New campaign supports heritage brands and champions positivity for 2021

KP Snacks, the UK’s 2nd largest branded snacks manufacturer, has today announced the launch of an exciting cross-brand promotion, ‘WIN £2021’.

Running from 24 May until 12 November 2021, the campaign offers shoppers the chance to ‘win the year in cash’ by simply texting a number that will be promoted on all Hula Hoops, McCoy’s, Skips, Nik Naks, Discos, and Wheat Crunchies packs in Grab Bag and £1PMP format. Over the course of the promotion, there will be 24 cash prizes to be won, with a prize fund of nearly £50K.

Supporting its heritage brands, KP Snacks’ newest promotion looks to champion positivity through 2021 and support its trade retail partners in recovering and driving their singles sales. With lunchtime still the No.1 occasion for singles[1], KP Snacks is using the opportunity to increase meal deal sales with its core brands, which have been identified as the ideal fit to the meal deal shopper profile.

Kevin McNair, Marketing Director, KP Snacks says: “We are really excited to launch this campaign and demonstrate our ongoing commitment to category recovery and growth. As we continue to see some uncertainty around when people can actually enjoy ‘experiences’ such as holidays, we feel that cash is really the most relevant prize right now, and one that every shopper wants to win, so we are thrilled to be able to bring this to our consumers”.

30% of consumers say they are worse off than 12 months ago, 25% are delaying major purchases, and 16% of consumers are finding it harder to make ends meet[2]. With this in mind, the KP Snacks promotion aims to promote great value while offering something exciting and compelling at point of purchase.

Matt Collins, Trading Director at KP Snacks says: “Core brands play a critical role within singles and meal deals, and account for 97% of singles sales. Our new lunchtime initiative looks to recognise this, focusing on our core brands rather than NPD, with the aim to drive purchase repertoire and frequency. With this fun opportunity to ‘win the year’, we hope to give consumers an exciting reason to buy KP Snacks products as part of both lunchtime and on-the-go shopping occasions”.

The KP Snacks portfolio is currently growing in value at +3.6%, ahead of the overall category[3].   McCoy’s, the UK’s number 1 ridged crisps brand is worth £129.6m RSV, while Hula Hoops is worth £142.5m RSV. A firm family favourite, Hula Hoops is eaten by 1.9million consumers every week and has an impressive 90% brand awareness[4]. Nik Naks and Skips are amongst some of the best-selling PMPs across the KP Snacks portfolio. Skips has an RSV of over £34.4m[5], while Nik-Naks has an RSV of £24.2m. Discos and Wheat Crunchies have seen double digit growth in 2020 and are rising stars in the singles market[6]. Discos has an RSV of £12m, with a 14.6% growth rate, and Wheat Crunchies has an RSV of £13.9m, with a 13.5% growth rate[7].

[1] Kantar OOH, 2020

[2] Mintel, Economic Outlook, November 2020

[3] Nielsen Scantrack 27.03.21

[4] Kantar Worldpanel 26.01.20

[5] Nielsen Scantrack 27.03.21

[6] Nielsen MAT, 26.12.20

[7] Nielsen Scantrack 27.03.21

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