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KP Snacks’ Pom-Bear returns to TV with new media investment

Pom-Bear TV ad featuring a father and daughter enjoying snacks

Pom-Bear Cheese and BBQ flavour packaging

Andy Marino
By Andy MarinoFeb 27, 2025
Andy Marino
Andy was born in London just in time to see England win the World Cup, and much later began his career in academia, gaining a PhD in American Literature and lecturing at several universities, including Maryland and Gothenburg in Sweden, and pursuing a sideline in sheep-farming before moving back to London and becoming a literary agent and TV documentary-maker (working for various broadcasters and making series such as the BBC’s Monsoon Railway, set in Bengal). He has written several biographies, including the Second World War story American Pimpernel, and became the official biographer of India’s Prime Minister (then Chief Minister of Gujarat) publishing Narendra Modi, a Political Biography (Harper Collins). Andy joined Asian Media Group in 2018, his first “proper” job, and has been there ever since, believing that, while trade journalism might not save the world, it might just save journalism.
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KP Snacks’ well-loved bear-shaped snack, Pom-Bear, is back on TV this month.

With a new media investment, Pom-Bear has returned to TV for six weeks, driving brand awareness. First launched in September 2024, the engaging ad captures a playful moment between a father and daughter as they enjoy a pack of Pom-Bear, tapping into the brand’s fun, family-friendly identity and encouraging parents to enjoy light-hearted moments with their children.

Featuring the tagline, “Put a little Pom in your Day,” the creative is designed to boost awareness of the brand which was expanded last year with new Cheese and BBQ flavours. Following the advert’s first run last year, the brand saw strong growth, up +17 per cent YOY.

“At Pom-Bear, we believe in adding a little fun to every day with great-tasting snacks," said Rachel Horrell, Senior Brand Manager at KP Snacks. "We’re thrilled to see the brand returning to TV with an advert that reflects the joy of family snacking occasions, continuing to improve brand awareness. The advert has been really well received by consumers, creating a sense of warmth and happiness which has driven an uplift in sales.”

Pom-Bear is worth £35m and growing ahead of total bagged snacks.

kp snackspom beartvrachel horrellrachel horrell kp snackspom-bear cheese and bbq flavourssnack advertising on tvpom-bear yoy growth

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