Suvechha Sarkar
Pushing the boundaries of snacking is not just about satisfying cravings anymore, but rather about redefining presentation and flavor. That is precisely the mission behind Popinsanity, a popcorn brand with three owners: Jacob Goldenthal, Aaron Zutler, and Jonathan Joseph. With meticulous attention to detail, from sourcing the highest quality ingredients to applying the final luxurious drizzle of chocolate, they have elevated popcorn to an art form. Their creations are not just snacks but can also be shared as gifts or served at events. Their appearance on season 1, episode 4 of Fox’s ‘The Fixer’ put the owners’ entrepreneurial passion on full display, offering a behind-the-scenes look at how a gourmet popcorn empire is built.
Popinsanity: Who Are They and What Do They Do?
Before Popinsanity became the brand we know today, it was a sudden discovery in the basement of a family home in Monsey, New York. Jacob Goldenthal, Aaron Zutler, and Jonathan Joseph are three friends who are also the business’ owners. Jacob was a professional musician and completed his higher education at Johnson & Wales University in 1996. One day, his wife asked him to remove a popcorn machine from their home since it took up too much space. Before discarding the same, he decided to make popcorn for his children. He experimented by mixing different flavors, like chocolate and marshmallow, with batches of popcorn. After he made a large amount of the item, Jacob asked his wife to showcase it in the teacher’s lounge. That was when the product first received a long list of orders and laid the foundation of Popinsanity in February 2013.
Before the brand, Aaron started his career in 1999 as the Regional Sales Manager at Micro Innovations. In July 2008, he moved on to become a Sales Manager at LifeWork Technology and served there till August 2010. He then took on a National Sales Manager position at Preferred Inc., working there till 2012. In September of the same year, Aaron stepped into the role of Partner at a healthcare/pharma company, where he was employed until July 2014. While serving there, he also became the CEO and Co-founder of Popinsanity in July 2013. Jonathan also joined in, taking on the Chief Financial Officer (CFO) role. In 2018, the brand received national attention because Oprah Winfrey highlighted their popcorn on her “Favorite Things” list. Popinsanity appeared on ‘The Fixer’ to secure investment from the Investor and Entrepreneur, Marcus Lemonis, to expand the business and prevent profits from flatlining.
However, when Marcus stepped into Popinsanity’s factory, he noticed that although Jacob was one of the minds behind the concept, his voice often faded into the background between the other two owners. Furthermore, he discovered that their candy division only generated around 3% of their gross income. Marcus first suggested shutting down that underperforming division and then shifted his focus to developing a new popcorn flavor with Jacob that could take them to the next level. He also asked Aaron and Jonathan to move to the popcorn factory office to remain closer to the employees. Marcus then introduced them to a major distributor who could help them bring a $1 million account. Back at Popinsanity, he encouraged the trio to define roles more clearly and emphasized that someone needed to make the final decision. Eventually, they decided that Aaron should become the face of the brand.
Ultimately, Marcus offered an evaluation of $500,000 for 10% equity of Popinsanity, placing it at $5 million valuation. However, the owners believed their brand was worth $12 million. When he asked for a final decision and they requested more time, the investor rescinded the deal, noting that they should’ve been prepared. He wished them well before walking away without a partnership. Despite the setback, Popinsanity’s products continue to offer a lavish array of popcorn flavors incorporating premium ingredients and using small batch productions to ensure the best quality. From nuts to popcorn drizzled in chocolate, each creation comes in elegant, high-end packaging made of acrylic, glass, and fine-quality wood. The products are made in their home country and sourced quite responsibly. Each popcorn bag can stay fresh for up to 6 months, guaranteeing customers enjoy every bite of its flavor.
Popinsanity: Where Are They Now?
Following their appearance on the show, Popinsanity leaned into the momentum and began expanding its reach. The brand has now blossomed into a full-fledged gourmet experience, and today, they offer multiple options of creative flavors. Customers can find various products on their website: from snack-sized popcorn bags and elegant gift boxes to corporate gifts and fully customizable popcorn tins. Whether one is buying for themselves or selecting the perfect treat for someone else, there is no shortage of options. Customers can even build their own tins by mixing and matching their preferred flavors. Their website proudly features 17 gourmet popcorn flavors, each more tempting than the last.
There are classics like Sweet and Salty, Caramel Chocolate Drizzle, Cookies and Cream, and Chocolate Peanut Butter alongside creative combinations, like Apples & Honey, Blueberry Scone, Cinnamon Baked Apple, Peppermint Hot Chocolate, Pomegranate, S’mores, and many more. Their prices start from as low as $3.95 and vary, depending on the packaging size, with some of them going up to $13.95. For the people who are looking for gifts, there are multiple curated options, including a 3 Flavor Giftbox at $19.95, a 4 Flavor Giftbox available for $23.95, a 3 Flavor Gift Tin at $38.95, and a Sampler Gift Box priced at $48.95. The brand also sells a collection of candied nuts, with varieties like walnuts, almonds, peanuts, cashews, and Pecans. The candied nuts are available in nine flavors: Apple Cinnamon, Cinnamon Crunch, Cinnamon Praline, Maple Roasted, Raspberry Roasted, Spicy Buffalo, Toffee Praline, Tropical Banana, and Vanilla Rum.
The individual packet range for candied nuts ranges between $5.95 and $9.95. They are also available in elegant gifting packages: a & Candied Nuts Gift Box priced at $26.95, a Vegan Gourmet Nuts Gift Tin available for $ 29.95, a Gourmet Nut Gift Tin at $44.95, and a Gourmet Nuts VIP Gift Box for just $58.95. Furthermore, Popinsanity offers 20 Pack Sharing Tin, 50 Pack Party Tin, and a Variety Gift Bag, making their products available for any occasion. Customers can seamlessly purchase the products from their website and Amazon. They also sell candies like PeachPuffs, CandieMallows, CandieCubes, and many more, ready for sale in standard and gift box options. Their price usually ranges from $10.95 to $49.95. On their social media, the brand actively engages its audience, where glowing reviews and beautiful products fill their feed.
In January 2025, Popinsanity came into the spotlight when Aaron appeared on the ‘None of Your Business’ podcast, offering a glimpse into the brand’s remarkable journey. In February, they did a paid partnership with the content creator, Selin Sipahi Connor, followed by another creator, Ali Cardinal, the following month. Gifting ventures like Shoppe Set and Peter & Paul’s Gifts, as well as the creator Joy Wilson, have shared their ideas on how to incorporate the brand’s products into one’s gifting basket. In May 2025, Popinsanity announced its presence at the Sweets & Snacks Expo, where the brand introduced new flavors. In the same month, they again collaborated with Selin, which was soon followed by a paid partnership with the Lifestyle Vlogger, Sarah Ickovitz, in July. From humble beginnings to high-end treats, Popinsanity continues to prove that when popcorn meets premium ingredients and innovation, it can be more than just a snack.
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