Brand new Christmas packaging to capitalise on sharing occasions

KP Snacks today announces the launch of exciting, limited edition Christmas packaging for its premium snack brand Tyrrells. The special Christmas packaging will feature across Tyrrells Hand Cooked Crisps and Veg Crisps sharing bags including classic flavours: Mature Cheddar & Chive, Sea Salt & Cider Vinegar, Lightly Sea Salted, Sweet Chilli & Red Pepper, Sea Salt & Black Pepper, and Mixed Root Veg with Sea Salt.

Designed to excite and disrupt shoppers, the new pack design adds a pinch of festivity to familiar and well-loved images by using a snow globe, an object synonymous with the festive season.

At £1.3bn, sharing is the largest segment in CSN, and growing strongly at +6.2%[1]. CSN is a key category to back at Christmas, worth £300.1m[2] during the month of December alone.  60% of consumers say they are most looking forward to celebrating with friends and family[3] and 50% of consumers say snacks are a must-have for an evening in[4].

Beth Minch, Marketing Manager of Tyrrells says: “Tyrrells is the perfect premium snack to share with family and friends over the festive season, with taste and quality at the heart of the Tyrrells offering. Our quintessentially British crisps range is perfect for any premium sharing occasion, with many shoppers looking to trade up over the Christmas period. Tyrrells has performed extremely strongly in Premium Crisps and Snacks.  The Christmas makeover will deliver a premium and special consumer snacking experience whilst growing sales”.

Worth £55.5m RSV[5], Tyrrells enjoys a 13.9%[6] share of Premium Crisps and Snacks and is growing in value in premium at +14.5%[7] (YOY).  Tyrrells is acclaimed for its high quality and delicious flavours, with 90 Great Taste awards to the brand’s name. Tyrrells products are currently purchased by over 5.5m households, with the brand strongly supported to drive growth with a £4.5m marketing investment this last year.

Launching from the beginning of October, Tyrrells festive sharing bags will be available at an RRP of £2.29 for 150g Hand Cooked Crisps and £2.50 for 125g sharing bags of Veg Crisps.

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