Some brands don’t just grow, they explode. Proper Snacks (yep, the legends behind Propercorn and ProperChips) is one of them. What started as a wild idea in Cassandra Stavrou’s kitchen has turned into one of the UK’s biggest better-for-you snack brands, stocked in Tesco and beyond. If you’re a challenger brand looking to scale, this is a story you need to hear.
A Popcorn Obsession That Paid Off
Back in 2011, Cassandra was grinding away at a London ad agency but had a gut feeling she was meant for something bigger. Inspired by her late father, who used to make homemade popcorn, she decided to take a punt on making a snack that was healthier, tastier, and more exciting than anything else on the market. With just a cement mixer, a ton of grit, and some mad flavour ideas, Propercorn was born.
From Underdog to Supermarket Mainstay
Selling healthy popcorn might not sound groundbreaking now, but back then? It was a tough sell. Big snack brands dominated the shelves, and people weren’t exactly crying out for gourmet popcorn. But Cassandra didn’t just build a snack, she built a brand. The bright, playful packaging popped (pun intended), and the focus on natural ingredients won over health-conscious snackers.
It wasn’t long before Tesco, Sainsbury’s, and other major retailers came knocking.
Then, in 2016, things got serious. A cool £7 million investment from JamJar (the guys who built Innocent Drinks) and Piper meant Proper Snacks could really hit the accelerator. They expanded their range, grew their team, and started making some serious noise in the better-for-you snack world.
Levelling Up: Enter ProperChips
Once PROPERCORN had cemented itself as a household name, Proper Snacks didn’t just sit back and chill. They did what all great brands do, they innovated. In came PROPERCHIPS, a range of lentil-based crisps that gave mainstream brands a run for their money.
This wasn’t just about adding another product to their lineup. It was a power move. It proved that Proper Snacks wasn’t a one-hit wonder, it was a force to be reckoned with in the healthier snacking space.
What Growing Brands Can Learn from Proper Snacks
So, what’s the secret sauce? How did Proper Snacks go from a kitchen experiment to a £100M+ business with products flying off shelves in over 20 countries?
Here’s what every indie food brand should take away from their journey:
Your story matters.
Cassandra didn’t just sell popcorn, she sold a mission. A brand with heart wins every time.
Own your niche.
Proper Snacks didn’t try to be everything to everyone. They found a gap in the market and owned it.
Packaging is your billboard.
If you want people to stop and grab your product, it needs to stand out. Proper Snacks nailed this from day one.
Keep innovating.
If they’d just stuck to popcorn, they wouldn’t be the powerhouse they are today. Growth comes from staying ahead of trends and taking risks.
So, What’s Your Proper Moment?
If you’re a challenger brand with big dreams, let Proper Snacks be your proof that it can be done. But getting your brand to the big leagues isn’t just about having a great product, it’s about how you show up, how you tell your story, and how you package it (literally).
That’s where we come in. At Print Source, we help food brands like yours level up with packaging that turns heads and wins shelf space. Whether you’re launching your first product or ready to scale, we’re here to make sure your brand looks as good as it tastes.
