The Kettle Gourmet, one of Singapore’s most popular snack food companies renowned for their exquisite and interesting flavoured popcorn snacks, has joined forces with Illumination to release a range of Minions-themed packaged popcorn snacks just in time for Illumination’s Despicable Me 4, arriving in theatres on July 4, 2024.
Since starting with flavoured popcorn snacks when The Kettle Gourmet launched in 2017, they have recently set up a new office and are expanding operations in KL, securing a factory for production in every country. To date, the company has grown to own 11 snack brands that are exported to eight different countries around the world, including Malaysia, China, South Africa, Indonesia, the Middle East, and Thailand.
With the growth of The Kettle Gourmet in product ownership and international reach, founder and CEO Zac Chua has been on the hunt to look for new ways to inject brand equity. “Our track record with past partnerships has proven that there is a demand and opportunity for international brands and IPs to partner with Singaporean companies to expand their range. These collaborations can result in unique and localised collateral that extends the brand’s presence,” says Zac.
The collaboration with Illumination’s Minions is a strategic move to complement the great-tasting snacks because the Minions’ mischievous and fun-loving personalities resonate with The Kettle Gourmet’s image, in line with the brand’s vibrant and adventurous fun spirit of constant innovation. This collaboration is set to expand Kettle’s Gourmet influence and reinforce its presence in the food industry.
Zac and his team were awarded the Superior Taste Award (3 stars out of 3 stars) by the International Taste Institute. Motivated to continue their R&D efforts for new flavours, they created the new Cheese flavour for the launch of the Minions-themed popcorn. The Cheese flavour was inspired by one of his favourite childhood snacks, Super Rings, and he believes that collaborations between snack companies and iconic characters such as Illumination’s Minions should be explored.
The Minions-themed popcorn series is available in single packs, boxes and gift boxes that are ideal for businesses and B2B gifting this season in Singapore and Malaysia, and on popular ecommerce and food delivery platforms such as Shopee and Lazada.
Images: The Kettle Gourmet
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