August 2013

Out of this world sales with NEW range from Phileas Fogg

The new six-strong range is the biggest ever launch for KP Snacks and brings Exciting Taste Experiences from Around the World into store.

The range includes six delicious flavour combinations of taste and texture, from around the world, such as Phileas Fogg Cool Sour Cream and Onion flavour Mexican Style Taco Rolls.

Developed as a result of extensive market research into the flavour and product preferences of mainstream consumers who shop for sharing snacks, insights show that two-thirds of shoppers are looking for a consistent taste experience, while a third are looking for provenance. Overall, shoppers are looking for something ‘a little bit different’ to provide an interesting taste hit when sharing and enjoying snacks with others. Sharing is a clear area of opportunity for retailers, currently worth £722m and growing at +9. With a third of value sales incremental to the snacking category, the Phileas Fogg sharing range offers retailers something new and exciting for their snacking fixture – a real point of difference for shoppers and the opportunity to grow their snacking sales.

The full range, discovered on the travels of Phileas Fogg across the globe, includes:

• Mexican Style Taco Rolls – Cool Sour Cream and Onion (190g)
• American Style Bubble Chips – Louisiana Sweet and Smokey BBQ (150g)
• Indonesian Style Crackers – Aromatic Spice and Sweet Chili (100g)
• American Style Bubble Chips – Cheese and New York Deli Relish (150g)
• Mexican Style Taco Rolls Nacho Cheese and Jalapeño (190g)
• Italian Style Corn Chips – Pesto and Red Pepper (150g)

The launch is being supported with a £3.2m marketing investment, including TV, video-on-demand, 6-sheet outdoor advertising and a targeted digital and social media campaign that engages with consumers in an active and receptive environment.

Leading the campaign are two brand new, disruptive and engaging TV adverts which will appear alongside popular programmes on ITV, E4, Channel 4 and Channel 5. The ads hero two of the new products – Cool Sour Cream and Onion flavour Mexican Style Taco Rolls and Louisiana Sweet and Smokey BBQ flavor American Style Bubble Chips – and feature characters such as a Mexican wrestling cat and a dancing Alligator from Louisiana to bring to life the unique taste experience that Phileas Fogg offers. The creative highlights that these products are much more exciting and interesting than every day crisps, proudly proclaiming at the end that ‘They’re NOT crisps… they’re Phileas Fogg’.

Exclusively for the convenience and impulse channel, two new £1 price-marked-packs –

Cheese and New York Deli Relish flavour American Style Bubble Chips and Aromatic Spice and Sweet Chili flavour Indonesian Style Crackers ––are available through wholesale and cash and carry, enabling impulse retailers to offer customers visible value for money on this new product.

George Johnston, Marketing Director, KP Snacks said:

“Research shows that consumers who shop for sharing snacks are looking for something genuinely different from traditional snacks and flavours. With six new exciting and interesting flavours and textures, this range provides shoppers with the perfect sharing snack solution.

Our new Phileas Fogg range delivers a step-change in category innovation and with a significant investment behind the products, including two TV creatives, outdoor advertising and digital support, this presents a fantastic growth opportunity that retailers should stock up on to take full advantage of.”

Key Facts

New sharing range for Phileas Fogg
Six new products:

• Mexican Style Taco Rolls – Cool Sour Cream and Onion (190g)
• American Style Bubble Chips – Louisiana Sweet and Smokey BBQ (150g)
• Indonesian Style Crackers – Aromatic Spice and Sweet Chili (100g)
• American Style Bubble Chips – Cheese and New York Deli Relish (150g)
• Mexican Style Taco Rolls Nacho Cheese and Jalapeño (190g)
• Italian Style Corn Chips – Pesto and Red Pepper (150g)

RRP £1.99
Available now
Supported by a £3.2m campaign, including TV, outdoor and digital
£1 PMP available through wholesale and cash and carry