KP Snacks announces popchips Veg Vibes range

KP Snacks’ flagship Better for You brand, popchips, has today (18) announced the launch of a new product range, popchips Veg Vibes.

Classically popped not fried, the light and crunchy snack made of chickpea, rice, and sweet potato comes in two flavours: Sriracha, and Sea Salt & Balsamic Vinegar, which have been especially designed to meet bold flavour notes shoppers are looking for in the brand which recently moved to No. 2 Better for You Brand in the Crisps, Snacks and Nuts (CSN) category[1] with growth in popchips sharing (+17.3% YTD[3]) contributing to this.

Insights show that plant-based eating trends are becoming increasingly more prevalent, with more consumers actively choosing veg diets, with 46 per cent of 25-44 year olds believing plant-based eating is healthier and 38 per cent that it’s better for the environment[2]. popchips Veg Vibes has been created to drive greater penetration of popchips and drive appeal amongst younger and more health-conscious shoppers.

“This is our second biggest initiative of 2021 for popchips following our new TV campaign and we are excited to be bringing this unique product to market as we think consumers are really going to love it," said Zoe Cashin-Howe, Marketing Controller at KP Snacks.

“We know that a snack should taste great and be made of the good stuff, so we’ve used intense flavours to make this vegetable-based snack truly pop. We look forward to introducing this highly differentiated product and seeing our ‘Better for You’ range grow.”

popchips Veg Vibes will be available in 85g sharing and 23g singles formats. popchips recently debuted on TV for the first time ever with a £2.3M marketing investment. The launch of popchips Veg Vibes also follows the introduction of a brand new look and feel for popchips which was launched at the end of 2020 giving the brand a more modern look and feel.

Alongside the new pack design, KP Snacks also reduced popchips' brand packaging, saving an estimated 23 tonnes of material, the equivalent of over five million fewer packs per year.

[1] Nielsen Scantrack 12w/e 27.03.21

[2] IGD Shopper Vista Veganuary report Feb 2020

[3] Nielsen Scantrack 27.03.21