PROPER SNACKS

2026 SO FAR💫 It’s been a huge start to the year for Proper Snacks. From driving 38% of all CSN growth, to launching 10 new products, growing our fibre-first platforms and picking up award nominations across the business - it’s already been a huge year. It's great to see all the hard work we’ve put into our innovation, campaigns, our environmental impact, and customer relationships coming together - and delivering some pretty great results.   Here are a few highlights from the year so far👇

The weather is coming in HOT and so are we with our new House Hot Sauce and DASH Water collab in Sainsbury's 🌶️ ☀️ We're serving spicy pleasure, balanced with a cold Dash; the perfect excuse to Practice PROPER Snacking this Bank Holiday. The thinking behind this activation was simple: start with the shopper mission, connect relevant brands, and create incremental value for both the retailer and our brands. We bring the PROPER heat, Dash cool it down, repeat. 

The PROPER Snaxpert meets Sunday Times best selling author Rhiannon Lambert to investigate all things fibre. Head to @proper on IG to watch the full episode 🎬 🍿

Popcorn, crunch corn & lentil chips.  Grains, greens and pulses. All the best things come in threes… right? We’re incredibly excited to share that we’re finalists in not one, not two, but three categories at the Grocer Gold Awards 2026. 🎉 Maybe not quite as iconic as Lady Gaga’s meat dress, but we’re definitely ready for our (more vegan friendly) red-carpet moment. A huge thank you to our whole team, this recognition is a reflection of the creativity and hard work that goes into everything we do.

As our 𝗥𝗲𝘀𝗶𝗱𝗲𝗻𝘁 𝗦𝗻𝗮𝘅𝗽𝗲𝗿𝘁 investigates all things fibre, they sat down with Rhiannon Lambert, registered nutritionist and Sunday Times bestselling author, to unpack how fibre has gone from a “90s afterthought” to one of the biggest trends in wellness. And more importantly - could popcorn be the fibre 𝚜̶𝚞̶𝚙̶𝚙̶𝚕̶𝚎̶𝚖̶𝚎̶𝚗̶𝚝̶ ̶snack we’ve all been overlooking? Spoiler alert: yes. Fibre isn’t just about digestion, it’s a cornerstone of a healthy diet. And getting more of it doesn’t have to mean forcing down bowls of bran. If you want to fibremaxx like a pro, start with the simple stuff. (Or rather… the popped stuff.) Popcorn is one of the easiest (and most enjoyable) ways to top up. 𝗥𝗲𝗮𝗱 𝘁𝗵𝗲 𝗳𝘂𝗹𝗹 𝗶𝗻𝘁𝗲𝗿𝘃𝗶𝗲𝘄 𝗯𝗲𝗹𝗼𝘄 👇  𝗔𝗻𝗱 𝗳𝗼𝗹𝗹𝗼𝘄 @𝗽𝗿𝗼𝗽𝗲𝗿 𝗼𝗻 𝗜𝗚 𝗳𝗼𝗿 𝗺𝗼𝗿𝗲 𝗳𝗿𝗼𝗺 𝗧𝗵𝗲 𝗦𝗻𝗮𝘅𝗽𝗲𝗿𝘁 𝗦𝗲𝗿𝗶𝗲𝘀.

"𝗙𝗶𝗯𝗿𝗲 𝗳𝗼𝗿 𝗦𝗽𝗿𝗶𝗻𝗴? 𝗚𝗿𝗼𝘂𝗻𝗱𝗯𝗿𝗲𝗮𝗸𝗶𝗻𝗴." 20 years on since the first movie, tomorrow marks the launch of 𝗗𝗲𝘃𝗶𝗹 𝗪𝗲𝗮𝗿𝘀 𝗣𝗿𝗮𝗱𝗮 𝟮, one of the biggest movies of the year. Naturally, we thought it was perfect timing for us to celebrate our high fibre collection.  Straight from 𝗧𝗵𝗲 𝗦𝗻𝗮𝗰𝗸 𝗦𝘂𝗽𝗽𝗹𝗲𝗺𝗲𝗻𝘁, our tongue-in-cheek publication bringing a much-needed dose of humour to the fibre conversation, we present: 𝗛𝗼𝘄 𝘁𝗼 𝗦𝘁𝘆𝗹𝗲 𝗬𝗼𝘂𝗿 𝗙𝗶𝗯𝗿𝗲. Get ready to ascend to peak fibre form. Think Kernel Husk Goggles. 18K gold dipped Sweet & Salty earrings. Sensory fibremaxxing bodysuit with built in grazing pouch.  And to complete the look? The detangle gut handbag.  Because closing the fibre gap isn’t a chore. It’s a look and a lifestyle. Naturally high in fibre, wholegrain popcorn and outrageously delish. “𝗧𝗵𝗮𝘁’𝘀 𝗮𝗹𝗹.” 

Yesterday, we took the team down to Old Street to see 𝗬𝗼𝘂𝗿 𝗣𝗥𝗢𝗣𝗘𝗥 𝗙𝗶𝗯𝗿𝗲 𝚂̶𝚞̶𝚙̶𝚙̶𝚕̶𝚎̶𝚖̶𝚎̶𝚗̶𝚝̶ 𝗦𝗻𝗮𝗰𝗸 creative out in the real world.  And safe to say… people had opinions.  “Wait, popcorn has fibre?”  “This is actually genius.”  “I thought I had to eat Bran Flakes for that…”  Overheard. Unprompted.  Fibre might be the internet’s latest obsession, but it’s always been at the heart of our popcorn.  This month, we’re making sure everyone knows that, subverting the world of supplements to reframe popcorn as part of a daily fibre ritual, in a way that feels unexpected and unmistakably PROPER.  𝗥𝗲𝗽𝗲𝗮𝘁 𝗮𝗳𝘁𝗲𝗿 𝘂𝘀: “𝗜 𝗮𝘁𝘁𝗿𝗮𝗰𝘁 𝗹𝗼𝘃𝗶𝗻𝗴, 𝗳𝗶𝗯𝗿𝗲-𝗿𝗶𝗰𝗵 𝗽𝗼𝗽𝗰𝗼𝗿𝗻.”  So go on grab your fibre 𝚂̶𝚞̶𝚙̶𝚙̶𝚕̶𝚎̶𝚖̶𝚎̶𝚗̶𝚝̶ snack, and start Practicing PROPER snacking.  Seen it out there? Send us a pic and we’ll send a stash of snacks to your office.

𝗬𝗼𝘂𝗿 𝗳𝗶𝗯𝗿𝗲 𝚜̶𝚞̶𝚙̶𝚙̶𝚕̶𝚎̶𝚖̶𝚎̶𝚗̶𝚝̶ 𝘀𝗻𝗮𝗰𝗸 𝗵𝗮𝘀 𝗮𝗿𝗿𝗶𝘃𝗲𝗱.  𝗜𝘁’𝘀 𝗽𝗼𝗽𝗰𝗼𝗿𝗻. The wellness industry has officially reached "peak supplement." From powdered bovine collagen for your left elbow to "moon-dusted" capsules that claim to align your chakras by lunchtime, it’s gotten a bit ridiculous, hasn't it? The quest for wellness has become a complicated, expensive, and slightly absurd full-time job. But while we’ve been busy chasing the latest TikTok-trendy extract, one of the greatest "supplements" for your body has been hiding in plain sight all along. It’s whole grain. It’s full of fibre. It’s delicious. It’s popcorn. Despite fibre finally having its moment - thanks to its links to improved gut health, digestion, and long-term energy: 𝗢𝗻𝗹𝘆 𝟰% 𝗼𝗳 𝗨𝗞 𝗮𝗱𝘂𝗹𝘁𝘀 𝗮𝗿𝗲 𝗴𝗲𝘁𝘁𝗶𝗻𝗴 𝗲𝗻𝗼𝘂𝗴𝗵 𝗳𝗶𝗯𝗿𝗲. 93% don’t even know how much they actually need. With our latest campaign, we’re stepping in to close that gap - satirising the over-complicated world of supplements to show that topping up your fibre doesn't need to be a chore (or a pill), it can be enjoying the snack you already love. Fibre deficit Londoners: Swing by Old Street today to pick up your fibre prescription, alongside a copy of The Snack Supplement, our tongue-in-cheek take on all things fibre, produced in partnership with registered nutritionist and Sunday Times bestselling author, Rhiannon Lambert So go on, grab your fibre 𝚜̶𝚞̶𝚙̶𝚙̶𝚕̶𝚎̶𝚖̶𝚎̶𝚗̶𝚝̶ ̶ snack and start Practicing PROPER Snacking.  *Side effects may include smugness and complete gut enlightenment.

𝗕𝗶𝗴 𝗡𝗲𝘄𝘀.  The next big thing in supplements is here.  Find out more tomorrow 👀 

Key takeaway from Expo West 👇 Last month, we headed to Expo West to explore the latest developments in healthy snacking and hear from some of the most exciting innovators in the US. One trend stood out everywhere: Snacking is no longer just about fuel - it’s about how you feel. Think better mood. Sharper focus. Calmer days. Deeper sleep. But guess what… we might already have the perfect snack for that🍿 Research is increasingly linking fibre and polyphenols to mood support, especially through the gut-brain axis. Which means one of the most relevant snacks right now is also one of the simplest - and has been here all along: popcorn. High in fibre and one of the most polyphenol-rich wholegrain snacks out there, it quietly ticks both boxes. Practicing PROPER Snacking ... maybe one of the tastiest ways to boost your mood.