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Sharp Butters Up Microwave Market With Orville Redenbacher Popcorn Setting

Updated!Sharp Home Electronics Company of America (SHCA) has sharpened its merchandising with a trio of stainless-steel countertop microwave ovens that feature dedicated settings for Orville Redenbacher Microwave Popcorn.

The series has a specially tuned “popcorn” button that allows users to select from two menu options: Orville Redenbacher’s Microwave Popcorn Classic Size (3.3 oz.) and Single Serve Mini Bag (1.16 oz.).

The popcorn brand’s certified preset button and settings were specially engineered for optimal popping results, the food-prep partners said.

“Sharp has been a pioneer in the microwave business since mass producing the first microwave oven in 1962,” said Peter Weedfald, SHCA’s sales and marketing senior VP. “Since then we’ve continued to improve on the design and technology, and working with the Orville Redenbacher’s brand is an exciting and natural fit. We’re thrilled to bring this collaboration to market for microwave and popcorn lovers.”

Added Orville Redenbacher senior brand manager Spencer Fivelson, “We are excited to partner with such a renowned name in microwave technology in order to deliver the highest quality popcorn experience with just the touch of a button.”

Fivelson described the Conagra Brands popcorn line as “America’s No. freshly-popped popcorn choice for years.”

The 1,000-watt microwave series includes the 1.1-cubic foot SMC1132CS (suggested retail $120) and the 1.4-cubic-foot SMC1442CS and SMC1443CM, which are priced to hit a $140 retail.

All three feature Carousel turntables, auto-defrost mode and, of course, one-touch key presets.

SHCA is the U.S. consumer products wing of Sharp Electronics Corp., the American sales subsidiary of Sharp Corp.

Orville Redenbacher launched his eponymous popcorn line in 1952, which has since joined the Conagra family of prepared food brands.

Update: As part of its Redenbacher microwave launch and back-to-school promotional efforts, Sharp held special in-store demos and free-with-purchase popcorn giveaways at 120 Best Buy stores across the country during the July 29-30 weekend.