After many trips to the USA bringing back popcorn, Joseph Sopher decided that somebody needed to create a high quality version of the snack in the UK. He sought to develop a strong brand to capture the attention of premium retailers who could sell his gourmet, natural snack to grown-ups. The key was to promote the idea of ‘taste done tastefully’ and there needed to be a strong emphasis on the quality of the natural ingredients. So ‘Joe & Seph’s: Gourmet popcorn chef and connoisseur’ was launched into the market place with outstanding impact. Since launching in 2010 with a design spend of only £15,000, they have sold more than 1.8 million packs of popcorn and by the end of year two the product was stocked in 12 premium retailers including Harrods, Selfridges and Wholefoods. With 750 independent retailers now also stocking the popcorn and the brand being exported to 15 countries, the business has grown faster than anybody imagined.