KP Snacks is expanding its Wheat Crunchies range with the launch of a Spicy Tomato flavour in a 70g £1.25 PMP and a 45g Grab Bag (RRP £1.00).
Rolling into stores from this month, the new variant aims to capitalise on ‘Spicy’ being the third fastest-growing flavour profile in the category.
The launch of Wheat Crunchies Spicy Tomato £1.25 PMP builds on the success of the Wheat Crunchies Crispy Bacon £1.25 PMP, growing +15.4%. With £1.25 PMPs representing 18 of the 20 best-selling CSN SKUs within Independent and Symbol stores and accounting for 61% of Independents sales, the new Wheat Crunchies PMP utilises the strength of this format to increase sales and brand penetration. KP Snacks is currently driving 39% of total £1.25 PMP sales.
Pauline Warren, Heritage Portfolio Manager at KP Snacks, said: “Wheat Crunchies is an iconic heritage brand that has been delivering delicious flavours since 1987, making it the perfect choice for consumers looking for a snack with serious crunch and great taste. We are delighted to be launching Spicy Tomato, expanding the much-loved Wheat Crunchies portfolio with an exciting flavour that caters to our consumers’ search for spicy snacks.”
Matt Collins, Trading Director at KP Snacks, added: “At KP Snacks, we are always looking to add variety and value to our range and we are excited to be combining Wheat Crunchies, a popular Everyday Value brand that creates a sense of nostalgia in shoppers, with the strong £1.25 PMP format. KP Snacks’ £1.25 PMP portfolio is growing ahead of the overall large PMP market in CSN at +53.4%. By expanding our market-leading PMP range we will continue to tempt and engage shoppers, driving retailer sales.”
