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.”
