KETTLE® introduces new packaging

Already famous for a simple approach to good food through our leading range of handcooked chips, KETTLE® has now introduced a new look across the entire range.

Whilst the new packaging retains the distinctive colours that help consumers quickly find their favourite flavour, KETTLE® has been made more prominent, moving to a central position on the front of pack which enhances visibility on shelf. The new designs provide added vibrancy and impact and are the first phase of a relaunch which introduces a more contemporary feel. The flavour descriptors are more informal yet bolder, incorporating hints of the ingredients in the typeface, for example the ‘i’ in Balsamic is in the shape of a vinegar bottle! In addition, the updated back of pack now shows the key product messages in a new infographic.

The new packaging combines KETTLE’s premium positioning with a fun and lighter feel, designed to strengthen the appeal of chips made with real food ingredients and bring pleasure to a wider audience.

Sharing is a key growth trend in the snacking category, driven by the increasing popularity of the Big Night In occasion. Brexit concerns and economic instability are encouraging more consumers to swap expensive restaurants for nights in with friends and family.