KP kraver

KP Snacks is expanding its price-marked pack (PMP) range with the launch of KP Flavour Kravers Flame Grilled Steak in a £1.25 PMP. Available now, the launch combines the range’s best-performing SKU with the popular £1.25 PMP format.

KP reports that the Flavour Kravers range is performing strongly by delivering bold and innovative flavours to the nuts segment from the UK’s number one nut brand. Worth £95.8m and growing in value +18.1%, KP Nuts holds a 25.9% share of the segment, which is nearly five times larger than the nearest branded competitor. Meanwhile, worth £108m, KP Snacks’ £1.25 PMP range is growing ahead of the overall market at +53.4% (vs +30.5% – all Nielsen data).

Worth over £331.5m, PMPs continue to be a strong and popular format in the crisps, snacks and nuts (CSN) category, growing twice as fast as the overall bagged snacks category with 54% of snack shoppers purchasing PMPs (more than any other category – all Nielsen data).

Jenny Blanco Barcia, marketing manager at KP Snacks, said: “As the UK’s favourite nut brand, KP is on a mission to excite shoppers and disrupt the segment with innovative, bold flavours delivered in the right formats to suit all consumer needs. Flame Grilled Steak has been the most popular variant in our Flavour Kravers range since its launch last year. By launching Flame Grilled Steak as a £1.25 PMP, we are capitalising on both taste as the number one category driver in CSN and the growing success of PMP formats.”

First launched in 140g sharing bags, KP Flavour Kravers are available in three flavours: Flame Grilled Steak, Sour Cream & Chive and Smokin’ Paprika.