More

    KP Snacks announces popchips Veg Vibes range

    KP Snacks’ flagship Better for You brand, popchips, has today (18) announced the launch of a new product range, popchips Veg Vibes.

    Classically popped not fried, the light and crunchy snack made of chickpea, rice, and sweet potato comes in two flavours: Sriracha, and Sea Salt & Balsamic Vinegar, which have been especially designed to meet bold flavour notes shoppers are looking for in the brand which recently moved to No. 2 Better for You Brand in the Crisps, Snacks and Nuts (CSN) category[1] with growth in popchips sharing (+17.3% YTD[3]) contributing to this.

    Insights show that plant-based eating trends are becoming increasingly more prevalent, with more consumers actively choosing veg diets, with 46 per cent of 25-44 year olds believing plant-based eating is healthier and 38 per cent that it’s better for the environment[2]. popchips Veg Vibes has been created to drive greater penetration of popchips and drive appeal amongst younger and more health-conscious shoppers.

    “This is our second biggest initiative of 2021 for popchips following our new TV campaign and we are excited to be bringing this unique product to market as we think consumers are really going to love it,” said Zoe Cashin-Howe, Marketing Controller at KP Snacks.

    “We know that a snack should taste great and be made of the good stuff, so we’ve used intense flavours to make this vegetable-based snack truly pop. We look forward to introducing this highly differentiated product and seeing our ‘Better for You’ range grow.”

    popchips Veg Vibes will be available in 85g sharing and 23g singles formats. popchips recently debuted on TV for the first time ever with a £2.3M marketing investment. The launch of popchips Veg Vibes also follows the introduction of a brand new look and feel for popchips which was launched at the end of 2020 giving the brand a more modern look and feel.

    Alongside the new pack design, KP Snacks also reduced popchips’ brand packaging, saving an estimated 23 tonnes of material, the equivalent of over five million fewer packs per year.

    [1] Nielsen Scantrack 12w/e 27.03.21

    [2] IGD Shopper Vista Veganuary report Feb 2020

    [3] Nielsen Scantrack 27.03.21

    Latest

    Kitwave Group acquires 130-year-old delivered wholesaler

    Kitwave Group plc, the delivered wholesale business, has acquired...

    ‘Easter spending to rise as more Brits intend to celebrate’

    UK consumers are set to spend £1.9 billion this...

    Deposit Return Scheme to be delayed further

    Launching the government’s flagship recycling scheme in 2025 is...

    Sharp’s announces off-trade launch of Offshore Pilsner

    Sharp’s Brewery has announced the national off-trade launch of...

    Don't miss

    Kitwave Group acquires 130-year-old delivered wholesaler

    Kitwave Group plc, the delivered wholesale business, has acquired...

    ‘Easter spending to rise as more Brits intend to celebrate’

    UK consumers are set to spend £1.9 billion this...

    Deposit Return Scheme to be delayed further

    Launching the government’s flagship recycling scheme in 2025 is...

    Sharp’s announces off-trade launch of Offshore Pilsner

    Sharp’s Brewery has announced the national off-trade launch of...

    Highland Spring’s new flavoured still water range

    Highland Spring is entering the flavoured still water category...

    Sharp’s announces off-trade launch of Offshore Pilsner

    Sharp’s Brewery has announced the national off-trade launch of its Offshore Pilsner, as the Cornish brewer celebrates 30 years of success. Building on Offshore Pilsner’s...

    Highland Spring’s new flavoured still water range

    Highland Spring is entering the flavoured still water category to meet the growing consumer need for high-quality tastier drinks with the launch of its new...

    Fruit-tella expands chews range with new Berries & Cherry Stick

    The world’s second largest sugar confectionery manufacturer, Perfetti Van Melle, has expanded its ever-growing range of chews with the brand-new Fruit-tella Berries & Cherry...