April 2020

BUTTERKIST GETS THINGS POPPING WITH NEW NOW TV PARTNERSHIP

KP Snacks has announced a new partnership between the nation’s favourite popcorn brand, Butterkist and streaming service NOW TV. With a shared goal of enhancing the in-home sharing experience, the partnership offers consumers the perfect combination of entertainment and snacks, with a half price NOW TV Sky Cinema Pass offered with each purchase of Butterkist microwave popcorn.

Offering four irresistible microwave popcorn flavours, salted, sweet & salted, sweet and butter along with 1000s of blockbuster movies, the promotion aims to drive sales for retailers, whilst giving consumers another reason to choose Butterkist as their snacking choice for those key sharing occasions.

Kevin McNair, Marketing Director at KP Snacks, says: “While this initiative has always been part of our Butterkist plans, we are pleased to be able to offer our customers added value entertainment during this uncertain and stressful time. We have always been passionate about helping to create special moments of togetherness and are constantly looking for new ways to improve the in-home experience and time spent with family. While consumers are spending more and more time at home at the moment, family distractions are now ever more important whether it be movie night, game night or a BBQ as the weather improves”.

The Sharing segment is strong and growing. Worth £1.2bn, the largest within CSN, it is currently experiencing growth of +7.5%^[1].  38% of all convenience bagged snack sales are sharing ^[2].  At twice as large as its nearest branded competitor, Butterkist enjoys a market share of 35.1%^[3] and is the critical signpost to drive popcorn category growth.  The Butterkist brand is worth £44.8m RSV and growing in value +1.1%^[4].

The promotion will run until the end of November and is offered with any flavour Butterkist microwave popcorn 3x60g pack (RRP £2.00).

[1]  ^{Nielsen Scantrack 21.03.20}

[2] ^{Nielsen Total Impulse, MAT unit Sales, data to 25.01.20}

[3] ^{Nielsen  Scantrack 22.02.20}

[4] ^{Nielsen Scantrack 21.03.20}