KP Snacks is relaunching its flagship nuts brand with a new pack design and £1.3m promotional campaign.
The new packs feature a stand-out sunshine design which will be applied to the entire KP Nuts range, currently comprising of 29 products. The packs also highlight the protein and fibre content of the products to appeal to health-conscious shoppers.
As well as a fresh graphic design, nine of KP Nuts’s sharing skus will also benefit from a new doy structure – a type of foil bag which stands up unaided. The move is designed to deliver a more practical product for both retailers and shoppers.
For store owners, the change in pack structure will aid shopper navigation as it allows them to be easily merchandised in secondary displays, for example alongside beer.
The new nut packs also feature a reseal closure and can be recycled under KP Snacks nationwide recycling scheme, launched in partnership with TerraCycle in March this year as part of the company’s pacKPromise.
Launching in stores this summer, the redesigned KP Nuts will be supported by a multi-million pound media spend which encompasses OOH advertising, digital and social media.
Sue MacKay, KP Nuts marketing manager, said: “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.”
The new packs will be available across original salted, dry roasted, unsalted, salt & vinegar, honey roast, spicy chilli and jumbo original salted varieties from 1 July (rrp £2.78 / 200g, rrp £2.39 / 225g or 250g, rrp £3.49 / 415g).