A Safer Corn For Popping

According to Media Post’s Marketing Daily, ConAgra—the nation’s largest popcorn maker—will use an integrated campaign to tout the fact that its reformulated Orville Redenbacher and ACT II microwave brands no longer contain added diacetyl, a creamy, buttery flavoring.
Other popcorn makers have already made similar moves, following the discovery in 2002 that diacetyl was making popcorn factory workers ill. ConAgra says it has taken “extensive safety precautions in our microwave popcorn facilities,” including “improved ventilation and some simple steps such as making sure lids are put back on the containers of butter flavoring to help minimize and even eliminate exposure.”

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.