KP Snacks launches new look and feel for Penn State, UK’s number one Pretzel brand

KP Snacks is refreshing the packaging of Penn State, the UK’s number one Pretzel brand^[1], to deliver a bolder and cleaner look that represents its taste and quality. Rolling into stores from mid-November, the redesigned packs run across the entire Penn State range.

With cosy nights in on the rise, KP Snacks has dialled up Penn State’s taste and quality credentials to reinforce the brand’s appeal within this occasion. Promising rewarding flavour and satisfaction every time, Penn State pretzels offer consumers a well-deserved treat to snack on during relaxing evenings spent at home. 

Emphasising its excellent flavour and texture with clearer, more prominent images of the pretzels, the new design also brings the brand’s status as a “Baked” snack to the forefront, drawing attention to its position as a lighter snack that consumers can indulge in. 

The redesign drives awareness of the Penn State brand at a time when the Pretzel segment is showing strong growth, worth £48.3 million and growing at +15.8%, ahead of the overall Crisps, Snacks and Nuts category (+5.4%)^[2]. 

Rachel Horrell, Senior Brand Manager, KP Snacks, says: “We are excited to launch a new Penn State look and feel, designed to attract more shoppers to the brand and encourage them to consider Penn State for a delicious, quality snack for any in-home occasion, whether it’s relaxing after a long day or sharing with family and friends.” 

Available in a range of formats to meet all consumer needs and occasions, from its best-selling 175g sharing bags to £1.25 PMPs and 6-pack multipacks, the Penn State range features two iconic flavours including non-HFSS Sour Cream & Chive and Original Sea Salted, a true classic.