Can you give us an overview of the KP brand? How is it performing?
KP has been delivering delicious, high-quality nuts since 1953. In the last 70 years, we’ve become the UK’s number one nut brand and the nation’s favourite. 2022 was one of the most successful years yet for the brand, now worth £87.1m and growing +3.8%1.
What’s happening with the brand?
We’ve been developing our offer, delivering more products for more occasions and tastes with a wide-ranging portfolio. Last year we developed both format and flavour innovation.
Flavour Kravers is perfect for evening sharing, available in punchy flavours including Flamed Grilled Steak and Smokin’ Paprika. The range has already amassed £2.5m in sales2 and we’ve just added Sour Cream & Chive.
We brought KP Snack Packs to market, a multipack of perfectly portioned packs from our classic range in well-loved KP flavours, Salted, Dry Roasted and Salt & Vinegar.
The launch of KP Nut-tastic aimed to appeal to health-conscious consumers looking for a tasty natural snack for on-the-go occasions. KP Nut-Tastic medleys are available in Pinch of Salt and Fruit & Nut Mix and have driven nearly £1m of sales3.
We’ve also used our strength and scale of brand to raise awareness of our partnership with Movember and encourage people with testicles to check their nuts.
KP has been supporting Movember for a number of years. What are you doing this year?
We’ve proudly supported Movember for four years and this year we’re focussing on Testicular Cancer Awareness Month in April.
We’re producing limited edition packs and donating 10p for every pack bought, totalling a donation of £50k.
And we’re doing something totally different by launching our first ever retailer focussed video campaign, starring six members of our SnacKPartners retailer forum. Our campaign will feature across retailer media channels, with retailers delivering advice on the importance of people checking their nuts. Our ultimate aim is to break taboos and get retailers talking about their health.
What are you hoping to achieve with the campaign?
Testicular cancer is the most common cancer amongst young people with testicles, but highly treatable and highly curable when discovered early. Retailers are busier than ever, and we want to remind them to look after their health. By partnering with Movember for Testicular Cancer Awareness month we’re hoping to raise awareness of the issue and get retailers to prioritise their own health and wellbeing.
Word of mouth is hugely important and influential amongst retailers, so we wanted to create a memorable and influential campaign to make a real difference and remove the stigma attached to talking about testicular cancer.
Any future plans we should know about?
The nuts category is hugely popular and growing, worth £348.7m and growing at +2.4%4, As the nation’s leading nut brand, we want to grow the reach of the category to attract new customers and drive an increase in consumption.
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