---
title: Pop Popcorn Launch Strategy
type: article
created: '2026-03-18'
updated: '2026-03-18'
source_docs:
- raw/2026-03-18-weekly-call-inventory-performance-marketing-130927254.md
tags:
- pop-popcorn
- fba
- fulfillment
- inventory
- ecommerce
- doodle-farms
- launch-strategy
layer: 2
client_source: null
industry_context: null
transferable: true
---

# Pop Popcorn Launch Strategy

## Overview

Pop Popcorn is a new popped popcorn product being launched under the Doodle Farms umbrella, produced by TS Foods. The launch strategy was defined during the [[raw/2026-03-18-weekly-call-inventory-performance-marketing-130927254|2026-03-18 Weekly Call]] and covers bag ordering, production run sizing, shelf life considerations, and a split fulfillment approach for Amazon vs. website orders.

The product enters a competitive category (alongside brands like Skinny Pop, Boom Chicka Pop, and Garrett's), and the team's expectation is modest initial traction — potentially 1,000–5,000 units in the first month — scaling over 3–6 months.

---

## Bag Order

- **Minimum order quantity:** 25,000 bags
- **Decision:** Order the minimum to start; do not over-commit before demand is established
- **Owner:** Karly to inform Lucy to place the order

---

## Production Run

- **Approach:** Start with the minimum production run
- **Rationale:** Popped popcorn has a limited shelf life (estimated ~6 months from pop date), so over-producing before sell-through rates are known creates spoilage risk
- **Open question:** Shelf life in foil bags may be longer than standard plastic bags — Mark to confirm with Justin at TS Foods
  - If foil bags extend shelf life significantly, minimum-run caution may be relaxed in future orders

---

## Fulfillment Split

Pop Popcorn will use a two-channel fulfillment model:

| Channel | Fulfillment Method | Notes |
|---|---|---|
| **Amazon** | FBA (direct from TS Foods) | Ship directly from TS Foods to Amazon FBA; no warehouse stop |
| **Website** | DFO warehouse (manual ship) | Ship one pallet to the DFO warehouse to enable bundled orders |

### Why Not MCF for Website?

Multi-Channel Fulfillment (MCF) is currently used for Old World products, but it works cleanly there because Old World is a single-brand website with no mixed-cart orders. For Doodle Farms website orders, customers may bundle Pop Popcorn with beans, cornmeal, or other products. If Pop Popcorn inventory only lives at Amazon FBA, mixed-cart orders become logistically messy. Keeping one pallet at the DFO warehouse solves this.

---

## Competitive Context

The popped popcorn category on Amazon is dominated by large brands with significant sales volume:

- Skinny Pop: 3,000–30,000+ units/month depending on SKU
- Boom Chicka Pop: ~10,000 units/month
- Garrett's (4 oz): ~50 units/month at that specific SKU

Pop Popcorn will launch at 4.4 oz. Initial projections are conservative: 1,000–5,000 units/month in early months, with growth potential as organic rank builds.

---

## Action Items

- [ ] **Karly** — Email Lucy: order 25k bag minimum; confirm minimum production run with Justin; arrange one pallet shipment to DFO warehouse
- [ ] **Mark** — Research shelf life of popped popcorn in foil bags; confirm with Justin at TS Foods
- [ ] **Gilbert** — Ensure Pop Popcorn is not added to Google Merchant Center feed until product is live and in stock (premature listing causes feed errors)

---

## Related

- [[clients/doodle-farms/_index|Doodle Farms Client Overview]]
- [[knowledge/amazon-strategy/fba-inventory-management|FBA Inventory Management]]
- [[knowledge/ecommerce/google-merchant-center-data-quality|Google Merchant Center Data Quality]]