With so many new products, promotions, innovations and media campaigns in the crisps and snacks category this summer there’s lots for retailers and consumers to get their teeth into!
SLR takes a look at some of the latest products and promotions to get shoppers excited with this summer…
Collision course for Doritos
Doritos, the number one tortilla chip brand in the UK [Nielsen, May 2018], is shaking up the savoury snacks category with the launch of a unique snacking experience: Doritos Collisions, a combo of two bold flavours in one bag. The new range is coming to the UK after its storming success in the US and Canada.
The range is available in two varieties – Guacamole & Habanero Chilli and Honey Glazed Ribs & Lemon Blast – delivering two contrasting colourful tortilla chips paired with two different but complimentary flavours in one bag.
The new range is available now with an RRP of £1.99/162g and £1.00/72g, and the launch will be supported with a high profile TV and digital ad campaign later this year.
KP adds options
KP Nuts, the UK’s favourite and best-selling nuts brand, is launching KP Sweet Chilli Cashews and KP Sharing Nuts Mixes. The lines tap into the better-for-you trend and the growth of cashews as the second biggest nut type
Providing a natural source of fibre and protein, KP Cashews are also available in Salted and Honey Roast. With an RRP of £3.20, the entire range has been re-launched in stand-up packs to support visibility on shelf and provide differentiation from their successful range of peanut products.
The company is also launching KP Sharing Nut Mixes to its on-the-go range which sold over three million packs in their first year. The new 120g sharing formats of their KP Fruit & Nut Protein Mix and KP Orange Nut Fudge Energy Mix (RRP £2.69), will bring scale to the growing segment of nut mixes.
The new KP Sweet Chilli Cashews, KP Cashews stand up packs and KP Sharing Nuts Mixes will be available from 15th July and will be supported with a £2m summer campaign, which will include TV, Out of Home and social and digital.
Pepsico and Bestway gear up
Bestway Wholesale and Pepsico have teamed up to offer Bestway customers the opportunity to win a brand-new van in an exclusive promotion to drives sales within the savoury snacks category.
The promotion features an exclusive prize draw to win a Renault Kangoo van, a year’s free insurance and £100 worth of Walkers products. To enter retailers only have to purchase three cases of qualifying Walkers products including standard, Big Eat and multi-pack formats.
The promotion will run to the end of August and will include depot activation, an omni-channel marketing campaign including email, text messaging, customer brochures and heavyweight presence on Bestway’s web platforms from the beginning of June.
Walkers 70th celebrations
Walkers has kicked off a programme of activity to celebrate its 70th birthday by inviting the British public to celebrate with a multi-channel campaign, including two new TV adverts.
The brand is back on TV with an ad to thank the British public for their continued support over the past seven decades.
Celebrations are already underway with a packaging refresh of the core Walkers range that added the message, “Celebrating 70 years of the nation’s favourite”. In addition to this, six limited edition flavours have been rolled out – Coronation Chicken (1950s), Roast Lamb & Mint (1960s), Cheese Fondue (1970s), Chicken Tikka Masala (1980s), BBQ Rib (1990s) and Sweet Chili (2000s) – which are inspired by the nation’s favourite tastes over the decades.
Give something back with Walkers
Alongside the new TV commercial and packaging refresh, as part of its 70th birthday celebratory campaign Walkers recently thanked convenience retailers for their loyal and continued support with an exclusive competition that encouraged them to join forces with their local communities and maximise the celebrations.
By uploading an image of their Walkers 70th birthday displays in-store, retailers had the chance of winning a store make-over and celebration that allowed local residents to share in the fun and excitement of the momentous occasion.
Spar revamps own label range
Spar Brand has relaunched its crisps and snacks range with seven new lines and a fresh new design for the entire range. An all-new range of party mix snacks and pretzels joined the Spar Brand snacks portfolio, as well as two new impulse variants.
Sour Cream & Chive Party Mix, Salt & Black Pepper Party Mix and Salted Pretzels (PMP £1) are the new additions to Spar Brand’s sharing bags, which are currently growing by 13%.
Spar Brand’s premium hand cooked crisps have also been redesigned to highlight their top-tier quality. A new on-trend variant, Pulled Pork Hand Cooked Crisps, will replace the Salt & Vinegar variant while the Lightly Salted Tortillas and Prawn Crackers have been redesigned too. Cool Tortillas have been replaced by Spar Lightly Salted Tortilla Chips to reflect market trends.
Meanwhile, Nacho Cheese Bites and Sticky BBQ Rib Bites (PMP 39p) will join the Spar Brand impulse snacks range, to capitalise on the trend for American-style flavours.
The new range has been rolled out to Spar stores, backed by marketing support including PoS, Spar Radio, social media and digital activity.
- Independent retailers looking to maximise on the opportunity the summer season presents should take learnings from the grocery channel and consider dual-siting and dedicated displays to make shopping as simple as possible and boost impulse sales – 1 in 20 shoppers buy crisps, snacks and nuts from a display and 32% of shoppers purchased on impulse as they saw it and were tempted.
- Ensure you are stocking the core range from each key supplier to cater for all consumer needs, as core products represent 99% of sales versus NPD.
- Dedicated fixtures and promotional offers that advertise the barbeque occasion will make shopping easy and are a good way to drive impulse purchases. 28% of shoppers purchased on impulse as the product was on promotion.
- Encourage trial and boost cross-category buying amongst shoppers by positioning nuts and crisps in the Beers, Wines & Spirits aisle, for example. Retailers should capitalise on the insight that 71% of alcohol occasions include a snack [HIM, 2017] and 46% of crisps, snacks and nuts are bought with a soft drink [Kantar].
- Retailers should implement more than one site of best-sellers at high footfall areas of the store
- Retailers should look to drive in-store impulse purchases through displaying and stocking the best-selling SKUs, ensuring the promotions and PoS are in highly visible locations.
Virgin experiences with Walkers
Walkers has launched an on-pack promotion offering shoppers 25% off Virgin Experience Days over the summer period. The promotion will appear across the top five snack lines in the market: Walkers Quavers, Wotsits, Monster Munch, Squares and French Fries multi and single-serve packs.
This exclusive discount is available with every pack and can be used to purchase something for everyone– from open air cinema trips, to a segway experience. The on-pack promotion will run until 14th October 2018, giving retailers the opportunity to drive sales of these popular and iconic snacks throughout the summer.
To enter, shoppers need to visit the promotional site stated on the back of their promotional pack to register for an instant unique code. The code then allows them to book any Virgin Experience Days activity of their choice and receive a 25% discount at checkout. With over 2,000 activities to choose from, consumers will be spoilt for choice.
The launch of the Walkers and Virgin Experience Days partnership will be accompanied by major in-store support.
Seabrook goes low fat
Seabrook Crisps is boosting its portfolio with a low fat ‘With a Twist’ range. The yellow pea base is popped and twisted for a flavour full, guilt free crunch. Available in Sundried Tomato & Basil and BBQ flavours, the crisps have 80% less fat than normal crisps, and are just 77 calories and 1g fat per 20g serving, offering health conscious consumers an exciting new option for lighter snacking.
With A Twist is also gluten free and vegetarian friendly, in keeping with the rest of Seabrook’s portfolio.
With A Twist will be available in 80g sharing bags (RSP £1.79). 20g bags have been developed to meet identified demand within on–the-go. The brand is supporting the launch with a targeted trade and digital advertising, shopper marketing, social media activity and a consumer PR campaign including blogger and influencer outreach.
Intersnack buys Tyrrells
KP Snacks owner the Intersnack Group is to acquire Tyrrells, Inc. and its global portfolio of better-for-you, premium snack brands from The Hershey Company and its subsidiaries for an undisclosed sum.
The Tyrrells business includes a Head Office and two manufacturing sites in the UK, along with US manufacturing capabilities, the Aroma Snacks business in Germany and Yarra Valley Snack Foods in Australia.
Mark Thorpe, CEO of KP Snacks, says: “Tyrrells is an iconic brand with a big personality that has performed well both in the UK and international markets. This acquisition is a fantastic opportunity for us to add premium hand cooked crisps to the KP business and a brand which further increases our capability in the sharing category. We can now offer our consumers and customers a total savoury snacking category portfolio.
The transaction is subject to approval by the regulatory authorities.
Hula Hoops unveils Flavarings
Hula Hoops has added new Flavarings in response to consumer preference for bigger, bolder and full on flavour products. Flavour is the number one purchase driver for Crisps and Snacks, leading the brand to launch Hula Hoops Flavarings which incorporate the iconic hoop shape and are crispy and light with a melt in the mouth texture. Available in two intense family favourite flavours, Tangy Cheese and Salt & Vinegar, the new product is launching in a 90g sharing format and a £1 PMP.
