Diamond Foods' Pop Secret is Now Disney's Official Popcorn

No movie is fun without popcorn, and talking about it, what can be better than Diamond Foods, Inc.'s DMND Pop Secret brand?

This premium popcorn brand will now be the official popcorn sold at Disneyland Resort in California and Walt Disney World Resort in Florida, per the latest agreement between Diamond Foods and The Walt Disney Company DIS. The deal suggests that the Disney will supply fresh Pop Secret popcorn throughout the two resorts in popcorn carts.  

Further, Pop Secret will be the title sponsor of Disney's night-time show, Fantastic!, which is screened at Walt Disney World Resort's Hollywood Studios. Also, Diamond Foods will spice up movie nights held at various Disney resort hotels with its Pop Secret brand as the sponsor.

Apart from this, Diamond Foods intends to attract more consumers by promoting its products on Disney's channels, including ABC Family and the Disney Channel. As part of its agreement with Disney, Pop Secret aims to gain popularity through retail promotions, digital media and on-pack sweepstakes.

Diamond Foods has been focused on capturing market share through expansion of the existing product lines and introduction of new products in the U.S. In this regard, the company acquired 51% stake in Yellow Chips, a manufacturer of first-rate vegetable and organic potato chips that is expected to enhance its position in the growing vegetable chips category in Europe and the U.K.

Further, the company stresses on branding, and its strategy includes a marketing program designed to build consumer awareness and earn their loyalty through targeted TV advertising, unique packaging and in-store merchandising. We believe that this partnership with Disney will complement Diamond Foods' aforementioned strategies.

Also, the deal is a deemed fit for Disney as it will enhance its deep-rooted connections with movies, by adding fresh Pop Secret to its offering.

Zacks Rank

Diamond Foods currently carries a Zacks Rank #3 (Hold). Better-ranked stocks in the same industry include Cal-Maine Foods, Inc. CALM, with a Zacks Rank #1 (Strong Buy) and Campbell Soup Company CPB, with a Zacks Rank #2 (Buy).

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