Pop Secret
Pop Secret is a brand of popcorn produced by Diamond Foods who bought it from General Mills in September 2008. It was launched to the public in 1984.
Previously it was manufactured by Mills.
Pop Secret formerly sponsored an annual NASCAR race called the "Pop Secret Microwave Popcorn 400" at Rockingham Speedway in North Carolina, as well as the race it was replaced by in 2004, the "Pop Secret 500" at Auto Club Speedway in Fontana, California. Pop Secret created a variety of colored popcorn called Pop Qwiz [sic] in the early-1990s. Colors included yellow, blue, green, and a mystery bag with a surprise color.[1]
Pop Secret created the What's Your Pop Secret? Theatre,[2] which showcased and supported independent film makers. Pop Secret continues to support Film Independent (FIND),[3] a non profit organization that helps increase diversity in film making within the industry.
A troupe of independent writers, film makers, and animators created Pop Secret Mountain,[4] a fan site devoted to the product. The site was panned by the advertising community as being blatantly corporate.[5][6][7]
It is a product of Campbell Soup Company's Labels For Education program, replacing General Mills' Box Tops For Education after Diamond Foods bought it.