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October 2022
KP Snacks rolls out festive Christmas packaging for Tyrrells brand
KP Snacks today announces the launch of brand new, limited edition Christmas packaging for its premium snack brand Tyrrells. Rolling out from October, the fun and festive packaging will feature across sharing bags of the top 5 Tyrrells flavours: Lightly Sea Salted, Mature Cheddar & Chive, Sea Salt & Cider Vinegar, Sweet Chilli & Red Pepper and Veg Crisps with Sea Salt.
Designed to engage shoppers, the festive packs feature the familiar and well-loved Tyrrells characters with a cheerful Christmas twist as they wear paper crowns, Santa and elf hats, or carry gifts with big bows.
The limited edition packs are perfect for capitalising on Christmas sharing occasions. Worth £1.4bn[1], Sharing is the largest segment in CSN, and sharing packs see a 74% increase in purchase over the Christmas period versus the rest of the year[2] as shoppers prepare for celebrations with family and friends.
The festive Tyrrells packaging also features an on-pack flash highlighting the 25% plastic packaging reduction made across the range earlier this year as part of KP Snacks’ ongoing commitment to reducing its impact on the environment. KP Snacks also recently rolled out new and improved Tyrrells Veg Crisps, bringing crunchier textures and more vibrant colours to deliver its best ever vegetable crisp.
Amy Heap, Tyrrells Marketing Manager, says: “Over the Christmas period, shoppers are willing to spend more on higher quality CSN products and Tyrrells crisps are the perfect premium option to tempt shoppers to trade up. With taste and quality at the heart of the Tyrrells offering, our limited-edition packs deliver a special and flavourful snacking experience, perfect for all sharing occasions this festive season.”
“CSN is a critical category to back at Christmas, with a value of £328m in December 2021, up from £300m the year before. Retailers should be sure to broaden their offering with premium options alongside familiar favourites to capitalise on the Christmas opportunity.”
Tyrrells products are currently purchased by over 6m households. The brand has a 13.1% share of Premium Crisps and Snacks with value sales growing in the sharing segment[5]. With an impressive 91 Great Taste Awards across the range, Tyrrells is the perfect brand to cater for those memorable sharing occasions.
[1] Nielsen IQ, Total Coverage, Total Value MAT 13.08.22
[2] Nielsen IQ, Homescan Survey, 2019
[3] Nielsen IQ, Bagged Snacks, Total Value 13.08.22
[4] Kantar WPO 14.06.20
[5] Nielsen IQ, Bagged Snacks, Total Value 13.08.22
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