For a long time, popcorn came in a couple of flavors.
Not any more, says David Israel, the entrepreneur behind POP! Gourmet popcorn, a Seattle-based firm marketing everything from White Truffle Bliss (Oprah's favorite) to Fire Corn Real Jalapeño Popcorn.
And sales are exploding, says Israel, who caught up with FoodNavigator-USA after launching his latest innovation - a new Diet Pop! variant with Home Shopping Network fitness guru Tony Little - at Natural Products Expo East in Baltimore.
In year one of launching his first retail products, he notched up sales of around $1m. In year two (this year), he's aiming for $3-4m. Next year, he's looking at $10m.