Kettle, the UK’s number one hand-cooked crisp (Nielsen, 24/02/18), is launching a new range of 80g £1 PMPs to replace its 100g £1.29 PMPs.
Priced at £1 per bag and available in the most popular Kettle seasonings, the new offering combines the brand strength of the top premium sharing brand and the value proposition of a smaller pack format.
The sharing category is the number one growth sector within Convenience Crisps & Snacks, up by 13.3% year on year (IRI Convenience Sales to 25th February 2018), thanks to the popularity of the Big Night In.
The new 80g PMPs are available in the top five selling seasonings of Kettle Chips i.e. Lightly Salted, Sea Salt & Balsamic Vinegar, Sea Salt with Crushed Black Peppercorns, Mature Cheddar & Red Onion and Sweet Chilli & Sour Cream.
Snacking is an impulsive category with 40% of purchases unplanned and 67% of decisions made in store. The new 80g range of Kettle Chips is designed to prompt purchase, being highly noticeable at Point of Purchase, meeting consumer demand for value for money combined with a premium snacking experience.
Kettle sales will be boosted this spring by advertising support. The ‘Real Food Real Pleasure’ campaign is a £3m brand investment that communicates the unique taste benefits of Kettle Chips in an engaging way.