Popular snack brand Yushoi unveils new look packaging

Leading global snack company Calbee is set to unveil brand new packaging for its popular oven-baked pea snaps range Yushoi. Available in the UK from July, the new look packs will enhance on-shelf stand out with a bold and distinctive design.

Inspired by Japan, Yushoi combines new flavours and textures with naturally healthy ingredients. The brand has experienced continuous growth for the past three years, up 20% YOY and worth £6.7m. Over 1.8m households now purchase Yushoi*.

The packaging updates will be rolled out across Yushoi’s single 21g packs, 6x21g multipacks and 105g sharing bags. The colourful new bags are eye-catching with a premium look and feel and clearly communicate the healthier product benefits to the consumer. Yushoi’s baked pea snaps are available in a variety of delicious flavours including Sea Salt & Balsamic Vinegar, Sweet Chilli with Lemon and Lightly Sea Salted. Brand new flavour Sour Cream & Chive will also launch in July.

The packaging redesign will be supported with a targeted digital marketing campaign to drive trial and repeat purchase amongst females with health, wellness and taste as their primary focus. The digital element will include Instagram-focused advertising – a vital platform for Yushoi’s target consumers reaching 2.1m. There will also be a sampling campaign at key events, with 28,000 free packs of Yushoi to give away with newspapers.

The new packaging will be available in major retailers from July 8 and selected wholesalers including Epicorium, Tree of Life and Suma.

Jon Wood, commercial director of Calbee Group UK Limited, said: “We’ve invested heavily in Yushoi’s new packaging to ensure continued growth following an excellent three years for the brand. We have worked hard on product redevelopment to strengthen our consumer offering with the reinvigorated packs and improved flavour range.

“Health is key for the brand and it’s important we continue to invest in areas which allow us to communicate Yushoi’s multiple benefits to the customer. As well as being bold and impactful, the new packs are clear and informative and we’re confident the new look will play a vital role in Yushoi’s ongoing development.”

Made from 68% green pea, the gluten free, vegetarian friendly oven-baked pea snaps are a source of protein, high in fibre with 90 calories or less per serving. In addition, the portfolio has green and amber GDA’s, providing a healthier, guilt-free snacking option.

Yushoi’s packaging and product updates form part of wider changes across the Calbee Group UK Limited portfolio. The $2.5bn No.1 snack manufacturer in Japan purchased Seabrook Crisps in October 2018 in a bid to further its strategic objective to grow internationally and establish a firm foothold in European markets. The addition of Seabrook to the Yushoi branded oven baked pea snaps range gives the company greater reach across the crisps and snacks market. Following Calbee’s acquisition of the Bradford-based manufacturer, Seabrook Crisps is now the fastest growing major crisp brand, growing faster than all main UK brands1.

1 – Nielsen data w/e 1 December 2018

* Kantar Worldpanel, 52 w/e 30th December