Friday, September 10, 2004

Whatever happened to Jiffy Pop?

Corporate ownership and a shift in consumer popcorn behavior has made this brilliant self-cooking package-of-fun nothing more than a marginalized curiosity. Its also an incredibly under-leveraged brand.

You can still find Jiffy Pop at most major supermarkets – on some bottom shelf overwhelmed by a seemingly endless variety of microwave popcorns. And, as a brand within a ConAgra portfolio that includes powerhouses like ACT II and Orville Redenbacher’s, Jiffy Pop is probably lucky to get any attention at all.

Pity to see a brand like this just wasting away. Some of Jiffy Pop’s magic is a shared experience which very few products could match. Sounds, smells, that constant shake of the pan over the stove (or the campfire), that mushrooming foil top. Rich and deep multi-sensory associations that other brands can only dream about (if brands could dream). Yet, there it sits as the relic of the snack food aisle.

This is a brand ripe for re-discovery. And if ConAgra wanted to put some muscle behind it, think of the possibilities: Promotional Initiatives – perhaps with a chic appliance brand like Viking; Brand Extensions – into other innovative, self-contained food-making kits; Licensed Merchandise – how much fun would it be to have an exceedingly hip Jiffy Pop cap, T-shirt or gym bag?

But alas, this vibrant brand with all the potential of an unpopped kernel continues to languish in the ConAgra empire.

105 Comments:

Blogger J. Douglas said...

Jiffy Pop is hard to find. My family and I camp a lot and we we're searching high and low for it. Portable microwaves have not really taken off, therefore popcorm on camping trips is pretty much out of the question.

I think this brand can be revivtalized if positioned toward family events, outdoor cookouts, camping, stuff like that.

There is also a nostalgic appeal that could be leveraged to reach baby boomers.

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Anonymous Lyle said...

You can get Jiffy Pop (now owned by ConAgra Foods) online from a number of places. Google it. Amazon.com, etc.

I agree about the potential. It is fun to make! And the fun of having it when you are camping is amazing. People you meet say "Where did you get POPCORN?!?"

(P.S. Delete the spam above...)

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Anonymous Anonymous said...

Hi there! I have an idea to turn Jiffy Pop into art and wonder if the makers of this awesome product (like you say.....they are not being properly promoted) might hire me for some advertisements!

Thanks for the thoughtful post.

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www.violette.ca

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I saw them for a short time $1/pcs. at Target. They did not last long though.

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I have searched all over for Jiffy Pop for our summer camping trips. But alas! No Jiffy Pop is to be found. What is happening? I can't imagine a pack trip without Jiffy Pop.

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Jiffy Pop is a classic you can be proud of! (no match for any microwave-stuff)
Btw does anyone know where I can find a picture of a 24 pack of Jiffy Pop? (yes I know I'm weird I just need a picture)

Mark

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