Pop Goes the Big Food Brand

The story behind Orville Redenbacher's new Pop-Up Bowl

A few weeks back, you might have been one of the dazzled millions who watched the event on ABC’s The View or CBS’s The Early Show, or read about it in USA Today. No, we’re not talking about the final launch of the space shuttle. It was the debut of Orville Redenbacher’s new Pop-Up Bowl. Okay, so maybe it was a slow news week. But consumer products rarely, if ever, get this kind of major media play. To give the Redenbacher folks their due, the new product that unfolds, pops, and then transforms itself into an actual bowl right inside the microwave (a kind of origami in reverse) was fairly stimulating—if you like to watch microwaves.