KP Snacks is to launch new Hula Hoops Flavarings, a new range aimed at family sharing occasions.
The new Flavarings range has been developed in response to consumer preference for bigger, bolder and full on flavour products. At 51% (Nielsen MAT 17.06.17), flavour is the number one purchase driver for Crisps and Snacks, with the sharing segment growing at 10.7% (Nielsen MAT 24.03.18).
Hula Hoops Flavarings offer the iconic hoop shape but are crispy and light with a melt in your mouth texture. Available in two intense flavours; Tangy Cheese and Salt & Vinegar, the new product is launching in a 90g sharing format (rrp £1.50) and a 55g £1 PMP.
The sharing occasion is a key driver of growth in the Crisps, Snacks and Nuts category, with 48% of shoppers typically eating crisps in front of a film at home (Him! 2018).
Matt Collins, sales director for convenience, wholesale, discounters & foodservice at KP Snacks, said: “We are committed to understanding our consumers and shoppers needs, and providing the optimum snacking choices for their changing lifestyles. Our innovation will drive excitement by harnessing trends, stimulating the category and delivering incrementally.
“Hula Hoops Flavarings builds on the incredible performance of Hula Hoops, currently the fastest growing snacks brand in the UK, and capitalises on the growth of the sharing occasion. Family sharing makes up the majority of the sharing occasion and provides a huge opportunity within the crisps, snacks and nuts market. A family favourite, Hula Hoops products are purchased in nine million households. Flavarings is a great addition to this iconic brand and perfectly positioned to re-ignite this sharing occasion for both retailers and shoppers.”
Available from 28 May 2018, Flavarings will be supported with a £1m media campaign in 2018 including in-store activation, outdoor media and digital.
With three packs sold every second, the Hula Hoops brand is currently worth £105.9m, with double digit MAT growth of +15.6% (Nielsen: MAT 24.03.18). KP Snacks has driven the growth of it’s iconic British Hula Hoops brand with continued investment in product development. Earlier this year it launched extensions to Hula Hoops Puft and Big Hoops with new Hula Hoops Puft Sweet Chilli Multipack and Big Hoops Spicy Chilli. KP Snacks has a £3m investment planned for the Hula Hoops brand in 2018.