KP Snacks is launching Big Hoops Spicy Chilli, capitalising on the growing trend of spicy flavours which now rank as the fourth most popular flavour in Big Eat (Him! 2017).

The new Spicy Chilli flavour follows a strong year of growth for the Hula Hoops brand. Following KP Snacks’ £4million investment into Hula Hoops in 2017, the brand has seen 14% growth, with the Big Hoops Range seeing phenomenal growth of +63% YoY hitting a total of £24m RSV in 2017 (Nielsen MAT 07.10.17).

Available from 4 March, the flavour will be available as a £1 PMP and a 50g grab bag, the perfect size for meal deal promotions.

Jeff Swan, marketing director at KP Snacks comments: “Hula Hoops is one of the fastest growing brands in the UK, and offers retailers a range of products and formats that work for all occasions and that can be activated across all areas of the store”.

Crisps and snacks remain a vital category within the convenience sector, with 82% of shoppers buying them on impulse (Him! 2016). £1 PMP ranges are growing at +15.3% versus non-PMP formats at -2.9% (Nielsen MAT 04.11.17). The demand for PMP formats remaining strong as they provide shoppers with much needed value from the bigger eat they are looking for and offset any potential price perceptions.

“We’re excited to introduce our new and exciting Big Hoops Spicy Chilli flavour, which will both capitalise on the rising trend of sharing as well as the preference for spicy flavours. We’re confident this new flavour will help drive retailer and consumer interest in the brand”.