KP Snacks is expanding its Butterkist range with the launch of Crunchy Hazelnut Chocolate flavour toffee popcorn. Rolling into stores this month, the new flavour is available in both a sharing and a £1.25 price-marked pack (PMP) format.

KP says the new variant delivers a lower calorie option when compared to traditional confectionery products, including chocolate bars.

The launch also expands KP Snacks’ £1.25 PMP range (worth £105.1m and growing in value by 53.2%).

The new product will be supported by a social media campaign, encouraging consumers to, “Go Grab the Butterkist!”

The Butterkist brand is worth £53.3m and is growing in value at +7.2%. It has a 36.7% share of the popcorn segment (all Nielsen data).