PepsiCo is launching a new range of coated peanuts inspired by some its most renowned snack brands, helping retailers tap into the growing opportunity in nuts.
The That’s Nuts line-up is set to hit shelves this July, bursting with the iconic flavours of known and loved crisp brands including Walkers Salt & Vinegar and Smoky Bacon, Doritos Chilli Heatwave and Flamin’ Hot, Wotsits Really Cheesy and Walkers MAX Paprika.
The segment has seen strong growth in recent years], but there is headroom to drive this further, as some shoppers perceive existing nuts products to be bland and boring.
Recognising the need to shake up the segment to accelerate its growth, PepsiCo’s latest launch aims to appeal to this broader range of consumers to drive greater expansion and sales – from crisp buyers and loyal brand fans to regular nuts purchasers and new shoppers.
The range will be available in 160g packs that are perfect for the sharing occasion, when taste and treats are particularly important for consumers - whether it’s a night in with loved ones or a party with friends and family.
With nuts accounting for around one-third of growth in the crisps, snacks and nuts segment during the festive period, That’s Nuts is also the perfect way for retailers to drive further seasonal growth.
Alongside this, the launch of a 40g variant under That’s Nuts Walkers Salt & Vinegar and Smoky Bacon will support sales in the lunchtime, on-the-go and licensed snacking occasions.
Ed Orr-Ewing, Marketing Strategy and Operations Senior Manager at PepsiCo comments, “Flavoured nuts are predicted to be worth over £200M in retail by 2030, and we have seen shoppers increasingly on the hunt for bold and exciting new flavours across the savoury snacks categories.
"That’s Nuts brings these two trends together in one delicious range that we believe will help retailers drive further incremental sales.
“Our ambition for That’s Nuts is to rewrite what flavour means in the segment and turn our new, innovative range into a category growth engine. And consumers agree: 88 per cent of snackers say they’re eager to try That’s Nuts, making it one of our most anticipated innovations in recent years.
"This initial consumer feedback gives us confidence that the launch will inject some much-needed excitement and refreshment into the market to ultimately drive sales.”
That’s Nuts is set to roll out across the grocery, convenience, wholesale, discounters and away from home channels from 16th July.
Hitting the market with a base RRP of £2.75 per 160g and £1.75 for promotions, the 40g SKUs with have an RRP of £1.00.
The launch will be supported by bold in-store activations across the grocery channel to drive awareness and trial, whilst also being set for a starring role in PepsiCo’s 2025 festive campaign later in the year.