updated 10/15/2010 3:15:42 AM ET 2010-10-15T07:15:42

  • Two new television commercials in Pop Secret's Kernels campaign to air
  • Pop Secret records highest share since Diamond Foods' acquisition

SAN FRANCISCO, Oct. 14, 2010 (GLOBE NEWSWIRE) -- Diamond Foods, Inc. (Nasdaq:DMND), announced today that it will be airing two new television commercials commencing on October 18, the latest in its acclaimed Kernels campaign for the Pop Secret premium popcorn brand. The two new commercials, which are based on the movie When Harry Met Sally, continue the campaign featuring animated Pop Secret® kernel characters who are passionate movie lovers actively watching popular scenes from classic movies. The newest television spots in the campaign will join four other commercials based on the classic movies The Dark Knight and Caddyshack. The commercials will air over 500 times across ESPN, USA, FX, TBS, TNT and Lifetime networks. In addition, Pop Secret will have integrated movie sponsorships on FX, TNT and Lifetime during this period.

The animated kernels campaign first began airing in December of last year and has contributed to the growth of the brand. In the past eight months, Pop Secret has outgrown the category, sometimes by as much as 17 percentage points, and this category leading performance has continued. Pop Secret achieved strong dollar growth and share results in U.S. Food stores in the period ended October 2nd.

  • In the 4-week period, Pop Secret grew 14.6% while the microwave popcorn category declined -5.0%, leading Pop Secret to a share gain of 520 basis points and record market share of 29.5%
  • In the 12-week period, Pop Secret grew 3.2 % while the category declined -6.7%, leading Pop Secret to a share gain of 260 basis points and market share of 26.9%.

Pop Secret has five of the top six selling items in the microwave popcorn category in the 12-week period, reflecting the strength of the product line.

"Pop Secret continues to be the perfect complement to the in-home movie experience," said Andy Allcock, Pop Secret Director of Marketing. "We are seeing great results on the brand and are excited about our future plans to further this success."

Diamond's other snack food brands, Emerald® and Kettle Brand®, also have outpaced category growth. Emerald grew 21% compared to 4.4% for the snack nut category in U.S. food stores in the 12-week period ending October 2nd. Kettle Brand grew 10% compared to 3.5% for the potato chip category in the 12-week period.

"We are pleased with the results of the investment in our brands," said Andrew Burke, Executive Vice President and Chief Marketing Officer for Diamond Foods. "We maintain a relentless focus on providing high quality products for our consumers who are looking for great tasting, better for you snack options. We will continue to invest in our products to highlight our value proposition to consumers."  

About Diamond

Diamond Foods  is a high-growth innovative packaged food company focused on building, acquiring and energizing brands including Kettle® Chips, Emerald ® snack nuts, Pop Secret ® popcorn, and Diamond of California ® culinary and snack nuts. The Company's products are distributed in a wide range of stores where snacks and culinary nuts are sold.

Corporate Web Site: www.diamondfoods.com

Consumer Web Sites:  www.kettlebrand.com , www.kettlefoods.co.uk , www.emeraldnuts.com , www.popsecret.com , and  www.diamondnuts.com

The Diamond Foods, Inc. logo is available at http://www.globenewswire.com/newsroom/prs/?pkgid=6112

Note regarding forward-looking statements: This release contains forward-looking statements as defined by the Private Securities Litigation Reform Act of 1995. Forward-looking statements necessarily depend on assumptions may be incorrect and are subject to risks and uncertainties. Actual results could differ materially from projections made in this release. Some factors that could cause actual results to differ from our expectations include risks loss of key customers and an increase in competition. A more extensive list of factors that could materially affect our results can be found in Diamond's periodic filings with the Securities and Exchange Commission. They are available publicly and on request from Diamond's Investor Relations Department.

© Copyright 2012, GlobeNewswire, Inc. All Rights Reserved

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