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KP Snacks is adding an exciting new flavour to its popular KP Flavour Kravers range, with KP Flavour Kravers Sour Cream & Chive rolling into stores from mid-February. Dairy is the second biggest flavour in CSN[1] and Flavour Kravers Sour Cream & Chive is perfectly positioned to excite consumers and drive sales for retailers.

KP Nuts, the UK’s number one Nut brand, launched Flavour Kravers last March with two punchy products: Flame Grilled Steak and Smokin’ Paprika. Appealing on its bold flavour cues, Flavour Kravers is performing for the category and has so far driven £2.5m in sales for KP Nuts since launch[2]. With the introduction of Sour Cream & Chive, KP Nuts is looking to further engage shoppers with a tasty new product.

The new product aims to capitalise on the popular evening sharing occasion, with the CSN Sharing segment currently worth £1.5bn and growing +8.7%[3]. Flavour Kravers is especially popular with younger consumers whose purchase decisions are significantly influenced by interesting flavours, so Sour Cream & Chive will seek to drive interest from this demographic.

Jenny Blanco Barcia, Marketing Manager at KP Snacks, says, “At KP Nuts, we are committed to bringing innovation to the category, introducing NPD that is grounded in key category insight. The new Sour Cream & Chive Flavour Kravers variant supports retailers by directly filling a gap in the market as previously there were no dairy flavours within the Tasty Nuts category. Our new Sour Cream & Chive is a unique and exciting product which will engage shoppers and boost retailer sales.”

Worth £85.1m RSV[4] and growing +3%, KP Nuts is more than four times the size of the nearest branded competitor[5]. Recognised for their health and nutritional benefits, nuts are exempt from HFSS legislation and represent a higher value purchase compared to other CSN products, driving basket spend for retailers.

[1] Nielsen IQ, Total Coverage, Total Value, MAT 31.12.22

[2]  Nielsen IQ, Total Coverage, Total Value, MAT  31.12.22

[3] Nielsen IQ, Total Coverage, Total Value, MAT  03.12.22

[4] Nielsen IQ, Total Coverage, Total Value, MAT  03.12.22

[5] Nielsen IQ, Total Coverage, Total Nuts Value, MAT 03.12.22

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