Getting behind key seasonal occasions is one way Butterkist hopes to encourage growth in popcorn sales.
It has launched the limited-edition Grim Green Sweet Popcorn for this year’s festival of fright.
Senior brand manager Anjna Mistry said popcorn is currently worth £100.7m in the UK and that Butterkist had a 42% share of Halloween popcorn sales.
Mistry said: “Recent consumer research suggests that novelty products are key to driving consumer purchase at Halloween.
“It further suggests that spooky coloured classic treats are particularly popular.
“Grim Green Sweet Popcorn range features bright green popcorn.”
