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.

posted by JP @ be @ 10:30 AM 

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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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?!?"

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

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.

Great article! Thanks.

Thanks for interesting article.

Excellent website. Good work. Very useful. I will bookmark!

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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