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PVR PopMagic microwave popcorn marks its debut on Amazon
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Saturday, 31 July, 2021, 08 : 00 AM [IST]
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Our Bureau, Mumba
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PVR Ltd. the largest and the most premium film exhibition company, forays into e-commerce segment with its F&B offerings making its first product, PVR PopMagic microwave popcorn available on Amazon. With an objective to strengthen its F&B offerings beyond cinemas, PVR will partner with multiple other e-commerce players making them accessible for all patrons from the comfort of their homes. The company has exclusively partnered with Celebrity Chef Sarah Todd to bring to its audience a curated range of microwave popcorn under the theme ‘World of Flavours’. It is now available in value-added packs of 3 at Rs 269 in each of the four flavours.
The product is launched in four popular flavours namely - Cinema Butter, Lightly Salted, Mexican Cheese and Lemon Pepper. With this, PVR introduces its first FMCG product to go out of the cinemas and marks its foray into the e-commerce segment. The value-added packs will be available on the other e-commerce platforms shortly. In line with company’s business objective, it will be expanding its F&B beyond cinemas in the coming months with diverse products suited for Indian audiences like premium gelatos, single serve pour-over roasted coffee and health bars.
The consumer response has been extremely positive and the brand is focussing to innovate and expand its F&B product portfolio to reach consumers beyond its cinemas by making them available on e-commerce platforms. The company also plans to introduce new flavours keeping regional preferences in mind to cater to a wider set of audiences.
Commenting on the occasion, Gautam Dutta, CEO, PVR Ltd, said, “In our F&B space, popcorn is the fastest-selling staple food product, and its demand is maximum. During customer surveys, they expressed their concern to carry their favourite popcorn home as the composition and packaging of the product did not allow the product as a takeaway. During the trial phase of 3 months, we sold more than 3 lakh units of PVR PopMagic from our cinemas and food delivering platforms serving customers in cities where our cinemas were located.”
He added, “Following this overwhelming response, we now want to make our F&B products available to a wider set of audience across the country and take the legacy of the PVR Popcorn ahead. Hence, we have partnered with other e-commerce players to maximise our reach. We are making our debut in the e-commerce space with four flavours of PVR PopMagic curated by the famous celebrity Chef Sarah Todd.”
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