KETTLE is the UK’s number one hand-cooked crisp1 and must-stock premium snacking brand for convenience retailers. This spring a new range of price marked packs is being launched to target the growing sharing snacks market. Priced at £1 per bag and available in the most popular KETTLE seasonings, the new offering combines the brand strength of the top premium sharing brand and the value proposition of a smaller pack format.
The sharing category is the number one growth sector within convenience crisps & snacks, up by 13.3% year on year2, thanks to the popularity of the Big Night In and the huge choice of series that are now available on a streaming service. Entertaining in the home is clearly a growing trend thanks to the ‘finish off at home’ meal kits that are now available and the explosion in adult artisan drinks. On these occasions consumers want to treat themselves and KETTLE Chips is often their first choice as a premium snack.
As a result of this growing trend Kettle Foods is relaunching its range of smaller price marked sharing bags specifically for the Independent convenience sector. Available in Cash & Carry and Wholesalers, the new 80g bags are available in the top five selling seasonings of KETTLE Chips i.e. Lightly Salted, Sea Salt & Balsamic Vinegar, Sea Salt with Crushed Black Peppercorns, Mature Cheddar & Red Onion and Sweet Chilli & Sour Cream. To highlight that they are an affordable treat, and prompt trial, the bags are clearly price marked at £1.
Snacking is an impulsive category with 40% of purchases unplanned and 67% of decisions made in store. The new 80g range of KETTLE Chips is designed to prompt purchase, being highly noticeable at Point of Purchase, meeting consumer demand for value for money combined with a premium snacking experience.
Sarah Gibson, Kettle foods channel manager says “The new £1 range of KETTLE Chips is a great way to prompt trial and up trade consumers. We encourage convenience retailers to make the most of this opportunity, particularly during the busy World Cup and BBQ season when people across the country will be entertaining friends and family and looking for sharing snacks that offer real quality and provenance such as KETTLE Chips.”
In addition to the new Price Marked Packs, KETTLE sales will be boosted this spring by advertising support. The ‘Real Food Real Pleasure’ campaign is a significant £3m brand investment that communicates the unique taste benefits of KETTLE Chips in an engaging way, reinforcing the authenticity of KETTLE’s recipes which are developed by a chef in the kitchen, not by a technologist in a lab, a fact that is appealing to a large number of consumers.