KP Snacks launches brand new ‘KP Flavour Kravers’ range

KP Snacks today announced the launch of KP Flavour Kravers – a brand new flavour platform within the KP peanut range. Launching in three delicious flavours: Flame Grilled Steak, Smokin’ Paprika, and Fiery Caribbean Jerk Sauce, nuts that really pack a punch with big, bold flavours.

KP is expanding its portfolio to capitalise on taste, the number-one CSN category driver. With consumers seeking out delicious and exciting flavours, KP says that these new products are perfect for evening sharing, the largest occasion within both nuts and sharing.

Younger consumers are significantly influenced by flavours when making purchasing decisions and the new KP Flavour Kravers look to drive sales in this demographic. With sharing occasions for nuts continuing to grow in popularity, up +9.1 per cent since 2019, and younger consumers in the nuts category over-indexing in bold flavours, KP Flavour Kravers is positioned to capitalise on sharing occasions while attracting new younger shoppers to the category.

Flavour Kravers are available in 140g sharing packs with an RRP of £2.50. The new range is supported by an £150k PR and social investment, encouraging consumers to “awaken their inner Flavour Kraver”.

“We know that across CSN, taste is the number one category driver and our KP Flavour Kravers range has been created to bring deliciously bold new flavours to the Nuts segment," said Jenny Blanco Barcia, Marketing Manager at KP Snacks. "The new range capitalises on the growing trend of meaty and spicy flavours to drive interest from consumers and fuel an exciting snacking experience, whilst bolstering sales for retailers.”

Launched nearly 70 years ago, KP is worth £82.8m RSV and is growing in value +7.2 per cent. Nuts are a higher value purchase compared to other CSN products where consumers are willing to spend more, in turn helping to drive basket spend for retailers.