TA Associates for $320 million.[8][5] TA Associates hired Tom Ennis, former president of Oberto Brands, as the company's CEO and reincorporated SkinnyPop as Amplify Snack Brands.[10][5]

Initial public offering and sale to Hershey

[edit]

Amplify Snack Brands went public in 2015 with an initial public offering of $18 per share. That year, the company's sales were $176.9 million. Amplify shares hit a low in January 2016. They recovered later that year, but did not reach the initial IPO. In 2016, sales grew to $326.9 million.[10][9] In December 2017, Hershey Co. purchased Amplify Snack Brands for $1.6 billion at $12 a share.[11]

References

[edit]
[edit]
Revisions and contributorsEdit on WikipediaRead on Wikipedia

SkinnyPop

View on Grokipedia
from Grokipedia
SkinnyPop is an American brand of ready-to-eat snacks, founded in by entrepreneurs Andy Friedman and Pam Netzky as a healthier alternative to traditional options. The brand originated from the founders' earlier venture into through Wells Street shops in , where they experimented with simple, nutritious recipes using instead of butter to create a guilt-free free of preservatives, , , and tree nuts. The original SkinnyPop flavor consists of just three ingredients—, , and salt—delivering a lightly salted, crunchy product that emphasizes clean labeling and minimal processing. Over time, the lineup expanded to include flavored varieties such as Sweet & Salty Kettle, White Cheddar, and Roasted Garlic Butter, along with multipacks for convenience and on-the-go snacking. SkinnyPop experienced rapid growth, doubling in size between 2013 and 2019 to become the fastest-growing ready-to-eat brand in the United States, with its products available in over 100,000 stores nationwide as of 2020. In 2014, the founders sold a majority stake to a , leading to its establishment as the flagship brand of Amplify Snack Brands. The company was acquired by in 2017 for approximately $1.6 billion, integrating SkinnyPop into Hershey's portfolio of snack brands and fueling further expansion through investments in production facilities. As of 2025, SkinnyPop targets health-conscious consumers, particularly young, active women, and maintains high customer loyalty, with about 80% of first-time triers becoming repeat buyers. In 2025, the brand launched a refresh campaign featuring as spokesperson and introduced a cheddar flavor; however, in 2024, it faced a alleging underfilled bags and misleading labeling.

Company Overview

Brand Description

SkinnyPop is a dairy-free, ready-to-eat brand launched in 2010, positioned as a healthier alternative to traditional snacks with just 39 calories per cup in its original variety. The core recipe for the original product consists of three simple ingredients: , sunflower oil, and salt, ensuring a light, crunchy texture without the need for additional processing. Marketed as a "better-for-you" option, SkinnyPop avoids artificial flavors, colors, preservatives, and genetically modified organisms (GMOs), targeting health-conscious consumers seeking convenient, guilt-free snacking. It is also gluten-free and certified non-GMO, broadening its appeal to those with dietary restrictions. The brand offers packaging in single-serve bags for portability and larger family-sized options, emphasizing ease for on-the-go consumption. Currently owned by , SkinnyPop maintains its focus on simple, wholesome ingredients amid broader portfolio expansions.

Ownership and Operations

SkinnyPop Popcorn LLC was originally organized in 2010 as an based in , operating as an independent entity focused on producing and marketing pre-popped snacks. The company remained independent until 2017, when its parent, Amplify Snack Brands, Inc., was acquired by . In December 2017, acquired Amplify Snack Brands for $1.6 billion, including net debt, in a transaction valued at $12 per share through a and subsequent merger. This acquisition integrated SkinnyPop into Hershey's Salty Snacks segment, expanding the company's portfolio in the better-for-you snacking category alongside brands like and Dot's Homestyle Pretzels. To support ongoing expansion, Hershey acquired two manufacturing facilities from Weaver Popcorn Manufacturing in April 2023—one in , and the other in —which previously handled more than half of SkinnyPop's annual production. This move strengthened Hershey's internal control and production capacity specifically for SkinnyPop, enabling sustained growth amid rising demand. As of 2025, SkinnyPop operates as a of Hershey's salty snacks division, which has achieved double-digit growth in recent years, with the brand generating approximately $500 million in annual sales as reported in 2023 and continuing to post positive retail sales increases, such as 6% in the third quarter of 2025. This positions SkinnyPop as a leader in the ready-to-eat subcategory, contributing significantly to Hershey's overall snacking strategy.

History

Founding and Early Development

SkinnyPop was founded by Andy and Pam Netzky, who had previously co-founded Wells Street Popcorn in 2007, a gourmet business specializing in high-calorie flavors like and cheese corn inspired by Chicago's . Seeking to address the demand for a healthier alternative amid rising fitness and wellness trends, and Netzky developed SkinnyPop as a low-calorie, "guilt-free" option using simple, natural ingredients to differentiate it from traditional butter-laden competitors. The brand launched in August 2010 from a small operation in , where Friedman and Netzky began small-batch production of ready-to-eat popcorn popped in and seasoned only with salt. The initial product was the original flavor in 0.65-ounce bags, emphasizing non-GMO ingredients, gluten-free status, and no artificial additives or preservatives to appeal to health-conscious consumers. Priced affordably at $1 per bag, it targeted the growing market for convenient, low-calorie snacks. Early operations were bootstrapped, with Friedman and Netzky personally popping, bagging, and distributing the product while sharing a small office and working nearly around the clock. Initial distribution focused on local Chicago-area stores, starting with placement in Potash Market, and expanded to 85 stores within four months through direct sales efforts. This hands-on approach highlighted the founders' commitment to quality and natural sourcing, setting the stage for SkinnyPop's emergence as a pioneer in the better-for-you popcorn category.

Growth and Initial Public Offering

From its early years, SkinnyPop experienced rapid expansion, driven by the growing demand for better-for-you snacks in the ready-to-eat popcorn category. Between 2012 and 2013, net sales increased from $16.0 million to $55.7 million, reflecting strong consumer interest in its simple, all-natural ingredients amid a broader surge in healthy snack options, where U.S. ready-to-eat popcorn sales grew 60% from 2012 to 2014. Distribution expanded significantly during this period, securing placements in major retailers such as Target and Whole Foods, which helped propel the brand from regional availability to broader national reach. In July 2014, private equity firm TA Associates invested in SkinnyPop Popcorn LLC, forming Amplify Snack Brands, Inc. as the parent company and making SkinnyPop a wholly-owned subsidiary; this transaction valued the company at approximately $320 million and enabled substantial investments in marketing and infrastructure. Under Amplify, the brand underwent rebranding efforts and ramped up advertising, including social media campaigns and in-store sampling, which accelerated nationwide distribution to over 25,000 stores by mid-2014 and initial forays into international markets like Canada. By the end of 2014, SkinnyPop achieved 52% all-commodity volume distribution in the U.S., with pro forma net sales reaching $132.4 million, entirely attributable to the brand at that time. Amplify Snack Brands went public in August 2015, listing on the under the ticker BETR. The involved selling 15 million shares at $18 per share, raising $270 million to support further expansion, including and global distribution; at the time, SkinnyPop accounted for nearly all of Amplify's revenue, exceeding 90% of the company's $183.9 million in net sales for the full year. This capital infusion aligned with the founders' vision of scaling a premium, health-focused . By 2016, Amplify's net sales had climbed to $270.8 million, a 47.2% increase from the prior year, with SkinnyPop contributing approximately $212 million—over 78% of —fueled by expanded retail partnerships with chains like , , and CVS, as well as growing presence. These developments solidified SkinnyPop's position as a leading player in the better-for-you snack segment, with distribution reaching nearly 47,000 locations across the U.S. and .

Acquisition by Hershey and Subsequent Expansions

In December 2017, acquired Amplify Snack Brands, the parent company of SkinnyPop, for approximately $1.6 billion, consisting of $12 per share in cash along with the assumption of debt. This transaction allowed Hershey, traditionally focused on , to diversify into the savory snacks category and strengthen its position in the growing better-for-you snacking segment. Following the acquisition, SkinnyPop was integrated as a key component of Hershey's better-for-you snacking portfolio, emphasizing its simple ingredients and health-oriented appeal. Hershey invested in enhancing production capacity and distribution networks to support the brand's expansion, including the addition of dedicated fulfillment centers for salty snacks. These efforts positioned SkinnyPop alongside other acquired brands like , contributing to Hershey's broader snacking strategy. Post-acquisition, SkinnyPop experienced robust sales growth, rising from approximately $200 million annually at the time of purchase to nearly $550 million in retail sales by 2023, reflecting a of about 16% over the preceding three years. In 2023, Hershey further expanded manufacturing capabilities by acquiring two facilities from Weaver Popcorn Manufacturing in and , which handled over half of SkinnyPop's production and enabled greater control over operations to sustain this momentum. As of 2025, SkinnyPop continues to benefit from synergies within Hershey's snacking portfolio, maintaining its core dairy-free formulation while supporting overall category growth amid evolving consumer preferences for healthier options. The brand's retail sales increased by 4.7% in 2024, driven by distribution gains and innovation in ready-to-eat , with an additional 6% growth reported in the third quarter of 2025.

Products

Core Offerings

SkinnyPop's core offerings center on ready-to-eat bagged , available in single-serve portions of 0.65 oz and 1 oz for convenient on-the-go snacking, as well as family-size bags of 4.4 oz for sharing. These formats feature the brand's signature Original flavor, made with just three ingredients: kernels, , and salt, emphasizing simplicity and minimal processing. In addition to bagged popcorn, SkinnyPop expanded its lineup with microwaveable in 2.8 oz bags, introduced in to offer a fresh-popped option at home. The brand also includes popcorn puffs, lighter puffed corn snacks in 0.5 oz individual bags, launched in 2018 as a variety to complement the traditional popcorn texture. These formats maintain the focus on portable, health-oriented snacking without artificial additives. The nutritional profile of SkinnyPop Original highlights its appeal as a lighter , with a standard serving of 28 g (about 3¾ cups) providing 150 calories, 10 g total fat (including 1 g from ), 0 g sugars, 2 g protein, and 75 mg sodium. It is certified gluten-free, non-GMO, vegan, dairy-free, and contains no preservatives or artificial ingredients, making it suitable for various dietary needs. SkinnyPop popcorn is produced by popping premium kernels in , followed by post-popping seasoning with salt to ensure even distribution without the need for or synthetic additives. This method preserves the natural lightness of the while incorporating heart-healthy oils. Sustainability features include the use of non-GMO corn kernels and recyclable packaging materials, such as metallized bags that can be recycled where facilities accept them, aligning with consumer preferences for eco-conscious products.

Flavors and Variants

SkinnyPop's original lineup consists of three core flavors: Original, lightly seasoned with and made from just , , and salt; Dairy-Free White Cheddar, featuring a powder for a cheesy taste without dairy; and Sweet & Salty Kettle, a variant combining cane sugar sweetness with a touch of salt. The brand has expanded its offerings with additional variants, including , introduced in 2021 as part of the line for a sweet, spiced profile. In 2022, SkinnyPop launched , a spicy option blending real with mild heat, initially available as a limited-time flavor before joining the permanent lineup in 2024. , introduced in late 2024, offers a creamy taste with a zesty lime twist. Seasonal limited editions highlight innovative twists, such as the 2022 holiday variety pack featuring , , and flavors, designed for festive snacking. Other collaborations include the Reese's Popcorn crossover, launched under Hershey ownership, which drizzles popcorn with and creme for a sweet-savory hybrid. Expansions also incorporate Dot's Pretzels flavors in variety packs, such as Original and Honey Mustard pretzels alongside SkinnyPop popcorn and Aged White Cheddar puffs, creating bundled snack options. Core flavors like Original and White Cheddar are widely available in multiple formats, including single-serve bags, multipacks, and party sizes across retailers. Variants and limited editions are primarily offered in single-serve packs, with some exclusives at stores like or Amazon.

Marketing and Reception

Advertising and Branding Strategies

SkinnyPop's early advertising strategies from 2010 to 2014 centered on marketing to foster direct consumer engagement and build among health-conscious audiences. The company employed personal dialogue tactics through platforms, targeting young, active, educated women aged 18-34 to boost awareness and purchase intent. Sampling events at fitness-oriented locations, such as gyms and yoga studios, aligned the brand with wellness lifestyles, emphasizing simple, guilt-free snacking. During the Amplify Snack Brands era from 2014 to 2017, SkinnyPop expanded into national television and digital advertising to reach broader audiences, particularly millennials seeking healthier options. The 2017 "We Do Popcorn. You Do You" campaign featured humorous TV spots and online videos depicting relatable snacking scenarios, such as sneaking popcorn into movie theaters or satisfying cravings on the go, while highlighting the brand's clean ingredients. Partnerships with major retailers supported in-store visibility, complemented by digital efforts that promoted health messaging through fan-inspired content and social integrations. Following Hershey's 2017 acquisition of Amplify Snack Brands, SkinnyPop's branding shifted toward larger-scale media investments and inclusive, fun-oriented promotions to appeal to diverse snackers. Broader TV campaigns, including national broadcasts tested in 2020-2021, emphasized guilt-free indulgence and delivered strong returns on investment. Although no spot aired in 2019, the brand integrated celebrity endorsements, such as in the 2025 "Popular for a Reason" campaign, which focused on playful narratives positioning the as the true star and aired during high-profile events like the Oscars. Co-branded efforts appeared on Hershey's platforms, bundling SkinnyPop with other snacks to enhance . SkinnyPop maintained a robust digital presence, leveraging and for engagement as of 2025. Collaborations with over 30 creators generated diverse showcasing everyday snacking moments, reaching millions through authentic posts. The brand encouraged user challenges and shared celebrity-driven clips, like those from the Aniston campaign, to drive organic interaction and sales via bundled offers on Hershey's site.

Market Impact and Consumer Reception

SkinnyPop has established itself as a leading brand in the ready-to-eat segment, holding approximately 12% of the U.S. popcorn market as of early 2025. This position reflects its role in driving growth within the broader savory snacks category, where it achieved 6% year-to-date retail sales growth in 2025 and contributed to a 14% year-over-year increase in salty snacks retail takeaway during the third quarter. As one of the five fastest-growing brands among the top 20 salty snacks brands, SkinnyPop helped Hershey secure nearly 50 basis points of gain in salty snacks in Q3 2025. Consumer reception for SkinnyPop remains largely positive, with average ratings of 4.0 or higher on major retail platforms such as Walmart (4.0), iHerb (around 4.7), and Hershey's site, where it is frequently praised for balancing satisfying taste with healthier attributes like low calories and simple ingredients. However, some variants draw criticism for elevated sodium content, contributing to mixed feedback in certain reviews averaging around 3.2, alongside occasional complaints about staleness or quality inconsistencies. The brand's emphasis on clean-label products—using minimal, pronounceable ingredients—has pioneered trends in the snack industry, overshadowing competitors like and encouraging a shift toward simpler formulations in ready-to-eat . This approach has bolstered Hershey's diversification beyond into better-for-you snacking, enhancing its multi-category leadership. Hershey experienced disruptions from 2020 to 2022 due to broader industry constraints such as impacts, which affected operations and led to uneven sales across its portfolio; these were addressed through 2023 acquisitions of facilities to expand production capacity for like SkinnyPop.

References

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