KP Snacks is launching a new variant to its range of best-selling nut caddies. A Salted Caramel flavour is being introduced into the convenience channel to help drive basket spend with shoppers looking for sharing snacks over the festive season.
KP Nuts is the leading nuts brand in the UK with a 17.3% share of the market and valued at £56million. 39% of KP nut sales take place in the run up to Christmas and despite more than half (53%) of sales being made in convenience, there remains a massive opportunity in the channel with an estimated £6m up for grabs.
The sharing segment is also in growth, up 4.9% year-on-year in Impulse. And with 76% of people now spending their leisure time at home, KP Snacks is hoping that this latest innovation will help drive sales over the next few months. With the all-important festive season fast approaching, the brand is looking to exceed Christmas sales from last year which resulted in 3.7 million households purchasing its nuts between October and December.
Matt Collins, Sales Director, Convenience at KP Snacks, comments: “This summer saw KP return to TV for the first time in 24 years, backed by a £3m campaign and a discerning baby elephant who knows that KP are the best tasting nuts around. Summer is a key growth opportunity, but Christmas is already a well-established occasion for nuts and therefore a key sales period for retailers. Insight tells us that along with taste and flavour, brands are a leading purchase driver. As such, it is vital that we are constantly reviewing and innovating our offering and tapping into consumer trends. We hope that by launching an on-trend flavour like Salted Caramel, we will drive growth for the category during this important sales period.
“By mid- November, 53% of shoppers have bought food intended for Christmas with some even shopping as early as September, so it’s crucial that retailers stock up well in advance. Last year, sales of our nuts doubled at Christmas so we are looking to capitalise on the opportunity again this year by ensuring the new caddies are available to retailers early. We are also supporting the launch with high impact FSDUs to ensure maximum visibility in store.”
Other firm festive favourites are also returning this year, with KP Snacks re-introducing KP Frosted Maple Syrup Nut Mix and KP Frosted Honey Nut Mix in 225g bags. In addition, its Cheese Footballs will be back on shelves. The core KP Nuts caddie range consists of Original Salted, Dry Roasted, Honey Roasted and new Salted Caramel. The RRP is £4.00.