KP Snacks has announced the expansion of its PMP range with the launch of Discos Prawn Cocktail £1.25 PMP format. The launch coincides with the unveiling of a new look for the brand.
With vibrant colours and a more “dynamic look and feel”, the new packs are designed to improve stand out on shelf at a time when the brand is growing by 19.1%. Using the tagline ‘Feel the Zing’ to highlight Discos’ association with fun and tangy flavours, the new packs will begin rolling into stores this month.
Pauline Warren, Heritage Portfolio Manager, KP Snacks, said: “Discos is a familiar and well-loved brand that has been providing great tasting snacks for decades. We are thrilled to be refreshing this iconic brand with a bold packaging redesign, continuing to support its growth and relevance within the category.”
Launching alongside Discos’ new look, Discos Prawn Cocktail £1.25 PMP capitalises on the considerable growth of Prawn flavours in the UK market. Worth £154m and growing 16% YOY, Prawn flavours are increasingly in demand, driving CSN sales.
KP stated that the new product leverages the strength of the £1.25 PMP format, worth £322.3m and growing 10.7%. With Discos £1.25 PMPs growing ahead of the market at 33.4% and representing one of the top ten large PMP ranges within CSN, the new SKU is positioned to boost retailers’ sales.
Warren added: “By launching Discos Prawn Cocktail outside of multipack format for the first time, we are continuing to expand our PMP range with the right flavours and brands to engage shoppers and drive retailer sales. Delivering great value, PMP formats continue to be a significant growth driver within the category, with £1.25 PMPs accounting for 61% of retailers’ sales.”
