KP Snacks has refreshed the packaging of its Pretzel brand Penn State with the aim of delivering a “bolder and cleaner look that represents its taste and quality”.
Rolling out in stores this month, the redesigned packs run across the entire Penn State range.
With more prominent images of the pretzels, the new design also brings the brand’s status as a ‘baked’ snack to the forefront, drawing attention to its position as a lighter snack that consumers can indulge in.
The redesign comes at a time when the Pretzel segment is showing strong growth, worth £48.3m and growing at 15.8%, ahead of the overall Crisps, Snacks and Nuts category (+5.4%).
Rachel Horrell, Senior Brand Manager, KP Snacks, said: “We are excited to launch a new Penn State look and feel, designed to attract more shoppers to the brand and encourage them to consider Penn State for a delicious, quality snack for any in-home occasion, whether it’s relaxing after a long day or sharing with family and friends.”
