Product Review: Joe & Seph’s
I’ll be honest: I’ve resisted Joe & Seph’s in any guise for a couple of years. I don’t know what it is about the branding but it doesn’t seem like it’s for me. The company boasts a large product range that spans multiple categories but popcorn is its bread and butter.
The brand has definitely positioned themselves at the premium end of the premium popcorn spectrum making them inaccessible to shoppers who would potential switch through price point and packaging. This could be a ploy to pander to their large consumer base by offering a more exclusive product which is not enjoyed by riff raff. Some may see this as pretence but I would coin it clever, subtle and targeted marketing.
Appeals to: discerning popcorn lovers with a bit more disposable income than your average Joe
It looks brilliant. The clear window lets the product do the talking. The pouch format is like nothing else in the category which serves to break through the noise on a busy shelf. The branding is simple but it gets a lot of messages across in very few words.
£1.50 – for just 32g this is very expensive when you consider that a similar sized pack of Propercorn is just 75p. There’s no doubt that a lot of this extra expense goes into a more premium packaging format but the delivery needs to be pretty amazing to warrant a 2x price hike!
Popcorn with Caramel, Honey and Hazelnuts
The initial flavour is a crunchy, crispy sweetness not dissimilar to a pecan pie but then the earthy honey takes over and leaves a peaty taste in your mouth. I enjoy different layers of flavours but for me the caramel and the honey don’t work together well.
Popcorn Coated Generously in Mature Irish Cheddar
This is AMAZING. The popcorn is soft, light and fluffy with a distinctive cream cheese finishes that outlasts the corn on your palate. There is a lot of flavour in this bag and it works really well.
Verdict – in a word, inconclusive. If I was just rating that cheese popcorn I may have given out my first 10/10 but the sweet popcorn was disappointing. Joe & Seph’s have opted for the smaller variety of corn but I would like to see their product using what is, in my opinion, the more premium butterfly variety. The benefit of using this corn is that there are more intricacies in the product for the flavour to attach to. I do feel like part of an exclusive club eating Joe & Seph’s and if I come into some money may be I’ll buy another pack!