Already famous for a simple approach to good food through our leading range of hand-cooked chips, KETTLE® has now introduced a new look across the entire range. In addition we are pleased to announce the launch of a ‘Big Bag’ selection in our top selling seasonings.
Whilst the new packaging retains the distinctive colours that help consumers quickly find their favourite flavour, KETTLE® has been made more prominent, moving to a central position on the front of pack which really enhances visibility on shelf. The new designs provide added vibrancy and impact and are the first phase of a relaunch which introduces a more contemporary feel for the brand. The flavour descriptors are more informal yet bolder, incorporating hints of the ingredients in the typeface, for example the ‘i’ in Balsamic is in the shape of a vinegar bottle and the ‘B’ in Bacon includes a rasher of bacon! In addition, the updated back of pack now shows the key product messages in a new infographic format which brings to life the brand’s reasons to believe in a more visual way.
The new packaging combines KETTLE’s premium positioning with a fun and lighter feel, designed to strengthen the appeal of chips made with real food ingredients and bring pleasure to a wider audience. Sharing is a key growth trend in the snacking category, up by 3% year on year, driven by the increasing popularity of the Big Night In occasion.* Brexit concerns and economic instability are encouraging more consumers to swap expensive restaurants for nights in with friends and family. On average, shoppers are currently buying 248g of Sharing Crisps & Snacks per trip*so KETTLE® will now deliver this in one new bigger sharing bag, offering fantastic value for the consumer and launching just in time to maximise those sharing occasions when people get together for BBQs and summer parties. This 250g format will be launched in our three top selling seasonings of Lightly Salted, Sea Salt & Balsamic Vinegar and Mature Cheddar & Red Onion at the recommended retail price of £2.50 per bag.
Andrew Slamin, Kettle Foods Marketing Director comments “The new packaging and launch of the big bag range will continue to drive growth of the KETTLE® brand ahead of the category and represents a fabulous opportunity for retailers to capitalise on the continuing consumer trend towards more premium snacking options, particularly in sharing formats. The Big Bag format offers premium quality at a lower price per kilo which will be especially attractive to consumers at a time when many other brands are having to increase prices or reduce pack sizes.”
KETTLE® is the UK’s original and leading hand-cooked crisp brand, growing by 3.4% year on year vs the total crisps & snacks market which increased by just 0.4%*. We never add any artificial flavours, colours or MSG to our products, which some other crisp manufacturers use to make flavourings. And the entire range is made from the finest potatoes that are hand-cooked in batches, using sunflower oil.
Source: *Nielsen data 52 weeks to 20th May 2017.