Quebec-based ready-to-eat popcorn company Imperial Snacking is aiming to increase its footprint in Canada with the introduction of a new French Cancan-branded BBQ flavour.

Imperial launched French Cancan seven years ago in Quebec and since then has been introducing the brand into Costco roadshows and Staples stores across Canada. The BBQ flavour will now be available at Costco stores outside Quebec, where the company’s target audience shops frequently, says Ashley Langevin, marketing manager of Imperial Snacking.

Langevin tells strategy that for the past few years, the company has focused on growing and consolidating the brand in Quebec. According to its data, Imperial Snacking has seen 20% annual growth, with more than eight million bags of popcorn sold per year.

The flavour launch also aligns with the brand’s goal to stand out amid a growing demand for gluten-free and vegan-friendly snacks. According to Langevin, the company is focusing on promoting the snack’s balance between indulgence and healthy, as this is what has helped it stand out from the competition and connect with consumers who are looking for bold flavours without sacrificing their dietary preferences.

“We differentiate ourselves from brands like Boomchickapop through our unique cultural identity, Canadian roots and our commitment to quality. We are certified gluten-free, kosher and whole grain, and we also offer products that are vegan, cholesterol-free, peanut-free, dairy-free and made with non-GMO corn,” she says.

Langevin adds the timing is right for expansion because there is a growing appetite for new flavours and a growing interest in country music and culture, both of which tie in with the snack’s roots. “Canadian consumers are increasingly drawn to snacks with bold, complex flavours that go beyond the norm. Southwest BBQ delivers just that, with a mix of smoky, tangy and spicy notes that make it stand out.”

Imperial has added Southwest BBQ as a permanent offering to its catalogue for the rest of Canada, but Langevin says the company plans to promote the flavour especially during summer months, when country music festivals and outdoor activities are in full swing. Festivals, she notes, will be key to reaching the target audience and positioning the flavour as an option that fits with the relaxed, fun energy of the season.

“We wanted to bring a snack that embodies the warmth and excitement of this trend, offering something that reflects the spirit of country life and the fun-loving side of our brand,” Langevin says.

The promotional strategy for Southwest BBQ includes social media placements, in-store displays and public relations. Imperial is also conducting product tastings at Costco.

The company works with agency Théo in Quebec and MMPR for the rest of Canada.