Joe & Seph’s

By now you’ll be well aware of the popcorn boom of recent times and will probably have a couple of options on your shelves, but did you know that this boom began with the passion of one man, his wife and children?Adam Sopher, co-founder and director, tells the story worthy of fine food industry legend: “My dad made popcorn for us as kids years ago; he doesn’t really cook, but popcorn was his thing. He tried popcorn in the US years ago and ever since then strove to produce an even better-tasting popcorn than what he could find elsewhere. Over the years he began to make it in a different way to how it’s made in the States, and our unique recipe was born.”

Triumph came early to the brand, as Adam explains. “In 2010 we arrived at a consumer food show with some popcorn and a brand new business, not knowing if it would be a success – so much so that on the way up there we were calling local hospitals and charities asking if they’d like to take it off our hands if it didn’t sell.” These nerves turned out to be unfounded: “We sold out in two days and it was the most amazing time; myself, my mum and dad were working as a team and we couldn’t keep up with demand. We arrived with 100 bags and bulk containers, and it soon got to the stage where my mum was hurriedly packing bags by hand while I was selling at the front of the stand. We launched in Selfridges six months later.”

The name of the company was inspired by the founder’s name, Joseph, because he is the business’s key chef and popcorn creator – “the clue that it’s the same name is that the hats above the two names are the same, just turned upside down!,” Adam explains – and its one aim is to make the world’s best popcorn. “We use big, whole mushroom kernels,” he says, “which gives our popcorn a special quality, we air-pop our popcorn, we don’t use oil, and we use 100% natural ingredients. We also make our popcorn ourselves, unlike a lot of other popcorn brands, who outsource their popcorn to a nondescript factory in the middle of nowhere. We have a team of pastry chefs, headed by my dad, who treat the popcorn like a pastry. This means you’re not going to go into a store and see that there’s an own-brand popcorn exactly the same as ours.”

The brand’s portfolio now boasts an impressive array of 40 flavours, as well as a selection of caramel sauces launched last year. Innovation lies at the heart of this forward-thinking brand: “The first thing we did was create our caramel-based flavours, for example salted caramel and peanut butter, then we created our cheese popcorn. We were passionate about only using real cheese in our recipes, with nothing artificial.” The industry soon came knocking, with Joe & Seph’s unique caramel-based popcorn flavours making waves throughout the UK. “Before long, we had chefs coming to us asking for us to bottle our caramel for them to use in desserts,” says Adam. “It’s an amazingly-textured caramel sauce made with a stunning double cream and flaked sea salt, and works well with pancakes, hot chocolates and all sorts of baking so is remarkably versatile.”

Few could fail to be impressed by the business’s balance of invention and fun, and this unique attitude has led to it working with some of Britain’s best-loved brands. “Inspired by Roald Dahl’s The BFG, we created the world’s first Frobscottle popcorn,” Adam says, “and we’re also proud to lay claim to the world’s first Marmite popcorn; there’ll be a few more ‘world’s first’ products to come later on this year.” Perhaps their most surprising invention to date is alcoholic popcorn, and, according to Adam, “the gin and tonic is a particularly strong seller.” Joe & Seph’s caramel sauce offering is also continually being extended to match the tastes of the food-loving public, with two new flavours coming out in February: Toffee Apple & Cinnamon and Rum & Raisin.

Seasonality is important to the brand: “We’re launching a special edition popcorn for Valentine’s Day in a heart-shaped bag,” Adam says, “and will be bringing out plenty of ideas for Easter, including a chocolate egg which we’ve created alongside Divine. Our independent stockists are always keen on gifting items in particular, so for Christmas we created a giant cracker which looks amazing, as well as a stocking filled with popcorn.”

Individuality is easy with a product range as extensive as Joe & Seph’s: “It’s easy for independents to have a point of difference,” Adam says. “We recommend that they all stock our salted caramel flavour, as this is recognisable to customers so they’ll be more likely to buy it, plus it’s absolutely delicious so they’ll be tempted to come back and try the other flavours in the range.” Attractive packaging also aids sales, with all packaging featuring a clear plastic window “as we’re so proud of what’s inside it.”

It’s important to Joe & Seph’s that the owners and staff of independent stores taste their product in order to pass on their enjoyment to customers. “Our popcorn is at a relatively high price point,” Adam says – “which all makes sense when someone has tried it – so we always send samples for staff and customers to try.” Retail customers are supported on social media, and the brand adds them to its online map so consumers can find their local stockist.

With consumers now being wooed in BrewDog sites as well as on-board British Airways and Virgin Atlantic flights, the sky’s the limit for this engaging, exciting and thoroughly modern brand.