KP Snacks relaunches KP Nuts, supported by £1.3m campaign

• KP Nuts unveils a brand-new look and feel, with a new stand up pack structure and reseal closure, across nine hero products
• Range relaunch and redesign will be supported by a £1.3m media spend

KP Snacks has unveiled a redesign for one of its flagship brands, KP Nuts; unveiling a brand-new look and feel as well as a new pack structure for maximum shelf stand-out and better customer experience.

The new packs, which will be available in-store in June, feature a stand-out sunshine design which will be applied to the entire KP Nuts range, currently comprising of 29 products. They also highlight the protein and fibre contents to appeal to health-conscious shoppers.

As well as a fresh new design, nine hero sharing SKU’s will also benefit from a new doy structure – a type of foil bag which stands up unaided – which will deliver a more practical product for both retailer and shopper. For retailers, the change in pack structure will aid shopper navigation as it allows them to be easily merchandised in secondary displays, for example alongside beers, and the eye-catching, bright design pops on the shelf.

For consumers, the more functional pack stands on end, preventing spillages, and pours easily, enabling it to be easily shared with family and friends at a BBQ, or in front of a film. The packs also feature a new reseal closure ensures freshness and quality last long-term.

The new packs are able to be recycled under KP Snacks nationwide recycling scheme, launched in partnership with TerraCycleâ in March this year as part of the company’s pacKPromise.

Launching in stores from the end of June, the redesign will be supported by a £1.3m media spend which encompasses OOH advertising, digital and social media.

Drawing on insights that show that 16% of all KP Nuts sold are consumed alongside beer^[1], KP Snacks are also working in partnership with independent craft-brewery, Deviant & Dandy to create a series of ‘perfect pairings’ to drive incremental basket spend. Pairing nuts with beer has previously driven high occasion value for KP Nuts, with the average spend being £3.78 vs. £2.13^[2] of total bagged snacks as retailers can capitalise on the fact that 1 in 20 shoppers buy from secondary displays^[3].

Sue MacKay, KP Nuts Marketing Manager says, “The refresh of KP Nuts packaging will enable the brand to be a true category beacon, driving forward category growth. By highlighting the health credentials and developing a handy reseal function, we are responding to demand from our consumers who want products that are higher in protein and fibre and also want to enjoy these products whilst socialising with family and friends.”

KP Nuts is a classic British brand, originally launched in 1953 and now worth £61.3m RSV^[4].  Growing at +5.6%^[5], KP Nuts is the UK’s number one branded nut, with 6 million households purchasing products across the range every year.

The new packs will be available across original salted, dry roasted, unsalted, salt & vinegar, honey roast, spicy chilli and jumbo original salted varieties over 200g from 1^st July 2019. RRPs remain the same at £2.78 (200g), £2.39 (225g/250g) and £3.49 (415g).

^{[1] KWP Usage | 52 w/e 12th August 2018}

^{[2] KWP Usage | 52 w/e 12th August 2018}

^{[3] HIM 2018}

^{[4] Nielsen 20.04.19}

^{[5] Nielsen 20.04.19}