KP Snacks has announced the launch of a major new on‑pack promotion in partnership with NOW That’s What I Call Music, supporting the growth of its Heritage portfolio of crisps. Running from 15 February to 10 May 2026, the campaign offers shoppers the chance to win thousands of cash and music‑related prizes, while driving excitement in the Convenience & Impulse channel with a £25,000 retailer incentive.
The promotion will run across KP Snacks’ Heritage portfolio of Price Marked Packs (£1.35) and Grab Bags (RRP £1.15) from the Nik Naks, Skips, Discos, Wheat Crunchies, Space Raiders and Roysters ranges, tapping into the brands’ shared sense of nostalgia. Retailers will also have the chance to win cash prizes through a dedicated wholesale competition featured on PMP cases, with a total cash pot for retailers, of £25,000.
Tapping into the consumer appetite for nostalgia, the partnership aligns the iconic NOW brand with KP Snacks’ trusted, household‑favourite portfolio. The campaign will also be featured on the new Heritage brand SKU: Skips Salt & Vinegar, adding further excitement to the fixture.
The KP Snacks Heritage portfolio is a strong performer, totalling sales of over £220m YTD. With 78 per cent of shoppers seeking nostalgic products they enjoyed as children, the promotion is designed to help retailers meet the combined demand for familiar brands that deliver on taste, excitement and that nostalgic feeling.
“Our Heritage brands continue to play a vital role in the Impulse channel, offering shoppers the trusted favourites they love at price they can rely on,” said John McDougall, Senior Brand Manager for the Heritage Portfolio, KP Snacks. “Partnering with NOW is a perfect fit for our distinctive and fun range of much loved brands which bring that nostalgic feeling, while continuing to deliver quality that people keep coming back for. With thousands of prizes up for grabs featuring exciting new product launches, this campaign is designed to drive real engagement and help retailers maximise sales.”
The promotion will be easy to access, with a QR code on all relevant product packaging. Shoppers will be able to enter the details, learning instantly if they’ve won a prize. The campaign will also be supported through the addition of free themed point-of-sale materials, to drive visibility and encourage participation across both retail and wholesale.