KP expands portfolio with Flavour Kravers
PEANUT fans looking to inject a little more flavour into their night in have additional choices, thanks to the latest launch from KP Snacks.
The firm has unveiled a new KP Flavour Kravers range, available in three variants: Flame Grilled Steak, Smokin’ Paprika, and Fiery Caribbean Jerk Sauce.
Available in 140g sharing packs with an RRP of £2.50, the new range initially launched in Asda and Sainsbury’s last month, with a wider rollout scheduled.
KP Snacks is supporting the launch with a £150,000 marketing investment in PR and social media activity – inviting consumers to ‘awaken their inner Flavour Kraver.’
Jenny Blanco Barcia, marketing manager at KP Snacks, said: “We know that across CSN, taste is the number one category driver and our KP Flavour Kravers range has been created to bring deliciously bold new flavours to the Nuts segment.
“The new range capitalises on the growing trend of meaty and spicy flavours to drive interest from consumers and fuel an exciting snacking experience, whilst bolstering sales for retailers.”
“KP is the UK’s number one nuts brand, performing particularly strongly as a mainstay of the in-home sharing occasion.
“We know there’s room to grow consumption, particularly amongst young adults, with a unique range that appeals to flavour cues traditionally associated with other mainstream sharing snacks.”
KP Snacks reckons its latest launch should appeal to younger consumers in particular.
The firm highlighted Kantar data which found sharing occasions for nuts have grown in popularity, up 9.1% since 2019, with younger consumers in the nuts category over-indexing in “bold flavours.”
This latest launch also comes at a time of growth for KP nuts. Nielsen Scantrack figures for the year to 4 December 2021 recorded £82.8m of value sales for the brand and value sales growth of 7.2%.