KETTLE® Chips and Metcalfe’s skinny popcorn® can help Wholesalers to win in the Big Night In

The sharing snacks category has become increasingly important thanks to the popularity of the Big Night In, and within convenience sharing is the only growth sector in snacking, +9.6% in value sales over the last year. On sharing occasions, such as the ‘Big Night In’ we find consumers want to treat themselves, and their guests, and look for products to create a feeling of ‘specialness’ in their home environment. The occasions are often focussed around a games or movie night, watching a film, sporting event or popular TV programme, and when people get together with friends and family, KETTLE® Chips, the UK’s no.1 hand cooked crisp and top 3 sharing brand, is often their first choice as a premium snack. KETTLE® Chips should therefore be the must-stock premium sharing snack for wholesalers.

For more price sensitive retailers, Kettle Foods offers a range of smaller price marked sharing bags to tap into the sharing category which is the number one growth sector in the convenience market. The 100g bags are perfect for targeting the Big Night In occasion. They are price marked at £1.29 and combine the strength of a top 3 sharing snack brand with the value proposition of a smaller pack format. The following popular seasonings are offered both in KETTLE® Chips 150g sharing bags, and also for more price sensitive areas in 100g price marked packs. A shift to more dietary consciousness amongst consumers is something which has led to the whole KETTLE® range becoming Gluten free as of this summer, to satisfy those who can’t eat gluten and also those who choose not to.

Whatever the occasion, the range of flavours available provides something to suit everyone.

For consumers seeking lighter snacking options for their cinema at home occasions, the Kettle Foods’ portfolio now includes Metcalfe’s skinny popcorn®. Metcalfe’s skinny® is worth £12.4m per annum and is purchased by more households than any other premium popcorn. It provides wide appeal and is therefore well suited to bring in new consumers to the category.

Ideal for settling down in front of a film, all Metcalfe’s skinny® offerings are made with the very best butterfly popcorn, without artificial flavours and colours, and contain fewer than 115 calories per serving. Known for innovation, Metcalfe’s skinny® first brought Sweet ‘n Salt popcorn to the UK market 7 years ago and were the first in the category to launch a Cinema Sweet variant in January 2016. Striving to reduce sugar continues to be a key consumer trend and the Cinema Sweet innovation uses a sweetening blend including stevia leaf extract to deliver 67% less sugar than the average sugar content of sweet popcorn. With only 93 calories per serving it provides a point of difference for those seeking a lighter snack with the added benefit of a lower sugar content.

How to grow sales

Snack sales within wholesalers can be improved by changing the layout in depot to be category specific making it easier for retailers to shop for their crisps, snacks and popcorn i.e. Standard, Premium and Healthy. Kettle Foods provides free POS to flag premium bays and highlight the different KETTLE® and Metcalfe’s pack formats. In addition we recommend off shelf displays, siting complementary products together targeting the Big Night in. Putting our sharing bags of chips and popcorn alongside alcohol or soft drinks is a great way to up sell customers, driving retailer trial and adding value to the category.