KP Snacks today announces the launch of a new media investment to promote its KP Flavour Kravers range. The new campaign spotlights the latest Flavour Kraver variants: Crunchy Coated Aromatic Thai Chilli and Crunchy Coated Katsu Curry.
With a strong presence across social media and OOH channels, the campaign will run from the end of March until mid-May and follows the launch of the two new coated Flavour Kraver products in September last year. Delivering the bold and punchy flavours shoppers expect from the Flavour Kravers range, the new variants provide an irresistible crunch to satisfy shoppers’ snacking cravings.
The new campaign will improve penetration of the KP Flavours range, while driving awareness of the exciting new coated flavours. Continuing the “Kick back with a pack” messaging, the campaign seeks to capitalise on the growth of Big Night In occasions. KP Flavour Kravers cater to evening sharing occasions with dynamic and innovative flavours that tempt consumers. Available in 130g sharing bags, Flavour Kravers coated variants tap into the success of the CSN Sharing segment which is growing +13%[1].
Jenny Blanco Barcia, Marketing Manager at KP Snacks, says, “We are excited to be launching a media campaign promoting the new coated KP Flavour Kraver products. Known for its unique and bold products, the KP Flavour Kravers range has performed strongly since launch and this campaign will help to further drive brand penetration.“
Worth £98.1m and growing in value +12.6%, KP Nuts is the UK’s number one nut brand[2]. With a 25.1% share of the Nuts segment, KP is more than 5 times the size of the nearest branded competitor[3]. Alongside the coated variants, the original KP Flavour Kravers range includes tasty products: Flame Grilled Steak, Smokin’ Paprika nd Sour Cream & Chive.
[1] Nielsen IQ, Total Coverage, Total Value MAT 27.01.24
[2] Nielsen IQ, Total Coverage, Total Value MAT 27.01.24
[3] Nielsen IQ, Total Coverage, Total Value MAT 27.01.24
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