KP Snacks today announces the launch of Nik Naks Xtra Hot ‘N’ Fiery, delivering the brand’s spiciest, boldest flavour yet. The new product will be available in stores from 23rd March, launching in a £1.35 Price-Marked Pack (PMP).
Building on the success of Nik Naks’ popular Nice ‘N’ Spicy variant, the launch of Xtra Hot ‘N’ Fiery expands the range to meet growing demand for punchier, hotter flavours in Bagged Snacks. The new flavour promises a truly fiery kick as one of the hottest products on the market, while also delivering on the unique and iconic Nik Naks shape and texture that consumers know and love.
Spicy flavours continue to perform strongly, with 51 per cent of UK consumers stating they enjoy spicy food, and spicy crisps accounting for over 10 per cent of total category sales, growing year on year. Nik Naks Xtra Hot ‘N’ Fiery also taps into the success of spicy flavours within the PMP format, representing the largest flavour profile in PMPs and the third largest in Impulse overall. Meanwhile, the new product also leverages the strength of Nik Naks as the sixth biggest CSN brand in the key £1.35 PMP format.
“Nik Naks is a well-loved brand within CSN, and we’re excited to be expanding the range with the launch of Xtra Hot ‘N’ Fiery,” said John McDougall, Senior Brand Manager, Heritage Portfolio. “The launch builds on the brand’s reputation for big, bold flavours, delivering an extra hot, fiery taste that responds to growing demand for spicier snacks. With spicy remaining one of the most popular flavours in the category and PMPs playing a key role in impulse purchasing, this new product offers retailers a critical opportunity to drive sales.”
Nik Naks Xtra Hot ‘N’ Fiery £1.35 PMP will also feature as part of the recently launched Now That’s What I Call Music on-pack promotion running across £1.35 PMPs and Grab Bags for KP Snacks Heritage Brands including: Nik Naks, Skips, Discos, Wheat Crunchies, Space Raiders and Roysters. Live now until 10th May, the promotion gives shoppers the chance to win thousands of cash and music-related prizes, with a £25,000 retailer incentive running across PMP cases.
Worth £47m, Nik Naks is growing in value, with the latest launch following the release of Tangy 'N' Cheesy last year.