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April 2021
KP SNACKS LAUNCHES BRAND NEW RANGE, KP KRUNCH MIX
Available in two different flavours and bringing crunchy to a whole new level
KP Snacks has today announced a brand new range, KP Krunch Mix, a delicious snack made up of a unique combination of peanuts, mini crunchy corn snacks, and coated peanuts.
‘Krunchy on so many levels’, the new product comes in 105g sharing packs, and is available in two great-tasting flavours, Sour Cream & Chive and Texas BBQ. With a crunchy texture and flavours that pack a punch, KP Krunch Mix looks to drive excitement by hitting both taste and texture notes that shoppers desire, and in doing so, allow nuts to compete with other mainstream sharing snacks.
The No.1 CSN category driver is taste, and Krunch Mix provides bags of flavour in an exciting differentiated product format. The new product hits the market as KP’s new brand campaign KPow! goes live on TV, driving mass brand appeal and further demonstrating KP’s wider strategy and commitment to driving its great taste credentials.
With sharing occasions for nuts continuing to grow (+22% YoY[1]) and younger consumers in the nuts category over-indexing in bold flavours[2], Krunch Mix is perfectly positioned to capitalise on sharing occasions while attracting new younger shoppers to the category.
Ilan Arkin, Marketing Controller, KP Snacks says: “KP is the UK’s number one nuts brand, but we know there is room to increase consumption, and having both taste and texture excitement is the key to winning more of these sharing moments. Mainstream dairy flavours such as Sour Cream and Chive currently do not have a major presence in nuts within the UK market, so we are really excited to be introducing a range which brings these popular flavours into nuts, while still offering a great crunchy texture experience”.
From April 26th, KP Krunch Mix will be available in sharing packs with an RRP of £2.50.
Launched nearly 70 years ago, KP Nuts is the UK’s leading nuts brand. It is worth £80.4m RSV and is growing in value +22.8%[3].
[1] Kantar WPO February 2021
[2] Kantar WPO January 2021
[3] Nielsen Scantrack 27.02.21
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