Skinny Pop Packaging Redesign

SkinnyPop just flipped its look, and some fans lost it. The brand dropped its clean, “diet popcorn” vibe for a loud, colorful “snack-time fun” feel. But here’s the thing: they’re not chasing aesthetics, they’re chasing culture.

Marketing analysis

The old packaging screamed restraint: sharp lines, calorie counts, and “Skinny” front and center. The new one feels playful—brighter colors, loose popcorn imagery, and heavy emphasis on “POP.” It shifts the spotlight from what you avoid to what you enjoy.

Why it works

• Keeps messaging in sync with changing health and flavor trends
• Moves from “self-control” to “self-expression”
• Keeps familiarity but updates emotional tone
• Aligns with the rise of functional, fun snacking

Examples

• Coke Zero rebranded to “Zero Sugar” for positivity
• Weight Watchers became “WW” to shed diet baggage
• Dunkin’ dropped “Donuts” to push drinks and lifestyle
• KIND Snacks refreshed visuals to highlight flavor, not calories