KP HFSS range

KP Snacks has revealed its HFSS brand reformulation strategy, ahead of the introduction of High Fat, Salt & Sugar (HFSS) legislation.

Its brands Tyrrells, popchips, Hula Hoops Puft, and Penn State are being reformulated, with non-HFSS products rolling out over the coming months.

Tyrrells’ Lightly Sea Salted flavour is being reformulated, and will be available as non-HFSS in both sharing, multipack and singles formats from May. This follows Tyrrells Mediterranean Herb being launched in January this year.

Popchips will be reformulated across the entire range in a phased roll-out with the full range reformulated ahead of October.

A non-HFSS Hula Hoops Puft range, consisting of Beef, Salt and Salt & Vinegar flavours, will be rolled out by the end of June while Penn State flavour Sour Cream & Chive Pretzels will be non-HFSS by May, joining a new non-HFSS Roasted Chilli Pretzels variant which launches this month.

It will be focussing on building its KP brand due to nuts being excluded from the proposed legislation, offering a significant opportunity for growth.

By the time the new legislation is introduced, over 100 SKUs and a quarter of the KP Snacks portfolio will be non-HFSS, making it one of the most comprehensive non-HFSS ranges available within the Crisps, Nuts and Snacks category.

KP Snacks sales director Andy Riddle said: “At KP Snacks, we are here to help retailers navigate and adjust to the new legislation. We are ready to embrace the changes that the HFSS legislation will bring and will ensure that we work in partnership with our retailers to continue driving category growth.

“With an extensive programme of reformulation across our market leading portfolio and a focus on driving nuts growth, we are confident that our portfolio will continue to delight and excite consumers as well as driving retailer sales. At KP Snacks, we are passionate about doing the right thing by our consumers, by providing people with healthier options to enjoy as part of a balanced and healthy lifestyle. However we are equally committed to driving our taste brands which our consumers know and love, so will continue to offer shoppers choice with our leading brands such as McCoy’s and our Hula Hoops core range.”

Outside of offering healthier products, KP Snacks is also looking to inspire people to get active through a multi-year sponsorship of The Hundred, an action-packed, 100 ball cricket competition.