KP Snacks pushes under 100 calorie products with new Penn State multipack and campaign to promote Skips and Hula Hoops Puft

KP Snacks has launched their popular Penn State pretzel snack in a new multipack format which will be available in store from 15th October. The launch comes as part of a burst of activity to promote KP Snacks’ under 100 calorie snack range, which includes a £500,000 campaign heroing the health credentials of Hula Hoops Puft and Skips from the 10th September.

KP Snacks’ latest insights report revealed that 39% of people who snack look for a healthy product (Mintel 2018), while 54% of shoppers agree that a smaller sized pack enables them to control their calorie intake (MAT IRI 18/06/17). In response to the growing demand for healthier snacking options and smaller packs, KP Snacks is launching new Penn State multipacks. The multipack contains six 22g packs of their delicious baked pretzels, offering 86 calories and 93 calories per pack for the Salted and the Sour Cream and Chive flavour respectively. Penn State is the number one pretzel brand in the UK. Loved by 1.6m UK households, the brand is currently worth £7.7m and growing at an impressive +10.7% (Nielsen data to 11.08.18).

In addition to this launch, KP has invested in a media campaign this month to highlight its 71-calorie Skips and Hula Hoops Puft products, supporting retailers to drive growth within the healthy snacking occasion. The campaigns will appear across outdoor media and in a number of targeted publications throughout September and October including Stylist, Cosmopolitan and Slimming World Magazine. The eye-catching creative includes a prominent 71 calorie claim, which is amongst the lowest offering in the snacking market.  It also highlights the enjoyable light texture and delicious flavour of both products

With the highest purchase rate by customers buying for health reasons compared to competitors, Hula Hoops Puft is one of the lowest calorie snacks on the market. Puft is a light and crispy puffed hoop. All four flavours, including the latest Sweet Chilli flavour, are in the Top 15 best-selling better-for-you multipacks. The campaign is expected to drive further growth for Hula Hoops Puft, which following a successful £1.5m media campaign at the beginning of the year, is currently worth £7.5m in RSV and growing at an amazing rate of +20.8% YOY.

Meanwhile, Skips is recognised by consumers for its iconic melty texture and taste. A new pack design, which highlights its low-calorie count, has been created to drive awareness of its permissibility factors whilst still driving a taste message. Now worth £22m in RSV, Skips continues to achieve sustained growth, currently growing at an impressive +16.5% YOY.

Vijay Bhardwaj, Head of Marketing (Family Brands) said: “We want to raise consumer awareness of the healthier snacking choices that are available to them but without compromising on flavour.  Our portfolio offers consumers choice, and meets the demand of every snacking occasion. It includes 23 products that are 100 calories or fewer per pack but Skips and Hula Hoops Puft are our hero healthier options with just 71 calories per pack. With the addition of our new Penn State multipacks, we’re growing our offering in this area even more, meeting rising demand for portioned snacks which fit with a busy lifestyle and can be enjoyed on the go.”