Pop Secret is a brand of popcorn produced by Diamond Foods.
Contents
About
Pop Secret was previously manufactured by General Mills and then was purchased by the Diamond Foods on September 2008. The brand was first launched in January 1986.
History and Sponsor
Pop Secret formerly sponsored an annual NASCAR race called the "Pop Secret Microwave Popcorn 400" at Rockingham Speedway in North Carolina, as well as the race it was replaced by in 2004, the "Pop Secret 500" at Auto Club Speedway in Fontana, California. Pop Secret created a variety of colored popcorn called Pop Qwiz [sic] in the early-1990s. Colors included yellow, blue, green, and a mystery bag with a surprise color. Pop Secret created the What's Your Pop Secret? Theatre, which showcased and supported independent film makers. Pop Secret continues to support Film Independent (FIND), a non profit organization that helps increase diversity in film making within the industry.
In 2014, Pop Secret introduced a pre-popped popcorn in a bag.
On September 15, 2015, it was announced that Pop Secret would become the official popcorn of the Disneyland Resort and the Walt Disney World Resort, as well as becoming the title sponsor of the nighttime show Fantasmic! at Disney's Hollywood Studios at Walt Disney World.
Pop Secret Mountain
A troupe of independent writers, film makers and animators created Pop Secret Mountain, which is a fan site devoted to the product. The site was panned by the advertising community as being blatantly corporate.
It is a product of Campbell Soup Company's Labels For Education program, replacing General Mills' Box Tops For Education after Diamond Foods bought it. As of 2015 Pop Secret is no longer a participating brand in the Labels For Education program.