Netflix Expands Beyond Streaming with ‘Now Popping’ Popcorn Line at Walmart

Netflix, renowned for its vast library of films and series, is venturing into the snack industry with the launch of its popcorn line, “Netflix: Now Popping.” Starting June 20th, 2024, this new product will be available in Walmart stores nationwide.

Collaborating with Popcorn Indiana, Netflix introduces two distinctive flavors: “Cult Classic Cheddar Kettle Corn” for cheese lovers and “Swoonworthy Cinnamon Kettle Corn” for those who enjoy a sweet treat. Each 8-ounce bag is priced at $4.49, which is more than half the cost of Netflix’s basic monthly streaming plan in the U.S., set at $6.99 with ads.

This move into the popcorn market is a strategic effort by Netflix to extend its brand influence beyond streaming. This approach is not unprecedented in the entertainment industry. AMC Theatres entered the snack market in 2021 with its line of popcorn, available in microwavable and ready-to-eat forms, which are also sold at Walmart.

The ‘Netflix: Now Popping’ popcorn line is not primarily about generating revenue but about enhancing brand visibility across numerous retail outlets. This strategy mirrors Netflix’s previous successful initiatives to expand its consumer base through innovative collaborations. In 2020, the company partnered with Ben & Jerry’s to create the ‘Netflix & Chill’d’ ice cream flavor, featuring peanut butter ice cream, pretzel swirls, and fudge brownies.

Netflix’s ventures into physical experiences and merchandise have also been noteworthy. In 2021, Netflix launched an online shop featuring products inspired by its popular shows, followed by a pop-up version at The Grove in Los Angeles. The company also opened a pop-up restaurant in Los Angeles, “Netflix Bites,” offering menus curated by chefs from its food shows. Additionally, Netflix has created interactive experiences based on hit series like “Bridgerton” and “Squid Game” in cities such as New York and Los Angeles.

Looking ahead, Netflix plans to open its first two Netflix House locations in Texas and Pennsylvania in 2025. These entertainment, restaurant, and retail complexes will occupy former department store spaces, each covering over 100,000 square feet. These ventures reflect Netflix’s ambition to create a multifaceted brand presence beyond its streaming service.

Popcorn Indiana, Netflix’s partner for the Now Popping line, was originally founded by a group from the Northeast, named after the small town of Popcorn, Indiana. In 2017, Eagle Foods acquired Popcorn Indiana, which now operates from a facility in Waukegan, Illinois.

Netflix’s announcement of the Now Popping line coincides with the promotion of its summer slate of shows, movies, and games, including the final season of “Vikings: Valhalla,” new seasons of “Too Hot to Handle” and “Barbecue Showdown,” and the upcoming film “A Family Affair,” starring Nicole Kidman, Joey King, and Zac Efron.

As Netflix continues diversifying its offerings, it aims to become an integral part of its viewers’ lives, both online and offline, ensuring that movie nights and popcorn remain a perfect pair.