KP Snacks reformulates popchips range to be non-HFSS

KP Snacks today announces the launch of its newly reformulated non-HFSS popchips portfolio. Appearing in stores as part of a phased roll-out, the entire popchips range, which includes the classic favourites Sea Salt, Sea Salt & Vinegar, Barbeque and Sour Cream & Onion, has been reformulated ahead of legislation being introduced in October.

Already a beacon brand in healthier snacking, the new non-HFSS popchips portfolio will be free from restrictions on location, helping to drive sales for retailers by offering a permissible snack that does not compromise on big flavour.

The phased roll-out of the non-HFSS popchips range follows KP Snacks announcing its HFSS strategy earlier this year. The popchips portfolio joins the growing count of non-HFSS KP Snacks products including Tyrrells Lightly Sea Salted and the Hula Hoops Puft Range.

Product cases of non-HFSS popchips, alongside all non-HFSS KP Snacks products, will be stamped with an improved non-HFSS flash. The new KP Snacks non-HFSS stamp features clear messaging which reads, ‘This non-HFSS product can be merchandised anywhere in store’, making it easier for retailers to arrange and replenish non-HFSS stock.

“popchips is a leading brand in the healthier snacking segment and its non-HFSS reformulation across the range cements this position," said Trading Director Matt Collins. "At KP Snacks, reformulation plays a key part of our comprehensive HFSS strategy and we are proud to be supporting retailers in this way as they adjust to upcoming legislation. By the time HFSS laws take effect, over 100 of our SKUs will be non-HFSS”

Worth £42.5m and growing in value +24.6 per cent, ahead of the overall healthier CSN category, popchips has contributed 58 per cent of growth in the segment. popchips is rated as the number one ‘Better for You’ bagged snack brand within sharing and is suitable for vegetarians and vegans. With a third less fat than the market leader, health and flavour credentials have driven the brand’s appeal to date.