By: Shawn Mars

Popcorn might not sound like the next big thing in food and drink, but look at the numbers and they tell a different story. The U.S. popcorn market was worth over $2.6 billion in 2023, and while Americans consume more than any other country, the majority of it falls into just two camps: sugar-heavy cinema tubs or plain “better-for-you” bags.

The gap between those categories is exactly where Tommy Popcorn, a new gourmet popcorn brand co-founded by two North Londoners and one LA local, is making its move.

Why Popcorn, Why Now?

The rise of craft food and drink has transformed entire categories. 

Coffee went from instant to specialty. Beer went from generic lagers to boutique IPAs. 

Chocolate, cheese, and even kombucha have all had their moment. Yet popcorn, despite being one of the most versatile and affordable snacks, has been left behind.

“Popcorn hasn’t had its craft moment,” says Tom Leigh, co-founder of Tommy Popcorn. “It’s always been either junk food or diet food, nothing in between. We saw a chance to create something that was bold and story-driven.”

The Founders Behind the Brand

Leigh, who grew up in North London, spent his career in branding, data-led marketing, and startup consultancy. His co-founder, Michael Norr, is a teacher from Los Angeles who first launched the idea after noticing how limited U.S. popcorn shelves really were. They were later joined by Jason Martinez Moreno, one of the UK’s top Google advertising experts.

“None of us came from food,” Norr admits. “That turned out to be a strength. We weren’t stuck thinking about recipes; we were thinking about storytelling first.”

Flavours That Disrupt the Category

Tommy Popcorn’s products don’t play it safe. Instead, each flavour is designed almost like a new product launch in its own right.

Their lineup includes:

• Empire State – popcorn that tastes like a New York cheese slice.
• Golden Irish – infused with Irish whiskey for a grown-up twist.
• Mallow Magic – inspired by Lucky Charms marshmallows.
• Sweet Cinnamon – A nostalgic flavour.
• Iconic Caramel – more familiar, like salted caramel popcorn, but with a premium finish.

“Flavour innovation is huge in U.S. snacking,” Moreno explains. “But popcorn was still stuck in the past. We wanted to bring in flavours that get people talking.”

Storytelling as Strategy

Where Tommy Popcorn really stands out is its brand world. At the heart sits Tommy, a fictional Italian-American from 1950s Brooklyn who never appears in person, but whose presence runs through the products, packaging and visual identity.

“It’s like buying into a film rather than just a snack,” Tom says. “Most snack brands lead with product: low calorie, indulgent, high protein. We lead with the story first.”

In a saturated U.S. snack market, where thousands of new products launch every year, this brand-led approach has helped Tommy Popcorn get noticed by some of the biggest names in US food and beverage.

A Star-Studded Suite of Advisors

Backing the founders is an impressive suite of advisors from food, hospitality, fintech, and Fortune 500 boardrooms, hand-selected by co-founder Tom. 

Charlie Guzzetta, the former President of BurgerFi, who helped steer the brand to IPO, brings restaurant and hospitality expertise. Phil De Zutter, a Duke MBA and digital leader for the likes of GM, American Express, and P&G, adds a sharp eye for scaling global operations. 

Speaking about his involvement, Charlie Guzzetta commented, “We instantly saw a lot of value in what the guys at Tommy Popcorn were doing. A lot of business is about being in the right space at the right time, and we think it could be a big winner.”

Serdar Erden, most recently COO of hospitality company DO & CO, offers decades of experience in logistics and private equity. 

UK hospitality veteran Maurice Abboudi, known for being one of the names that supercharged Domino’s Pizza, as well as ventures sold to Uber Eats and Pizza Express, contributes unmatched industry insight. 

Together, they give the brand not just creative flair, but the operational and financial firepower to compete at scale.

A Booming Market With Space for Innovation

The U.S. snacking sector is one of the fastest-growing in food and drink, projected to hit $193 billion by 2030. Much of that growth is being driven by consumers looking for products that are both indulgent and experiential.

That’s why popcorn makes sense. It’s cheap to produce, high-margin and endlessly versatile. Add the right brand and flavours, and it becomes a lifestyle product rather than just a filler food.

“People want snacks with personality,” Michael says. “Popcorn can be playful, premium and theatrical. We’re showing it doesn’t have to sit at the back of the shelf anymore.”

What’s Next for Tommy Popcorn?

The brand is already expanding across the U.S., with partnerships and sales gaining traction. Long-term, the founders are looking at global expansion.

“Honestly, this is just the beginning,” says Tom. “We’ve built Tommy Popcorn like a movie. And right now, we’re only in Act One.”

To shop Tommy Popcorn today, visit https://tommypopcorn.com/