KP Snacks debuts new look for Pom-Bear, launches new flavours

KP Snacks' iconic bear-shaped snack, Pom-Bear, is back with two new flavours- Cheese and BBQ. Hitting shelves in August, the new flavours are non-HFSS and will debut in Pom-Bear’s new modern packaging, supported by a brand new TV, radio and social campaign.

Back on TV for the first time since 2018, the new advert launches on 9 September and showcases a playful and charming interaction between father and daughter as they share a bag of Pom-Bear. The creative narrative uses Pom-Bear as a reminder to parents to tap into their inner child and connect with their kids in spontaneous playful moments.

The campaign's tagline, "Put a little Pom in your Day" is designed to resonate with consumers and highlight the brand's playful spirit, while driving awareness of the classic crisp brand and its new range.

Emma Smith, Pom-Bear Marketing Manager says. “At Pom-Bear we’re passionate about bringing joy and fun to lunchboxes with our adorable potato bears. That’s why we’re so excited not only to be launching our brand new above the line campaign but also our two new flavours, adding variety and excitement to lunchboxes and family snacking occasions.”

Both new flavours, BBQ and Cheese, will be available in multipack formats, with the Cheese also available in single packs. They join the already popular Original flavour in multipack format, with Pom-Bear now having products in the top three flavours across the family multipack segment. The perfect addition to any lunchbox, late summer picnic or mid-afternoon snack, these tasty new flavours are non-HFSS, vegan, gluten free and contain no artificial colours or flavourings.

Multipack is the second largest segment in the CSN category, worth £1.4 billion and growing at +5.5%. Pom-Bear is worth £32.7m and growing at +8.1% and is one of KP Snacks’ most popular family snacking brands.