PepsiCo is launching a range of coated peanuts inspired by some its most renowned snack brands.
The new That’s Nuts line-up is set to hit shelves from 16 July, boasting the iconic flavours of much-loved crisp brands including Walkers Salt & Vinegar and Smoky Bacon, Doritos Chilli Heatwave and Flamin’ Hot, Wotsits Really Cheesy and Walkers Max Paprika.
PepsiCo believes there is still much scope in the nuts category, while admitting some shoppers perceive existing products to be bland and boring.
Recognising the need to shake up the segment to accelerate its growth, this latest launch aims to appeal to a broader range of consumers to drive greater expansion and sales - from crisp buyers and loyal brand fans to regular nuts purchasers and also new shoppers.
The range will be available in 160g packs perfect for the sharing occasion. With nuts accounting for around one-third of growth in the crisps, snacks and nuts segment during the festive period,
That’s Nuts is also the perfect way for retailers to drive further seasonal growth. Alongside this, the launch of a 40g variant under That’s Nuts Walkers Salt & Vinegar and Smoky Bacon will support sales in the lunchtime, on-the-go and licensed snacking occasions.
Ed Orr-Ewing, marketing strategy and operations senior manager at PepsiCo, said: “Flavoured nuts are predicted to be worth over £200m in retail by 2030, and we’ve seen shoppers increasingly on the hunt for bold and exciting new flavours across the savoury snacks categories. That’s Nuts brings these trends together in one delicious range we believe will help retailers drive further incremental sales.
“Our ambition for That’s Nuts is to rewrite what flavour means in the segment and turn our new, innovative range into a category growth engine. Initial consumer feedback gives us confidence that the launch will inject some much-needed excitement and refreshment into the market to ultimately drive sales.”
The That’s Nuts range is set to roll out across the grocery, convenience, wholesalers and discounters with a base RRP of £2.75 per 160g and £1.75 for promotions, while the 40g packs have an RRP of £1.
The launch will be supported by bold in-store activations across the grocery channel to drive awareness and trial, whilst also being set for a starring role in PepsiCo’s 2025 festive campaign later this year.
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