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New non-HFSS products from KP Snacks hit the shelves

New non-HFSS products from KP Snacks hit the shelves
Andy Marino
By Andy MarinoMay 16, 2022
Andy Marino
Andy was born in London just in time to see England win the World Cup, and much later began his career in academia, gaining a PhD in American Literature and lecturing at several universities, including Maryland and Gothenburg in Sweden, and pursuing a sideline in sheep-farming before moving back to London and becoming a literary agent and TV documentary-maker (working for various broadcasters and making series such as the BBC’s Monsoon Railway, set in Bengal). He has written several biographies, including the Second World War story American Pimpernel, and became the official biographer of India’s Prime Minister (then Chief Minister of Gujarat) publishing Narendra Modi, a Political Biography (Harper Collins). Andy joined Asian Media Group in 2018, his first “proper” job, and has been there ever since, believing that, while trade journalism might not save the world, it might just save journalism.
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KP Snacks today announced the launch of its newly reformulated non-HFSS Tyrrells Lightly Sea Salted and non-HFSS Hula Hoops Puft range. The newly reformulated Hula Hoops Puft range includes tasty Salt & Vinegar, Salted and Grilled Beef flavours and the Tyrrells reformulation has targeted the premium brand’s number one SKU.

Both the reformulated Tyrrells flavour and the non-HFSS Hula Hoops Puft range are rolling out into stores this month, with Tyrrells available as non-HFSS in sharing, multipack and single bag formats. The roll-out of these non-HFSS products follows KP Snacks announcing its HFSS brand reformulation strategy earlier this year ahead of the introduction of new legislation in October.

The non-HFSS launches will be free from restrictions on location and promotion. Hula Hoops Puft and Tyrrells are perfectly positioned to support retailers in driving CSN sales as they adjust to the new regulations. Hula Hoops Puft is a consumer favourite, enjoying a loyal repeat rate of 60 per cent, and Tyrrells is a popular hand-cooked crisp brand with a 13.8 per cent market share of the premium snacking category.

The launch of the non-HFSS Hula Hoops Puft range is paired with a bold new packaging refresh, bringing an eye-catching design to these delicious and permissible snacks. The roll-out of the newly reformulated Puft range will be supported by a +£1.5m media campaign running from June to drive consumer awareness of the range and boost sales for retailers.

“We are delighted to be beginning the roll out of our non-HFSS products across our leading brands, with Tyrrells and Hula Hoops Puft just the latest," said Matt Collins, Trading Director at KP Snacks. "We are committed to supporting retailers as we approach the introduction of HFSS legislation in October and reformulating and launching tasty non-HFSS products is just one way we’re doing this.”

At under 75 calories per pack, Hula Hoops Puft is already one of the lowest calorie snacks in the market. Hula Hoops Puft is worth £10.7m and growing in value +11.4 per cent The Tyrrells brand is worth £57.3m and is growing in value at +6.6 per cent, with an impressive 90 Great Taste Awards to the brand’s name.

hfsshula hoops puftkp snacksmatt collinstyrrells

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