Aussie farmers’ unique twist on popular snack makes $5m

A snack company ran by Aussie farmers has raked in a staggering amount in sales after landing a deal with a major supermarket.

A snack company run by Queensland farmers, has raked in a staggering $5 million after landing a major supermarket deal to stock their unique twist on a popular food.

Described as “mess-free microwave popcorn”, Popbox is microwavable popcorn served in a foldable, recyclable box, with a ventilation system.

It has no palm oil or GMOs and is also free of dairy and animal products.

Toowoomba-based business Scarecrow Foods launched the popcorn in 2020 after the organisation came across the product in France.

“As soon as we saw the product, we just knew that it was a great step forward for microwave popcorn,” Scarecrow Foods chief executive officer Mark Adamson told news.com.au.

“We thought it was an easy decision to try to move forward with it.”

Scarecrow Foods chief executive officer Mark Adamson. Picture: Supplied

The innovative product started popping through independent retailers and local distributors seven months before gaining the attention of Woolworths.

Scarecrow Foods signed with the retail giant in June 2023 and Popbox was stocked on the supermarket’s shelf in September that year.

Since hitting Woolworths’ shelves, Popbox has made around $5 million in store sales.

Mr Adamson credits the snack’s success to its unique box packaging.

“The box is a big new innovation,” he said.

“It’s vented which means that when popcorn pops it’s the rapid release of moisture from the kernel and none of that moisture gets trapped inside the box as it cooks.

“Apart from the box’s convenience and the fact that you can eat it straight out of the box, you don’t get any of that residual stickiness on the packaging.

“It’s fresh, incredibly tasty and it’s owned and run by [Australians] it’s almost as Australian as it gets.

Popbox first hit Woolworths’ shelves in September 2023. Picture: Supplied

PopBox is available in six flavours including butter, mega butter, lite butter, sea salt, sweet and salty and caramel crunch.

Mr Adamson said he’d like to see Popbox in five years time as a well-known Australian household brand.

“We certainly like to think it’s a brand readily recognised just for the fact that it’s a really good product,” he said.

“It’s a snack food product that’s better for you tied in that range and it tastes great.

“You’re supporting Australians so we hope that in five years time the brand’s recognisable for the right reasons.”

Originally published as Aussie farmers’ unique twist on popular snack makes $5m