wheat crunchies


KP Snacks has expanded its Wheat Crunchies range with the launch of the Spicy Tomato flavour in a 70g £1.25 price-marked pack (PMP) and a 45g Grab Bag (rrp £1).

The launch capitalises on “spicy” being the third fastest growing flavour profile, engaging shoppers and driving sales for retailers.

The launch also builds on the success of the Wheat Crunchies Crispy Bacon £1.25 PMP, growing by 15.4% (Nielsen).

Pauline Warren, heritage portfolio manager at KP Snacks, said: “Wheat Crunchies is an iconic heritage brand that has been delivering delicious flavours since 1987, making it the perfect choice for consumers looking for a snack with serious crunch and great taste. We are delighted to be launching Spicy Tomato, expanding the much-loved Wheat Crunchies portfolio with an exciting flavour that caters to our consumers’ search for spicy snacks.”

The Wheat Crunchies brand is worth £13.3m. The wheaty tubes are available in Crispy Bacon, Cheddar & Onion and Spicy Tomato flavours.