KP Snacks has developed an on-the-go range of nuts as well as brand new flavours.
The four-strong range (£0.89p per pack) comprises best-selling flavours: Original Salted Peanut (50g) Dry Roasted Peanuts (50g) as well as new Fruit & Nut Energy Mix (40g) and new Orange Nut Fudge Energy Mix (40g).
Plus new flavours to the 225g pack range (rrp £2.29 per pack) are: Salted Caramel and Smokehouse BBQ.
All NPD will be available from the beginning of June.
Worth £59million in retail sales value (Nielsen MAT data to w/e) - seven times bigger than its nearest competitor - KP Nuts is aiming to tap into new consumer trends and boost sales with a £3million marketing support campaign comprising TV, digital and social throughout June and July 2017.
The latest consumer research by Mintel reveals younger consumers are increasingly looking for healthier, filling on-the-go snacking solutions; 79% of 16-24 year olds eat snacks once a day or more (Mintel Consumer Snacking Report March 16), and 21% snack on-the-go - both significantly higher than average in the UK. In addition, over half (55%)of this demographic would like more snacks in packaging that makes it easy for them to eat whilst out, and are willing to pay more for this convenience (21%).
Research also shows that healthy aspects of snacks (e.g. fibre) make an indulgent snack more acceptable. 76% of consumers recognise that nuts provide a positive source of energy, another essential requirement for ‘on-the-go’ snacking (Innova Database February 16), as 24% of shoppers look to increase protein in their diet.
Flavour is a key purchase driver in Crisps, Snacks & Nuts (Kantar TNS, Annual Brand Health 2016 KP Nuts, September 2016), with 51% of consumers choosing ‘taste’ as the number one purchase factor, and 53% prompted to buy when they see new flavours in store (Crisps, Snacks & Nuts consumers). Nuts is currently an underdeveloped segment versus crisps - 79% of crisp and snack SKUs are flavours, whilst only 30% of nuts are flavoured. This offers a huge sales opportunity, with insights showing that if this grew by 5% it would be worth an incremental £10m to the Nuts category. Flavour is driving growth in peanuts, with Chilli (+40.5%) and BBQ or Meat flavours (+19.8%) proving particularly popular.