KP Snacks rolls out festive Christmas packaging for Tyrrells brand


KP Snacks announced today the launch of new, limited-edition Christmas packaging for its premium snack brand Tyrrells. Rolling out from October, the fun and festive packaging will feature across sharing bags of the top 5 Tyrrells flavours: Lightly Sea Salted, Mature Cheddar & Chive, Sea Salt & Cider Vinegar, Sweet Chilli & Red Pepper and Veg Crisps with Sea Salt.

The festive packs feature the familiar and well-loved Tyrrells characters with a cheerful Christmas twist as they wear paper crowns, Santa and elf hats, or carry gifts with big bows.

The limited edition packs are perfect for capitalising on Christmas sharing occasions. Worth £1.4bn, Sharing is the largest segment in CSN, and sharing packs see a 74 per cent increase in purchase over the Christmas period versus the rest of the year as shoppers prepare for celebrations with family and friends.

The festive Tyrrells packaging also features an on-pack flash highlighting the 25 per cent plastic packaging reduction made across the range earlier this year as part of KP Snacks’ ongoing commitment to reducing its impact on the environment. KP Snacks also recently rolled out new and improved Tyrrells Veg Crisps, bringing crunchier textures and more vibrant colours to deliver its best ever vegetable crisp.

“Over the Christmas period, shoppers are willing to spend more on higher quality CSN products and Tyrrells crisps are the perfect premium option to tempt shoppers to trade up,” said Amy Heap, Tyrrells Marketing Manager. “With taste and quality at the heart of the Tyrrells offering, our limited-edition packs deliver a special and flavourful snacking experience, perfect for all sharing occasions this festive season.

“CSN is a critical category to back at Christmas, with a value of £328m in December 2021, up from £300m the year before. Retailers should be sure to broaden their offering with premium options alongside familiar favourites to capitalise on the Christmas opportunity.”

Worth £57M RSV and growing +3 per cent MAT in the UK, Tyrrells products are currently purchased by over 6m households with its main shoppers falling within the 45yr+ ABC1 category. The brand, with an impressive 91 Great Taste Awards across the range, has a 13.1 per cent share of Premium Crisps and Snacks with value sales growing in the sharing segment.