Pop Up Bowl: the new bag-to bowl design of Orville Redenbacher's(R) Gourmet(R) Popping Corn

Snack-loving Americans have been enjoying the taste and convenience of microwave popcorn for decades, and now Orville Redenbacher's popcorn has created a bag that allows for easier snacking, sharing and clean-up.

The revolutionary new design was many years in the making and marks a breakthrough change to the microwave popcorn experience. Other microwave popcorn brands have introduced bowl bags before, but none have successfully provided the experience and functionality consumers expect while still delivering upon consumers' value expectations. The Pop Up Bowl, the first bag-to-bowl design for Orville Redenbacher's popcorn, pops into a ready-to-serve, free-standing bowl filled with light and fluffy popcorn that is the perfect snack for the whole family.

"Making popcorn is a great way to bring family and friends together,"said Jesse Spungin, vice president of marketing for Orville Redenbacher's popcorn. "With Pop Up Bowl, families can enjoy the warm, delicious taste of popcorn in a stand-up bowl that makes it easy to share and clean-up. Plus, research showed that consumers wanted to be able to see their popcorn more easily;the Pop Up Bowl's unique design lets them do that."The Pop Up Bowl cooks on its side and features a transparent top, allowing snack lovers to watch their popcorn pop and see when it's ready.

Recently featured in USA Today, on CBS' "The Early Show"and ABC's "The View"as one of the top new products for 2011, the Pop Up Bowl retails for $2.99 for a 3-pk and $4.49 for a 6-pk and is available now at grocery and mass retailers nationwide. As with all Orville Redenbacher popcorn products, the Pop Up Bowl microwave popcorn is a good source of fiber and is 100 percent whole grain. The Pop Up Bowl is available in five mouth-watering flavors with Butter, Movie Theater Butter and SmartPop! varieties available now and Kettle Korn and Ultimate Butter flavors becoming available in June.

The Pop Up Bowl television advertising campaign will begin airing in late April, 2011 and will feature Magician of the Century and the Youngest Magician inducted into the Magic Hall of Fame, Criss Angel.