Creating popcorn with the power to bring people together, Popcorn Shed’s gourmet products, distinctly British charm, and whimsical, innovative flavours make it an emerging force in the global snack market. Laura Jane Jackson, co-Founder and Director, gives us the inside scoop.
GOURMET POPCORN BY THE SHEDLOAD
Whether tucking into a bucket at the cinema, eagerly listening for the iconic popping sounds in the microwave, or grabbing a bag of the beloved cloud-shaped snack off the shelves, the tantalising flavours of popcorn have satisfied cravings for over a century.
Popcorn’s recent rise to the upper echelons of the snacking world has coincided with the growing appetite for premium bites and refreshments, particularly following the COVID-19 pandemic, as consumers are craving indulgence, nostalgia, and joy.
“The snacking sector has become more experimental, with brands blending categories, such as confectionary and snacks, and leaning into bold flavours.
“Popcorn Shed sits at this intersection, offering both indulgent treats and fun formats,” opens Laura Jane Jackson, the premium popcorn company’s co-Founder and Director.
Established in 2016, Popcorn Shed is an award-winning British gourmet popcorn brand that specialises in creating tasty, artisanal popcorn and gifts.
Snack lovers are enticed by the company’s myriad imaginative flavours, ranging from Chocolate Orange and Salted Caramel to Cherry Bakewell, Birthday Cake, and many others.
Popcorn Shed’s signature shed-shaped boxes, meanwhile, have become a hallmark of the brand, making its products quirky, colourful, and perfect for gifting.
The company also offers a wide portfolio of formats to suit every occasion, including premium gift tins, advent calendars, food service packs for hospitality and catering businesses, and even DIY kits for fun at home.
“Our flavours are nostalgic yet novel, whilst our packaging is giftable and playful, a reflection of our brand’s personality and British charm,” Jackson surmises.
“Our flavours are nostalgic yet novel, whilst our packaging is giftable and playful, a reflection of our brand’s personality and British charm”
Laura Jane Jackson, co-Founder and Director, Popcorn Shed
A LEAP OF FAITH
Jackson’s current vocation is a world away from her previous career in digital project management at a Fortune 500 global consultancy firm.
“Whilst I learned a lot, I left unfulfilled. The corporate world often didn’t suit my personality – I didn’t like being told what to do and the culture could be exclusionary and rigid, especially as a woman,” she recalls.
Rather, Jackson’s true passion resides in the joys of food, reflected in her several previous culinary-based side hustles such as starting a pop-up bakery and hosting matchmaking supper clubs.
She soon departed from the corporate world of consulting to co-found Popcorn Shed with her cousin, Sam Feller.
“It was a leap of faith and what I like to call my ‘early life crisis’, which was driven by a desire to build something creative, joyful, and my own,” Jackson reflects.
The company’s name stems from its inception in the family’s garden shed, where both Jackson and Feller experimented endlessly with recipes and flavour combinations, striving to create popcorn that was genuinely gourmet and exciting.
The pair soon realised that texture was equally as important as taste, and from this breakthrough, developed the company’s signature – rich, caramel-based coatings with surprising ingredients.
“We’ve always believed that popcorn can be more than just a movie snack; it can be an experience,” Jackson insights.
“Over the years, we’ve built a loyal team and won several Great Taste awards. What started in a shed is now a global brand!”
WHERE THE MAGIC HAPPENS
Popcorn Shed is proud to offer a vast range of unique and imaginative flavours inspired by classic British desserts and flavour pairings, including Strawberries and Cream, Cherry Bakewell, and Millionaire’s Shortbread.
“We love reimagining familiar flavours in a fun, ‘popcorn-y’ way. Our whimsical shed-shaped packaging complements the sense of discovery and delight,” Jackson expands.
Additionally, the company’s quirky taste profiles are purposefully developed to not only be delicious but also provoke emotion.
Indeed, Popcorn Shed’s secret ingredient for success is Jackson’s belief in the power of food and its ability to unite families and friends.
“I’ve always believed food has a kind of magic to it. It’s a universal language that brings people together at the dinner table, for celebrations, or even over snacks at work. Food is about sharing, connection, and creativity,” she insights.
Jackson further holds the opinion that food is a powerful form of self-expression.
“From the flavours we’re drawn to, to the meals we prepare for others, food tells a story. That’s why we put so much heart into every Popcorn Shed product – it’s a chance to spread joy.”
Being a British artisanal business is additionally central to Popcorn Shed’s ethos and identity as a gourmet brand.
With this in mind, the company places great care and attention into every box, as each recipe is developed in-house with the popcorn handcrafted in small batches using an artisanal cooking process.
This involves slow cooking caramel bases, which then carefully coat each kernel, and using real, high-quality ingredients for flavourings before each batch is thoroughly quality checked and approved.
This method purposefully preserves Popcorn Shed’s distinctive texture, flavour, and freshness, which other mass-produced popcorn companies can’t replicate.
“We’re about quality, creativity, and care. This sets us apart in a crowded snack sector where many brands are industrial and impersonal,” Jackson prides.
“From the flavours we’re drawn to, to the meals we prepare for others, food tells a story. That’s why we put so much heart into every Popcorn Shed product – it’s a chance to spread joy”
Laura Jane Jackson, co-Founder and Director, Popcorn Shed
POPPING WITH POTENTIAL
Popcorn Shed’s delightful products can already be found across the UK in speciality retailers such as Harrods, Selfridges, John Lewis, and Ocado, as well as overseas in more than 25 countries.
However, the company is expanding its horizons internationally whilst also growing its novelty and gifting ranges.
For instance, Popcorn Shed has recently launched its popcorn nuggets – a new snack that blends chocolate and popcorn in nugget-sized indulgences.
The company is additionally working on seasonal innovations and exploring more playful, unexpected flavour combinations.
“Think bold, fun, and utterly giftable,” Jackson surmises.
Popcorn Shed has also recently launched a completely unique dare game, Pop Luck, offering a forward-thinking approach to the snack market.
“Our customers are food lovers that are looking for more than just a snack – they’re seeking a joyful, premium experience that’s playful, shareable, and memorable,” she concludes.
