The physics of crisps, snacks and nuts is defying gravity with seemingly infinite demand feeding ever-increasing sales, so it’s time to take advantage of this magical aisle
The UK is one of the biggest snacking nations in the world, giving the crisps industry the opportunity for innovation. This is great news for independent retailers, who are ideally suited to cash in on the grab-and-go occasion, and the festival and BBQ season now in full swing.
The popularity of PMPs and the craze for distinctive flavours have invigorated the crisps, snacks and nuts (CSN) category, making it more than ever a mainstay of convenience channel. Valued at over £4.37 billion and growing at a robust rate of 8 per cent [NielsenIQ, MAT 18.05.24], this category presents a critical opportunity for retailers to attract footfall and boost sales.
Despite economic pressures, brand innovation is hitting new heights, and the sector has remained buoyant. New trends and brand creativity have led to an increase of almost £1 billion in the UK’s crisps and snacks retail market over the past two years [Nielsen, 52w/e 24.02.24]. An impressive 96 per cent of consumers have enjoyed at least one snack product in the last three months [Mintel, 2024], although unit sales have only marginally increased by 1.6 per cent [Nielsen, 52w/e 24.02.24].
“The market for crisps, snacks, and nuts has shown remarkable stability despite inflation. This resilience is a testament to the innovation by snacking brands to update and diversify their offerings,” says Carol Saunders, head of insight at the Knowledge Bank, the business consultancy service launched by Scotland Food & Drink Partnership.
A resilient category
During economic downturns, the CSN category flourishes as shoppers seek affordable yet satisfying treats. The category prospers by catering to treat occasions, which now constitute 10.2 per cent of the top missions in convenience and independent (C&I) stores [Lumina, Q1 2023]. With one in five baskets in C&I stores containing a CSN product, and the bagged snacks segment growing ahead of total grocery at 16.4 per cent versus 7.2 per cent [Kantar, 12w/e 25.12.22], the potential for driving sales is substantial.
Tash Jones from Fairfields Farm highlights that this uptick, especially within the convenience retail sector, is driven by the ‘little luxuries’ appeal of quality snacks during at-home occasions and major sporting events. She reveals that Fairfields Farm crisps saw a 27 per cent increase in sales by the end of May, compared to the same period last year, showcasing the brand's robust performance amid the broader category’s success.
Matt Collins, sales director at KP Snacks, highlights their ‘25 to Thrive’ initiative which he says offers retailers a strategic advantage.
“Providing a core recommendation of SKUs to stock from multiple suppliers, the impartial category wide advice was developed to provide relevant and effective retailer support in response to the unprecedented challenges of recent years,” he explains.
Photo: iStock
The 25 recommended core CSNP products cater to priority trends of value reassurance, the role of well-loved brands, Big Night In occasions and on-the-go snacking with a range of formats running across the entire value spectrum.
With consumers looking for products which are considered to offer good value for money, Collins notes that the KP Snacks range offers the broadest portfolio of tasty snacks across all segments, with something for everyone and all occasions.
“From popcorn to nuts to pretzels and, of course, crisps, our range creates value and generates demand by meeting all consumer needs with a wide range of products delivered in all formats (singles, multipacks, sharing) up and down the value spectrum and to suit all pockets,” he says.
Notably, branded sales in C&I stores make up 92 per cent of sales (NielsenIQ, 31.12.22), and with KP Snacks offering trusted and recognisable brands like Hula Hoops, McCoy’s, KP Nuts, and Butterkist, alongside well-loved heritage brands including Skips, Discos, Wheat Crunchies and Space Raiders, Collins says these brands would ensure repeat purchases.
Turning trends into trade
Innovation is key to keeping the CSN category exciting. Collins says that KP Snacks’ NPD strategy is anchored in insight and delivered in a range of formats to bolster retailer sales.
“Shoppers are always looking for new and differentiated products and retailers can capitalise on this by stocking a strong core range with a complementary offering of NPD, creating variety and engaging shoppers,” he says.
In January, KP Snacks launched two new flavours of McCoy’s Epic Eats, Chip Shop Curry Sauce and Bangin’ BBQ. Available in a 45g Grab Bag format and £1.25 PMP, McCoy’s Epic Eats brings unique and tempting flavours to the category, designed to drive brand penetration.
They also recently launched popchips Hot & Spicy, bringing a kick to the healthier snacking segment. The new launch taps into the growing trend of spicy flavours to tempt shoppers.
Price Marked Packs (PMPs) have gained significant traction in recent years and Collins says the format will stay increasingly relevant as the cost of living remains high. With the PMP format worth over £350.3 million [NielsenIQ, MAT 25.10.23], 57 per cent of impulse shoppers opt for PMPs, and KP Snacks’ extensive PMP portfolio is growing ahead of the category at 16 per cent [NielsenIQ, MAT 18.05.24].
“Our smaller format PMPs include the UK’s number one best value brand, Space Raiders, in a 40p PMP, alongside classic heritage brands like Discos, Skips and Wheat Crunchies at 50p, and family favourites including Hula Hoops core range and Pom Bear at 65p,” Collins says.
“Meanwhile, we also produce four of the top five large PMP SKUs, with Hula Hoops Big Hoops BBQ Beef (the best-selling PMP on the market), McCoy’s Flame Grilled Steak, Nik Naks Nice ‘N’ Spicy and Nik Naks Rib ‘N’ Saucy areall available as £1.25 PMPs.”
Last year, KP Snacks expanded its PMP range with the launch of two new SKUs: KP Mini Chips Salt & Vinegar £1.25 PMP and KP Mini Chips Beef £1.25 PMP. Combining the popular format and classic KP Mini Chips brand, the launch has created a sense of nostalgia and excitement for shoppers.
Meal deals are an effective way to offer shoppers a good value for money option, making up 20 per cent of CSN promotional sales [Lumina, May 2022]. When buying food to go, 54 per cent are always on the lookout for a meal deal [Kantar] and treat-led food to go categories are growing, with CSN experiencing the highest change at 2.7 per cent [Lumina 12w, Nov 22 Vs previous].
“It's key that retailers offer the right core range in the right formats across categories to capitalise on the meal deal opportunity,” Collins says.
“Fifty-one per cent of lunch eaters say snack products make lunch more interesting and KP Snacks offers a range of tasty singles perfect for livening up lunch, from Hula Hoops Big Hoops BBQ Beef to McCoy’s Salt & Vinegar.”
As consumers lean towards more cautious spending, multipacks represent a great opportunity for retailers to capitalise on this growing trend. Multipack formats in CSN are growing in value 6.7 per cent [NielsenIQ, MAT 18.05.24]. Collins highlights that Hula Hoops and McCoy’s are both in the top three CSN multipack brands, with a 7.3 per cent and 5.8 per cent share of the segment respectively.
Keep healthier snacking front of mind
Health is a priority for shoppers and retailers alike, with the focus on healthier snacking growing in response to the introduction of HFSS legislation in October 2022. In the past year, the healthier snacking segment has grown rapidly at 3.6 per cent [NielsenIQ, MAT 18.05.24].
The Knowledge Bank’s Saunders notes that brands are increasingly focusing on healthier snack options, responding to a more health-conscious consumer base.
“This shift has led to a rise in low-calorie and other healthy products. Additionally, meat snacking brands are successfully targeting younger consumers with high-protein products through innovative branding, leading to significant increases in both value and unit sales,” she says.
According to Mintel’s 2024 market report and Levercliff consumer tracker survey, more than 50 per cent of consumers seek healthier versions of their favourites, and 61 per cent are looking for snacks made with alternative ingredients like chickpeas or lentils. Saunders highlights that, in Scotland, Nudie Snacks has capitalised on this trend by launching cauliflower crisps, targeting the high-fibre and high-protein snack market.
“Digestive wellness is another significant trend, with consumers seeking high-fibre products that promote satiety,” Saunders notes. “Lower-carb and natural ingredient snacks without added sugars have also seen a surge in popularity. There's a growing awareness of blood sugar levels, with consumers preferring foods that don't cause spikes in blood sugar or increase insulin production.”
Consumers are also showing a preference for "real food" products, which are minimally processed and free from unnatural ingredients, she adds.
Collins highlights KP Snacks’ extensive non-HFSS range, comprising more than 100 SKUs, which he says will help retailers to offer products that meet health guidelines while satisfying consumer demand. Through People and Planet, its responsible business programme, the business has committed to generating 55 per cent of its sales through non-HFSS products or products with 100 calories or less per pack by 2030.
“KP Snacks products currently account for a 25.5 per cent share of non-HFSS CSN products. Our extensive non-HFSS range delivers against our mission of providing ‘something for everyone’ with the entire popchips and Hula Hoops Puft ranges reformulated, alongside some Tyrrells and Penn State SKUs,” Collins explains.
Additionally, KP Nuts, exempt from HFSS legislation, appeal to health-conscious consumers with their nutritional benefits and broad flavour portfolio.
Meanwhile, Phil Gowland, commercial director at Whitworths, the leading brand in Dried Fruits, Nuts & Seeds, highlights the strong performance of the category, with an 8.9 per cent year-over-year increase in sales to reach £842m [Kantar 52w/e 12.05.24]. Gowland attributes this to the versatility of nuts and seeds, which are used across various consumption occasions, particularly breakfast.
“Along with seeds (and dried fruit), nuts - the non-flavoured, roasted or salted kind - are most commonly used at breakfast with 40 per cent of occasions usage, followed by evening meal, then daytime snacks. Although they’re most commonly used at breakfast, they’re only in 3 per cent of the UK’s 19bn breakfasts [Kantar, 52wk May 2024],” Gowland explains.
Despite their nutritional benefits, nuts and seeds are not yet part of the government's 5-a-day campaign, but Whitworths is advocating for their inclusion to help combat major health issues like heart disease and type 2 diabetes.
Whitworths’ new packaging places the spotlight on nuts and seeds as powerful sources of macro and micro nutrients – something deficient in most of the nation’s diets. Gowland says this could unlock millions of incremental usage occasions for the category, potentially revolutionising UK eating habits.
“Taste is still king in snacking, but health continues to rise up on consumers’ agendas as they look for more nutritious snack choices. Products such as nuts and seeds (and dried fruit), that are packed full of macro and micro nutrients, provide not only a delicious snack but also added health benefits,” he notes.
“Consumers also crave variety to keep their meals and snacks exciting and nuts, seeds (and dried fruit) can provide the versatility and variation to enhance any meal or snack.”
He urges retailers to ensure they have a strong core range of nuts, seeds and dried fruit to maximise the demand as more consumers adopt an increased usage for the benefit of their long term health.
“Retailers, along with wholesalers and the wider food industry, have an important role to play in promoting nutrient dense snacks such as nuts and seeds (and dried fruit). Increasing consumption of these foods will not only help maximise sales but also help contribute to the improved health of the nation,” he says.
Whitworths provides an accessible portfolio of high-quality products for consumers to access the category. The portfolio also spans multiple commodities and categories, which is unmatched by any other brand.
The brand has recently launched Whitworths Wondermix. There are three new snack packs and three new ingredient packs, each with a different health focus which can boost your body and overall vitality in a range of ways.
The Wondermix snacking range includes Wondermix Feel Strong:, a show-stopping nut mix featuring a dynamic trio of walnuts, lightly salted almonds and roasted wrapped cashews, Wondermix Think Sharp, a delicious mix of almonds, orange-flavoured cranberries, succulent apricots, and indulgent dark chocolate drops and Wondermix Fight Fatigue, an exceptional blend of almonds along with banana coins, strawberries and apple pieces.
In addition, Whitworths’s new packaging forms part of a category centric campaign, the biggest investment in the brand to date, that is designed to get consumers to reappraise nuts, seeds and dried fruit and drive further consumption.
Whitworths has also launched its first ever national TV campaign. This new ad, which heroes Wondermix, is the start of the brand’s £2.5m Tiny Power campaign which aims to get consumers to change the way they think about the category.
The integrated campaign also features a £1m investment into in-store activations from July and will be supported by PR and social activity along with disruptive stunts and experiential activations.
Snackification and meat snacking
The concept of snackification is gaining traction through innovative product development. Meat snacking brands have become store staples, successfully targeting younger male consumers and impulse buyers with tasty, well-marketed, and cleverly positioned pre- or post-workout snacks.
“Healthier snacking and protein has become mainstream with nearly one in three UK households buying ready to eat meat snacks. More shoppers are searching out high protein, tasty meat snacks as healthier alternatives to traditional crisps and confectionery,” comments Shaun Whelan, Jack Link’s convenience/wholesale and OOH controller.
With many shoppers seeing meat protein snacks as the best source of protein to give them energy for the whole day, he highlights Jack Link’s, which has more than tripled retail sales value over the last five years, as a good alternative to traditional crisps.
“The opportunity to unlock additional sales is huge. The jerky and biltong meat category has nearly doubled in value over the last five years and has the headroom to double again as still less than one in ten households buy it. High protein meat snacks is a high growth opportunity convenience retailers cannot afford to miss,” he says.
The jerky and biltong meat snacks category is one of the fastest growing categories in grocery with 8.2 per cent growth in value sales [Nielsen, MAT February 2024] and is now worth over £34m in retail sales value.
Jack Link’s has recently undergone a packaging re-design to meet the key drivers for meat snacks. The new packaging redesigns are modern, promote the high-quality aspect of the product and reflect category trends in craftmanship and functional nutrition benefits.
Whelan suggests merchandising the product with other bagged snacks, crisps and nuts.
“Dual merchandising of Jack Link’s is key to ensure shoppers can easily find their favourite brand on the main fixture. When merchandised alongside crisps, nuts and bagged snacks, Jack Link’s Beef Jerky offers customers a healthier option, encouraging them to trade-up. We also have clip strips available to prompt unplanned incremental purchases,” he says.
Whelan recommends making a permanent home for jerky and biltong meat snacks on the main fixture with other bagged snacks, and retailer Aman Uppal, of One Stop Mount Nod store in Coventry, attests to its impact.
“I’ve long been stocking Jack Link’s products and in April this year I was one of the first retailers in the UK to set up one of their new permanent display units to hang products in a secondary location in my store,” he says.
“Sales of Jack Link’s were already good in my store but over the next month, I saw a massive uplift of 400 per cent in sales across the three SKU’s and since then sales have continued to be positive – delivering me high growth and high profit.”
As shoppers will continue to look for value for money, while seeking out well-known that deliver on quality, Whelan says it is important to get the product portfolio right on shelf when looking to satisfy shoppers differing needs in taste, texture, quality and price.
“Jack Link’s is an excellent alternative snacking option as we are the number one brand in convenience. We continue to be the only brand in the sector to consistently increase consumer awareness. We continue to invest in the category unlike any other by building awareness and partnerships,” he stresses.
“It is increasingly important to time-poor shoppers looking for a tasty, convenient on-the-go snack to eat to be able to purchase healthier than traditional snacks.”
Jack Link’s Jerky and Biltong do not need to be refrigerated. Their long shelf life of 9 months minimises wastage, making them particularly good meat protein products to stock.
Besides Beef Jerky, Jack Link’s portfolio includes Biltong, and the recently launched Ham Snack, which brings new shoppers into the category as ham is one the nation’s most favourite meats. Made of 100% lean pork, Ham Snack has more than 50% protein.
“This range helps drive awareness of the wider jerky and biltong meat snacks category and are subsequently providing convenience retailers with another big opportunity,” Whelan says.
Going the whole hog, Matt Smith, marketing director for Tayto Group, the leading manufacturer of pork snacks, says the product is increasingly popular amongst consumers looking for high protein, low carb options.
With recent research showing that 29 per cent of pork snackers are looking to reduce their carb intake and 27 per cent want to increase their protein intake [Norstat, June 2022] Smith recommends contemporary pork snacks, such as Mr. Porky Crispy Strips and The Real Pork Co. Golden Crunch, as they deliver on taste with a rich flavour and crunchy texture.
“Meat snacks have long been a go-to solution for consumers looking for a high protein snack. Mr Porky Crispy Strips is rapidly gaining a loyal following, with 20.7g of protein and only 0.1g of carbs per 35g pack, Crispy Strips really is the protein-packed porky snack,” he says.
“They taste great too - proudly sporting a Great Taste award, consumers can be confident that it also delivers on crunch, taste and protein!”
Available in a range of formats including SRP and clip-strips (which are perfect to site near soft or alcoholic drinks), Mr. Porky Crispy Strips provide a great opportunity to drive high profit, VAT-free incremental sales.
Smith advises to displaying pork scratching type snacks prominently to drive incremental sales as, unlike other savoury snacks, scratchings are not ‘cupboard fill’ and are much more likely to be an impulse purchase and consumed on the day of purchase –with half eaten on the day of purchase vs less than 40% for other savoury snacks [Norstat, December 2023].
“Consumers are looking to save money by recreating the pub experience at home. Scratchings are the perfect partner to a drink and so, should be displayed with BWS and soft drinks as well as with crisps and snacks,” he explains.
“We’ve made this easy to do as the #1 brand Mr. Porky range of scratchings is available in SRP and clipstrips - and the #2 Midland Snacks Traditional Hand Cooked Scratchings is available on a pubcard or clipstrips - so there is a solution for every store - no matter how big or small.”
Spicing up the snack aisle
Becky Allan, marketing manager at Takis, says that bold and strong flavour choices are dominating purchase decisions.
“While planned purchases lend themselves to ‘weaker’ flavours, impulse purchase is where intense flavours, such as chilli and paprika, have their moment to shine [Takis X Good Sense Research, February 2024]. The ‘Need for Heat’ is not showing any signs of stopping, as 33 per cent of snackers are looking to explore new intense flavours in the category, suggesting a continued interest in spicy flavour profiles,” she comments.
Allan adds that the demand for bold flavour profiles is driven by younger shoppers in order to satisfy boredom and snacking urges that aren’t part of the weekly shop.
“Putting Takis on shelf is an opportunity for retailers to appeal to this audience, as Takis is a product ripe for the Gen Z market. They are the super-snacking generation who are on the hunt for foods that stimulate their senses. Brands are pulling out all the stops when it comes to this trend as there is huge demand within Gen Z when it comes to this flavour profile, driven by social media. The snacking brand went viral in the US first, and has since found online fame internationally, leading to its UK launch,” she notes.
The brand is broadening its distribution to include the independent and convenience sector from 1 August. In a UK first for the brand, Takis’ three SKUs will be available in PMP format via Booker Wholesale.
The expansion follows hot on the heels of a six-month stint exclusive to grocery. Fuego, Volcano and Dragon Sweet Chilli will be available in a 55g pack, price marked at £1.25.
To ensure longevity by driving repeat purchase alongside initial trial, Takis is employing a marketing campaign that reaches its key target audience, Gen Z. A significant investment has been injected into the brand’s UK&I launch to promote the brand across multiple touchpoints – owned social media, sponsored influencer content, and press.
Tash Jones from Fairfields Farm also points out the growing consumer preference for bolder, spicier flavors and in response, they have slightly tweaked its Sweet Chilli recipe to cater to this demand. Additionally, there’s a noticeable shift towards less ultra-processed foods (UPFs).
“This could well be an opportunity for the simplicity of hand-cooked crisps, but I wouldn’t like to overstate their health benefits,” she adds.
Fairfields Farm has launched their new Prawn Cocktail crisps in June this year, which Jones says “have been a bit of a phenomenon” and their “best-ever launch”. The business is supporting the launch with display solutions and digital advertising.
Fairfields Farm supports independent retailers with effective visual merchandising and ensuring product availability through an integrated supply chain, where they grow potatoes as well as make them into crisps. Jones emphasises the importance of maintaining high rate-of-sale (ROS) lines and occasion-led displays, particularly during major events when convenience shoppers are in a rush.
They have worked with a local co-operative chain, jointly preparing a promotional plan for this year that has seen sales increase fourfold over key periods this summer.
“Along with a promotional price, we discussed and agreed on the best off-shelf display possible to both maximise our reach and their £ per square foot. We’re very happy with the results,” Jones says.
The power of strategic retailer activations in the category has been exemplified by the Walkers' recent launch of Extra Flamin’ Hot into the convenience channel, generating excitement and driving significant sales.
“To launch Extra Flamin’ Hot into the convenience channel, we partnered with Cirkle and their Retailer Inner Cirkle, a collective of influential convenience store owners,” says Nic Storey, senior sales director, impulse and field sales at PepsiCo. “We set the channel alight with unmissable activation that has had retailers talking and shoppers hotfooting it to their local store for their first taste of the new flavour.”
Twenty retailers were selected and equipped with bespoke point-of-sale materials, displays, merchandise, and stock to champion the new range in their stores. The response to the launch was overwhelmingly positive.
“We saw some really positive engagement, with retailers reporting how quickly the products flew off the shelf – one retailer even claimed to have sold a case of stock in the time it took to build an FSDU!” Storey highlights.
He adds that PepsiCo continues to work closely with retailer partners to ensure sustained success for new product launches. “We continue to work with our retailer partners to ensure we help them deliver the very best activations to support new launches,” says Storey. This includes supplying tailored POS materials that help drive sales and enable convenience stores to compete with larger retail chains.
In addition to promotional support, PepsiCo provides ongoing category advice and assistance in merchandising ranges effectively.
The success of this launch demonstrates how strategic support and eye-catching promotions can significantly boost product visibility and sales in convenience stores, and this is best illustrated through the enthusiastic feedback from participating retailers.
“I have absolutely loved partnering with PepsiCo to bring the new Extra Flamin’ Hot launch to life,” said Natalie Lightfoot, who runs the Londis Solo Convenience store in Baillieston, Glasgow.
“From in-store and outdoor theatre, to taste tests and a supporting social media campaign, the activation has been unmissable and a real talking point within the community. In just ten days, we sold 101 packets of Extra Flamin’ Hot Wotsits Crunchy and 76 bags of Extra Flamin’ Hot Doritos!”
Aman Uppal, of One Stop Mount Nod in Coventry, added: “Extra Flamin’ Hot has been brilliant in store – the displays are so eye-catching and the product has a fantastic draw, and it has led to a real buzz amongst shoppers in store.
“I always say there are three critical factors to any NPD launch; one, initial availability; two, POS; three, delivering our message to consumers. PepsiCo have delivered this in abundance on EFH and this has enabled us to see sales boom already – in fact, I sold a case of product in the time it took me to build an FSDU. The first time this has ever happened!”
Shaking up the savoury biscuits category
The savoury biscuits category, currently valued at half a billion pounds, is poised for a significant transformation. Steve Monk, founder of Good Guys Bakehouse, believes the category has been neglected by market leaders for years, despite its potential to meet consumers' demand for healthier snacks.
“Right now, savoury biscuits is ripe for rejuvenation,” says Monk. “A new generation is heading to the aisle looking for wholesome and healthy options, yet they’re currently presented with little choice as the majority of savoury biscuits on the market are high in fat and calories.”
With 69 per cent of savoury biscuit shoppers snacking every day, there is a clear opportunity to introduce healthier options. Good Guys Bakehouse has embraced this opportunity, securing major retail listings and attracting younger, health-conscious shoppers. “We’re one of the very few brands over-indexing on younger, health-conscious shoppers,” Monk notes.
The issue for many shoppers, he says, is that savoury biscuits, crackers and crispreads seem wholesome, and healthy, but savoury snack biscuits tend not to be healthy at all. Good Guys Bakehouse addresses this gap in the market by offering healthier, snackable savoury biscuits that also taste great.
“Over the past 12 months, Good Guys Cheddar Biscuit Melts (which are baked with more cheese than the leading cheese biscuit brand but with only 5 calories per biscuit) have become one of the strongest brand launches in savoury biscuits for many years and we’re already established as a leading brand, outselling many products from the incumbent legacy brands,” Monk explains.
“Unlike many brands that spray flavourings and extra oils onto their snacks, we simply bake in real ingredients. This means our biscuits don’t just taste real, they’re lower in fat and calories too.”
With a quarter of savoury biscuit snackers pairing them with dips, there is a significant opportunity for growth. “Our Biscuit Melts are seriously snackable on their own, but they can also be a perfect partner for many dips and toppings,” Monk suggests.
Good Guys Bakehouse works with retailers to ensure biscuits are displayed close to dips to capture shopper attention and maximise shelf standout, as well as collaborating with partner brands on promotions.
The rise of ‘Netflix and chill’ has created a culture of sofa-grazing, where shoppers look for snacks they can enjoy at home without guilt. Monk says this trend is set to continue with a summer of sports and music ahead.
“Perfect for grazing moments on the sofa, our Cheddar and Peppered Melts are selling well, and we expect this to continue as we head into the Autumn with exciting plans for 2025,” says Monk.
Meanwhile, pladis, the global snacking company behind some of the UK’s most iconic brands, is set to transform the snacking landscape with a series of exciting new launches. These include the flavour-packed Jacob’s Bites aimed at sharing occasions, the indulgent McVitie’s Signature range tailored for evening snacking, the introduction of a limited-edition Flipz Cinnamon Bun flavour and a bold campaign settling the age-old Jaffa Cake debate.
Jacob’s Bites come in fully recyclable 125g boxes and are aimed at reinvigorating the category by showing that Savoury Biscuits can be both full of flavour and fun to share. Available in four popular flavour combinations – Mature Cheddar & Caramelised Onion, Red Leicester, Sweet Chilli & Sour Cream and Smoked Paprika – each box is filled with generously seasoned biscuits that have been oven baked to crispy, crunchy perfection, with no artificial colours of flavours.
“We have over 170 years of baking the nation’s favourite savoury biscuits under our belt, so we know a thing or two about using the best ingredients to create the tastiest savoury snacks,” says Asli Akman, marketing director, savoury, at pladis UK&I.
“We have spotted an unmissable opportunity to unlock further growth with a new range which will take Jacob’s beyond the cheeseboard and into brand new snacking occasions.”
With Brits snacking more than ever, there’s a significant opportunity for sharing, but Akman says existing Savoury Biscuits formats aren’t fit for purpose when it comes to these new snacking moments, which he cites as the reason for the category under-trading in almost two thirds of all savoury snack occasions.
“Presented in a fully recyclable cardboard box that’s made for sharing, Jacob’s Bites have a moreish light, crispy texture that makes them ideal for passing around among friends or family, whether hunkering down for a movie night in, picnicking in the park or looking for an on-the-go snacking solution,” he says.
The non-HFSS Jacob’s Bites range will be rolled out to convenience stores and wholesale depots from mid-August.
pladis is also enhancing its presence in the sweet biscuit sector with the launch of the McVitie’s Signature range. This indulgent trio includes McVitie’s Signature Caramel Chocolate Rounds, McVitie’s Signature Chocolate Caramel Biscuits, and McVitie’s Signature Chocolate Cream Swirls. Each product offers a luxurious, multi-textural snacking experience aimed at the afternoon and evening snacking, where the Sweet Biscuits category currently under-trades.
“Our research shows that shoppers are hungry for more choice and inspiration when it comes to evening snacking,” says James King, marketing director, McVitie’s, at pladis UK&I.
“Alongside more indulgent flavours, they’re looking for visually appealing treats and exciting textures, but this isn’t currently being fulfilled when it comes to biscuits. However, as the nation’s favourite and a staple in the biscuit tins of over three quarters of UK households, there’s no brand better to plug this gap and incite change than McVitie’s.”
The full McVitie’s Signature range is now available in Waitrose, with a wider rollout to other multiple retailers and convenience outlets to follow.
Pladis has also expanded its fast-growing ‘swavoury’ snack brand Flipz with a new limited-edition Cinnamon Bun flavour, set to appeal to shoppers on the lookout for innovative sharing snacks.
This new variant features the familiar crunchy and salty Flipz pretzels covered in a sweet cinnamon bun-flavoured coating. The launch aims to attract both existing fans and new consumers by tapping into the growing popularity of cinnamon products.
The UK consumption of cinnamon products has increased by 59.5 per cent since 2016, according to a 2022 UK market report by IndexBox, partly thanks to the growing popularity of bakeries that specialise in cinnamon buns. And the cinnamon products is forecast to grow at a CAGR of 14 per cent between now and 2027 [Market Data Forecast]
Available in sharing pouches, new limited-edition Flipz Cinnamon Bun Flavour launched in Co-op and NISA stores in June, before rolling out to further convenience retail and wholesale channels.
Lastly, pladis is also making headlines with a bold campaign to settle the age-old debate: is the Jaffa Cake a cake or a biscuit? Building on the launch of its new Jaffa Cakes Cola Bottle Flavour, the campaign features eye-catching out of home executions and social media films designed to end the debate once and for all. With humorous taglines like ‘Say biscuit one more time… we dare you’, the campaign reinforces Jaffa Cakes' identity while engaging a wider audience.
“Jaffa Cakes are a cupboard staple, and the cake vs. biscuit debate highlights how much people love them,” says Adam Woolf, marketing director, McVitie’s, at pladis UK&I. “The campaign taps into Jaffa’s distinctive heritage of boldness and boundary-pushing in its unapologetic way, while retaining its classic British humour roots.”
The crisps, snacks, and nuts category is buzzing with innovation and opportunity. Retailers have a unique chance to capitalise on the trends by stocking a diverse range of products that cater to evolving consumer demands. By embracing new flavours, healthier options, and engaging merchandising strategies, stores can drive sales and delight shoppers.
