New Crunch, Same Spirit

Over the course of their decades-long history, CORN NUTS^® products have always had a paradoxical presence in the consumer snack market. The very trait that draws loyal fans to the brand — that iconic corn-kernel crunch — is the same quality that presents a barrier to others.

Hormel Foods retail executive chef Amy Forbis is admittedly a member of the latter group. Smiling, she confesses, “I’m definitely one of those people.”

She’s not alone. The signature crunch of the CORN NUTS^® brand is undoubtedly its most famous feature, beloved by many, yet research commissioned by the insights team at Hormel Foods uncovered a consumer pain point in need of addressing.

“With this product, people are still getting that authentic CORN NUTS^® product experience. . . you’re getting the satisfying crunch. Now that experience is available to a wider range of consumers.”
Amy Forbis, Hormel Foods Retail Executive Chef

“People love the brand because it’s really crunchy. Likewise, some people avoid the brand because it’s really crunchy,” said Tom Lawrence, insights manager at Hormel Foods. “So the question then becomes, how can we work toward solving that in terms of providing a new texture for people and inviting those new folks in?”

The answer: CORN NUTS^® Partially Popped Flavors — hitting select retail and convenience store shelves this summer — a new twist designed to welcome crunch-sensitive snackers while giving longtime fans another bold, satisfying way to enjoy the brand they love.

“With this product, people are still getting that authentic CORN NUTS^® product experience,” Forbis said. “You’re getting those bold and trendy flavors, you’re getting all that corn, you’re getting the satisfying crunch. Now that experience is available to a wider range of consumers.”

Commitment to Flavor

The product team saw this as an opportunity, not a contradiction — a chance to evolve the brand while staying true to its roots. By listening closely to both loyal fans and hesitant newcomers, they uncovered a path forward that could satisfy both.

The concept they landed on is a relatively familiar one. Partially Popped pieces emulate half-popped puffs of popcorn, delivering a crispy crunch that is both airy and light but still full of flavor. “This product is introducing new consumers to the CORN NUTS^® brand,” Lawrence said. “It’s a lot like popcorn, and people love popcorn.”

“This product is introducing new consumers to the CORN NUTS^® brand. It’s a lot like popcorn, and people love popcorn.”
Tom Lawrence, Insights Manager at Hormel Foods

People also love enticing new flavors, and Hormel Foods innovators have been on a hot streak with the CORN NUTS^® brand since acquiring it in 2021. They kicked things off with a run of four all-new flavors over a 13-month span. To date, six new flavors in all; three full-time portfolio additions, and four limited-edition, summertime offerings.

So, when the CORN NUTS^® brand team approached the Partially Popped project, the need for continued flavor excellence was clear. In the end, they chose Movie Theater Butter, White Cheddar and Kickin’ Cheddar, each chosen to balance broad appeal with the brand’s bold identity.

The selection process was data-driven, as is always the case with Hormel Foods. “We looked at syndicated flavor research — what’s trending for salty snacks and just savory flavors in general,” Lawrence said. “We created a list and did a straightforward flavor sort with consumers, asking which flavors they’d pick for a popcorn-like snack.”

“Any time a convenience-store customer approaches us with an idea, we’re always excited to listen,”
Tom Lawrence, Insights Manager at Hormel Foods

The results highlighted cheese as a top performer, a consistent favorite in American snack preferences. Kickin’ Cheddar particularly nods to a younger generation in search of bold flavors. Kickin’ Cheddar was also in part inspired by a key customer request. “Any time a convenience-store customer approaches us with an idea, we’re always excited to listen,” Lawrence said.

Consumer First

To stay on the cutting edge of customer demand, Hormel Foods continues to put consumer insights at the forefront of its innovation strategy.

With CORN NUTS^® Partially Popped products, for example, follow-up research will be conducted to gather direct feedback from people, asking questions about flavor, asking questions about texture and the crispy crunch. “We want to know how people feel about it,” Lawrence said. “We need to be hearing from consumers directly so we can more efficiently deliver for them.”

“Consumers will continue to shape the future direction of the CORN NUTS^® brand, and that’s how we want it to be.”
Tim Bortner, Brand Manager at Hormel Foods

Leveraging insights like these is standard practice at Hormel Foods, and the successful reimagination of the CORN NUTS^® portfolio has been a prime example of how insightful exploration can lead to new products that resonate. Partially Popped is just the latest example of that strategy in action, this time in uncharted ways as the brand ventures beyond the traditional corn kernel for the very first time.

“Consumers will continue to shape the future direction of the CORN NUTS^® brand, and that’s how we want it to be,” said Tim Bortner, brand manager at Hormel Foods. “By offering a new form, it allows us to open up to this new consumer base, who now have more access to the brand with a crispier option. I’ve seen a lot of people who can’t handle the corn-kernel crunch who have sampled Partially Popped and then said, “Oh I would totally eat these.”

New Crunch, Same Spirit

Commitment to Flavor

Consumer First

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