KP Snacks has expanded its PMP range with the launch of Discos Prawn Cocktail £1.25 PMP. The launch coincides with the unveiling of a new look for Discos, giving the classic brand a more contemporary feel that is designed to improve stand out on shelf.
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.”
Worth £33.8m, Discos is KP Snacks’ number two everyday value brand and is currently growing by +19.1%. The launch of the new PMP capitalises on the considerable growth of prawn flavours in the UK market. Worth £154m and growing +16% year-on-year, prawn flavours are increasingly in demand, driving crisps and snacks sales.
The new product also leverages the strength of the £1.25 PMP format, worth £322.3m and growing by 10.7%. Discos £1.25 PMPs are growing ahead of the market (+33.4%) and represent one of the top 10 large PMP ranges within crisps and snacks.
Warren added: “By launching Discos Prawn Cocktail outside of multipack format for the first time, we are continuing toexpand 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.” (Nielsen stats throughout).
