Can you please give an overview of your brand
KP Snacks’ Heritage portfolio brings together a diverse range of much-loved, fun brands that resonate with consumers looking for great taste and everyday value snacks across a wide range of occasions. Spanning Nik Naks, Skips, Discos, Wheat Crunchies, Space Raiders and Roysters, the portfolio offers consumers a point of difference, with unique snacking experiences through a variety of tastes and textures with a broad range of price-points to suit a variety of pockets.
How is your brand currently performing?
The portfolio performs strongly across the market, with sustained growth driven by consumer loyalty, the growing demand for nostalgia and insight-led NPD. Nik Naks is a standout performer, growing ahead of the overall CSN category. Over the past four years, the brand has nearly doubled in size1, securing its place as a top 20 brand.
That momentum is reflected across key segments, particularly in Price Marked Packs, where our brands continue to resonate with shoppers seeking great value in difficult economic conditions, and quality they can trust. Discos is showing strong growth in PMPs, up +5.8 per cent MAT2, supported by the return of the much-loved Pickled Onion flavour last year after a 20-year absence from shelves.
Meanwhile, Space Raiders continues to capitalise on demand for nostalgic, tasty and affordable snacks, growing +19 per cent3 over the past five years. Wheat Crunchies is also delivering impressive results, up +16 per cent in PMPs and +9.5 per cent in the Eat Now segment4, demonstrating its broad appeal across occasions.
Photo: Handout
How is the market currently performing?
Bagged Snacks is an important and resilient category, now worth over £5.3bn and growing ahead of other impulse sectors5. The category represents a critical opportunity for retailers to grow sales by tapping into key consumer trends.
As cost-of-living pressures continue to influence consumer spending, we’re seeing shoppers gravitate towards products that they recognise and trust, and our Heritage range delivers on this with great value products that bridge the gap between nostalgia and relevance.
Do you have any new product development?
Our NPD strategy is always to deliver the right flavours in the right formats to capitalise on consumer trends and boost retailer sales. We’ve had two massive launches for the Heritage portfolio recently which are perfectly positioned to reinvigorate the category and attract new shoppers.
We’re turning up the heat with the launch of Nik Naks Xtra Hot ‘N’ Fiery, the brand’s boldest, spiciest flavour yet. Available in a £1.35 PMP from 23rd March, the new variant builds on the success of Nik Naks’ Nice ‘N’ Spicy and taps into the growing consumer appetite for hotter flavours, with spicy crisps accounting for over 10 per cent of total category sales.
In March, Skips Salt & Vinegar flavour makes a welcome return, after a decade. Available in Grab Bag and £1.35 PMP, it taps into the strength of classic flavours, with Salt & Vinegar remaining the fourth largest flavour segment in the category.
Photo: Handout
How are you supporting your brand and NPD?
Our Heritage portfolio is getting a boost with a major on-pack promotion in partnership with NOW That’s What I Call Music, live now until 10 May 2026. The promotion spans PMP and Grab Bag formats across Nik Naks, Skips, Discos, Wheat Crunchies, Space Raiders and Roysters, giving shoppers the chance to win thousands of cash and music-themed prizes.
By aligning with the iconic NOW brand, we’re tapping into the consumer appetite for nostalgia, reinforcing the appeal of our trusted, household-favourite brands. We’re also engaging retailers directly through a dedicated wholesale competition, with a total £25,000 prize pot for retailers.
How important are independent retailers to your brand?
Independent retailers are central to the success of our Heritage brands and we are committed not only to delivering the familiar snacks our consumers love but also to providing retailers with the right products and NPD to drive their sales.
Our Heritage portfolio remains a key part of core Bagged Snacks ranging and plays a critical and enduring role in driving category growth within the Convenience & Impulse channel.
We’re excited to be giving our valued retailer partners a chance to win their share of a £25,000 prize pot through our latest incentive with NOW That’s What I Call Music. Retailers will also have access to free, themed POS materials, helping to drive visibility and sales in-store.
Photo: Handout
What trends are occurring in the sector?
We’re seeing a number of key trends shaping the CSN sector, particularly around value, reassurance and nostalgia. Value for money remains a major driver of shopper behaviour, with 73 per cent of snack shoppers saying it is a key consideration when making purchasing decisions6.
Alongside this, nostalgia is playing an increasingly important role. 78 per cent of shoppers say they are looking for the snacks they enjoyed as children7, with familiar, well-loved brands offering a sense of comfort and reassurance. This emotional connection is proving especially powerful as consumers seek reliable, recognisable brands when making everyday purchases.
Our Heritage portfolio capitalises on these trends by bringing together iconic brands that generations of shoppers love and trust. By offering a wide range of formats and price points, from 50p PMPs through to £1.35 PMPs, the portfolio is well positioned to meet the growing demand for value-led, great-tasting snacks across the convenience and impulse channel.
Describe your brand in three words …
Iconic. Trusted. Timeless.
Notes
[1] NielsenIQ, Total Coverage. MAT P8 August 2025
[2] NielsenIQ, Total Coverage. MAT P13 December 2025
[3] NIQ 52 w/e 6 September 2025
[4] NielsenIQ, Total Coverage. MAT P13 December 2025
[5] NielsenIQ, Total Coverage. MAT P13 December 2025
[6] EY Newsroom May 25
[7] Spark Shopper research, March 2025