Halewood International, the UK’s leading independent drinks manufacturer and distributor has launched a range of Crabbie’s Nuts to the On Trade and Take Home market as an extension of the highly successful Crabbie’s brand in partnership with Sun Valley.
Crabbie’s Nuts will be the first diversification from alcohol for the brand, forming part of an innovation programme which is set to reveal more new Crabbie’s products before the end of the year.
Targeted at the Crabbie’s consumer – 25 – 45 year old men and women, the launch of Crabbie’s Nuts aims to capitalise on the £57million branded nut market and in particular the growth in premium branded nuts.
Crabbie’s Nuts will offer a range of three premium flavours including, Crabbie’s Luxury Ginger Spiced Dry Roasted Peanuts and Cashews, Crabbie’s Luxury Nut Mix with Lime Pickle Flavour and Crystalised Ginger pieces and Crabbie’s Luxury ‘Raj Mix’ – A rich blend of nuts, Indian Noodles, Ginger spiced Peanuts and dried fruits. The unique flavours with ginger at the essence will create a point of difference within the category challenging other brand leaders in the premium snacking sector.
In the On Trade two flavours – Crabbie’s Luxury Ginger Spiced Dry Roasted Peanuts and Cashews and Crabbies Luxury ‘Raj Mix’ – will be available in 50g, displayed around the bar on clip strips retailing at 75p. The Take Home market will offer all three flavours in 90g sharing bags retailing from £1.29 to £1.69.
As part of the wider campaign – Crabbie’s Nuts will be supported by Crabbie’s Alcoholic Ginger Beer National TV campaign, which started in November, as well as sampling, POS, joint promotions and consumer PR.
Richard Clark, Head of Innovation at Halewood International comments: “Entering the snacks category was the clear strategic choice for extending the brand beyond the UK alcoholic drinks market. Crabbie’s Ginger Nuts offer a quality range of snacking products containing ginger spices and fruits to produce a particularly mourish flavoured product for bars and at home, a natural occasion linking drinking and nuts.
“The Crabbie’s brand is already a credible player within the ginger category since its successful launch of Crabbie’s Alcoholic Ginger Beer in 2008, the first diversification of the Crabbie’s brand since 1801.”
Jonathan Barr, Sun Valley adds: “The snacking category has experienced a 3.1% rise to £2.4bn, with the key drivers being Branded Nuts and Premium offerings, both of which Crabbies fulfils. The Nut category traditionally suffers from a lack of Brand investment.
Crabbies Nuts seeks to address this in combining superior quality products, with category leading brand support. Crabbie’s Nuts have already secured listings within Asda and Waitrose in the Take Home market and launch to the On Trade Channel in two weeks.”