KP Nuts Targets Men With Flavoured Range

By Godsell, Melanie

United Biscuits is launching a range of KP nuts in traditional crisp flavours, aimed at young men.

The KP Big Nuts range, which will include Hickory Smoked BBQ, Cheddar & Onion and Red hot Chilli variants, will he rolled out in muhiplesand in the on-trade from next month.

Packaging for the line, which was designed by Springetts, features hold graphics and a bright colour palette. The dominant colour used for each variant has been chosen to reflect the flavour, while the large typeface is in tended to emphasise the size of he peanuts in the packs.

According to United Biscuits, 40% of KP’s sales occur in the Christmas period; it has previously used design shops Sonoco and Ziggurat to create festive packaging.

It is thought that the introduction of KP Big Nuts is an attempt to bolster the brand’s year-round sales in the nuts sector, of which it is market leader.

Last year, United Biscuits launched a premium range of KP nuts that included Cracked Black Pepper, Mild Indian Spices and Vine Ripened Tomato flavours. These joined its existing original Salted, Dry Roasted, Honey Roast, Salt & Vinegar, Pistachios and Cashews offerings.

KP is ranked number 11 in the bagged-snack sector, although sales fell 3.4% from 32.7m to 31.6m in the 52 weeks to October 2006, according to ACNielsen. The total crisps, savoury snacks and nuts market was worth 1.83bn in the year to October 2006, a 2.1% increase on the previous year.

The KP brand was established in 1953 and bought by United Biscuits UK in 1968.

KP Nuts: range of flavours traditionally associated with crisps

Copyright Haymarket Business Publications Ltd. Feb 28, 2007

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