PepsiCo is launching a new range of coated peanuts inspired by some of its most renowned snack brands.
The ‘That’s Nuts’ line-up will start rolling out this month, with flavours including Walkers Salt & Vinegar and Smoky Bacon, Doritos Chilli Heatwave and Flamin’ Hot, Wotsits Really Cheesy, and Walkers Max Paprika.
The company noted that the nuts segment has seen strong growth in recent years, but it believes there is headroom to drive this further, as some shoppers perceive existing nuts products to be bland and boring. PepsiCo’s latest launch aims to appeal to a broader range of consumers to drive sales in the category.
The range will be available in 160g packs, ideal for sharing occasions. There will also be 40g variants of That’s Nuts Walkers Salt & Vinegar and Smoky Bacon to target on-the-go and licensed snacking occasions.
Ed Orr-Ewing, marketing strategy and operations senior manager at PepsiCo, said: “Flavoured nuts are predicted to be worth over £200m in retail by 2030, and we have seen shoppers increasingly on the hunt for bold and exciting new flavours across the savoury snacks categories. That’s Nuts brings these two trends together in one delicious range that we believe will help retailers drive further incremental sales.
“Our ambition for That’s Nuts is to rewrite what flavour means in the segment and turn our new, innovative range into a category growth engine. And consumers agree: 88% of snackers say they’re eager to try That’s Nuts, making it one of our most anticipated innovations in recent years. This initial consumer feedback gives us confidence that the launch will inject some much-needed excitement and refreshment into the market to ultimately drive sales.”
The That’s Nuts range will start rolling out across the grocery, convenience, wholesale, discounters, and away-from-home channels from 16th July. The 160g packs will have a base RRP of £2.75 and £1.75 for promotions, while the 40g SKUs will have an RRP of £1.00.
The launch will be supported by in-store activations across the grocery channel to drive awareness and trial, whilst also being set for a key role in PepsiCo’s 2025 festive campaign later in the year.
