Jake Harper
Angie's Boom Chicka Pop is a brand of kettle corn produced for Angie's Artisan Treats, Minnesota. The popcorn company was founded by Angie and Dan Bastian of North Mankato, Minnesota, who started by selling their product at festivals, outdoor markets, and amateur baseball games. Boom Chicka Pop entered the market in 2002, when it was originally distributed outside the Metrodome during Minnesota Vikings home games. The company grew quickly from 2007 to 2010, despite the recession, and in 2017, it was acquired by ConAgra Brands for $250 million.
| Characteristics | Values |
|---|---|
| Company Founders | Angie and Dan Bastian |
| Company Name | Angie's BOOMCHICKAPOP |
| Company Location | Mankato, Minnesota |
| Company Product | Kettle corn |
| Initial Investment | $8,000 |
| First Sale | 2002 |
| First Major Client | Trader Joe's |
| Year Acquired | 2017 |
| Acquired By | Conagra Brands |
| Sale Price | $250 million |
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What You'll Learn
Boom Chick a Pop's beginnings at local games and festivals
Boom Chick a Pop, now known as Angie's Boom ChickaPop, had humble beginnings as a local games and festival snack. The popcorn company was founded by Angie and Dan Bastian, a couple from North Mankato, Minnesota, who were looking to save up for their children's college fund.
In 2001, the Bastians invested in an $8,000 kit to make kettle corn, which included a tent, a table, and a large kettle for popping corn over an open propane flame. They perfected their recipe outdoors in the cold Minnesota weather and began selling their popcorn at festivals, outdoor markets, and amateur baseball games. From September to December, they could be found popping kettle corn at games every Sunday, even enduring blizzards to get their product out there.
A turning point came when they offered free popcorn to the Minnesota Vikings players outside their training camp. This led to a sponsorship deal that allowed them to sell popcorn on game days and a broader market for the brand. They also became the official popcorn of the Minnesota Vikings, distributing their product outside the Metrodome during home games from 2002 onwards.
In 2004, the company began forming relationships with retail stores, and in 2007, they secured a significant order from Trader Joe's, marking a pivotal moment in their growth. Despite the challenges of the Great Recession, Boom Chick a Pop continued to expand from 2007 to 2010. In 2010, the company rebranded from Auntie's Kettle Core to Boom Chick a Pop to expand its product offerings beyond sweet and salty flavors.
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The company's first big order from Trader Joe's
The company Angie's BOOMCHICKAPOP was founded by Angie and Dan Bastian, a couple from North Mankato, Minnesota, who were looking to save up for their children's college fund. They started by selling popcorn at festivals, baseball games, and other sporting events, enduring harsh Minnesota winters and even blizzards to sell their product.
A turning point came when they offered free popcorn to the Minnesota Vikings during their training camp, which led to a sponsorship deal that gave them the rights to sell popcorn on game days. This also opened up relationships with several retail stores in 2004, marking the company's entry into the broader market.
The company's first big order came from Trader Joe's, a popular grocery chain. To fulfil this large order, Angie and Dan took out a line of credit of $100,000, which they were able to repay within 45 days due to Trader Joe's quick payment. This significant step forward gave Angie and Dan the confidence that their business was finally taking off, and they continued to grow their company from 2007 to 2010, despite the challenging economic climate of the Great Recession.
The success of the Trader Joe's order was an "aha moment" for Angie, as it validated their product and business model. It also provided the necessary financial boost to continue expanding and improving their business, ultimately leading to further success and growth for Angie's BOOMCHICKAPOP. The company was eventually acquired by ConAgra Brands in 2017 for $250 million, showcasing the remarkable journey and success of this small-town popcorn company.
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Boom Chick a Pop's acquisition by TPG Growth
Angie's BOOMCHICKAPOP is a popcorn company founded by Angie and Dan Bastian. The company originated from the Bastians' hobby of popping kettle corn outdoors in the freezing Minnesota weather and selling their product at festivals, outdoor markets and amateur baseball games. In 2004, they began selling popcorn at the Minnesota Vikings' training camp, which led to a sponsorship deal that allowed them to sell popcorn on game days. The same year, they began forming relationships with several retail stores, which opened up new opportunities for the company. In 2007, the company won an account to supply private-label popcorn to the Trader Joe's chain, marking a significant turning point for the business. Despite facing challenges during the Great Recession, Angie's BOOMCHICKAPOP experienced rapid growth from 2007 to 2010.
In 2014, private equity firm TPG Growth bought a majority stake in BOOMCHICKAPOP. TPG Growth is the middle market and growth equity investment platform of TPG, a global alternative asset firm with over $73 billion in assets under management. TPG Growth's deep sector knowledge, operational resources, and global experience were expected to drive value creation and help BOOMCHICKAPOP reach its full potential.
Under TPG Growth's ownership, Angie's BOOMCHICKAPOP continued to expand its presence in the market. The brand featured over a dozen varieties of ready-to-eat popcorn and was available in natural food, grocery, club, drug, and mass retail outlets nationwide. The product had a strong presence in several countries, including Canada, South Korea, Peru, the Caribbean, and Mexico.
In 2017, TPG Growth sold Angie's Artisan Treats, the maker of Angie's BOOMCHICKAPOP, to Conagra Brands for $250 million. Conagra Brands, the owner of popular popcorn brand Orville Redenbacher's, saw the acquisition as an important step in modernizing its portfolio and accelerating growth. The deal was completed in 2018, marking a significant milestone in the journey of Angie's BOOMCHICKAPOP.
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ConAgra Brands buys the business for $250 million
In 2017, ConAgra Brands, one of North America's leading branded food companies, acquired Angie's Artisan Treats, LLC, the maker of Angie's BOOMCHICKAPOP ready-to-eat popcorn, for $250 million. Headquartered in Chicago, ConAgra combines a rich heritage of making great food with a sharpened focus on innovation. The company's portfolio is always evolving to satisfy people's changing food preferences.
ConAgra's iconic brands, such as Marie Callender's, Reddi-wip, Hunt's, Healthy Choice, Slim Jim, and Orville Redenbacher's, as well as emerging brands, including Alexia, Blake's, Frontera, and Duke's, offer choices for every occasion. The acquisition of Angie's BOOMCHICKAPOP was a strategic move by ConAgra to expand its snack offerings and tap into the growing trend of healthier foods.
Angie's BOOMCHICKAPOP was founded by husband and wife entrepreneurs, Dan and Angie Bastian, in 2001. The couple started by selling kettle corn at festivals, outdoor markets, and amateur baseball games. A turning point came when they offered free popcorn to the Minnesota Vikings during their training camp, leading to a sponsorship deal and relationships with retail stores. The brand quickly grew from 2007 to 2010, despite the recession, and by 2014, private equity firm TPG Growth bought a majority stake in BOOMCHICKAPOP.
The acquisition by ConAgra Brands marked a significant milestone in the journey of Angie's BOOMCHICKAPOP, and the Bastians expressed pride in the growth of their business. The $250 million deal showcased the success of the snack brand and its resonance with consumers, contributing to ConAgra's position as one of the faster-growing snacking companies in America.
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The challenges of marketing and branding
Angie's Boom Chick-a-Pop, now known as Angie's BOOMCHICKAPOP, was created by Angie and Dan Bastian in 2001. The couple started by selling kettle corn outdoors in Minnesota at festivals, markets, and baseball games. They soon expanded to selling outside the Minnesota Vikings' training camp and during home games, which was a turning point for their business. This led to a sponsorship deal to sell popcorn on game days and relationships with retail stores in 2004. From 2007 to 2010, the company grew despite the recession, and in 2014, private equity firm TPG Growth bought a majority stake in BOOMCHICKAPOP. Finally, in 2017, food titan ConAgra Brands bought the business for $250 million.
Marketing and branding played a crucial role in the success of Boom Chick-a-Pop. One of the early challenges the founders faced was a lack of understanding of sales, marketing, retailing, and branding. However, they overcame this through perseverance and a willingness to learn. For example, they initially marketed their product by popping kettle corn at games and events, which helped them gain exposure and get noticed.
Another challenge was standing out in a competitive market. To address this, Angie and Dan focused on creating a unique and craveable product with bold flavors and whole-grain goodness. They also positioned their popcorn as a healthy, all-natural snack that would appeal to fellow parents. This differentiation was crucial in gaining traction and building a loyal customer base.
Building relationships was also a key aspect of their marketing strategy. By delivering free popcorn to the Minnesota Vikings players and cultivating relationships with retail stores, they were able to secure sponsorship deals and expand their distribution channels. This face-to-face marketing helped them build personal connections and create a community around their brand.
Additionally, timing and adaptability were important factors in their success. Angie and Dan took out a loan and a line of credit before the Great Recession, which allowed them to secure a significant order from Trader Joe's. This deal was a pivotal moment for the company, as it gave them the momentum and financial stability to weather the recession and continue growing.
In conclusion, the challenges of marketing and branding for Boom Chick-a-Pop were addressed through a combination of creativity, perseverance, relationship-building, and strategic decision-making. By focusing on product differentiation, unique marketing strategies, and adapting to market demands, Angie and Dan were able to build a successful and beloved snack food brand.
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Frequently asked questions
Angie's Boom Chick a Pop first entered the market in 2002, when Angie and her husband, Dan, started selling their kettle corn outside the Metrodome during Minnesota Vikings home games.
After initially selling their popcorn at festivals, outdoor markets, and amateur baseball games, Boom Chick a Pop secured a spot at the Vikings training camp and a sponsorship deal that allowed them to sell popcorn on game days. They also developed relationships with several retail stores in 2004. In 2007, they won a large account with Trader Joe's, which helped them grow quickly despite the recession.
Boom Chick a Pop was acquired by food titan ConAgra Brands in 2017 for $250 million.
