KP Nuts relaunches with new pack and £1.3m campaign

KP Nuts

KP Snacks has unveiled a redesign for its flagship KP Nuts range, which offers a brand-new look and feel as well as a new pack structure.

The new packs, available to retailers from the end of June across the 29-strong range, feature a sunshine design and highlight the nuts’ protein and fibre contents.

The redesign will be supported by a £1.3m media spend which includes out-of-home, digital and social media activity.

As well as the design overhaul, nine KP Nuts sharing SKUs will now come in what the packaging world calls a doypack. Named after inventor Louis Doyen, these are designed to stand upright unaided. KP said the new format will help shopper navigation, as it allows packs to be easily merchandised in secondary displays. The benefits to consumers are a reduced threshold for nut spillages and easier pouring. Packs also feature a new reseal closure.

They can also be recycled under the KP Snacks nationwide recycling scheme, launched in partnership with TerraCycle in March this year as part of the company’s pacKPromise.

Sue MacKay, KP Nuts Marketing Manager, commented: “By highlighting the health credentials and developing a handy reseal function, we are responding to demand from our consumers who want products that are higher in protein and fibre and also want to enjoy these products whilst socialising with family and friends.”

The new packs will be available across original salted, dry roasted, unsalted, salt & vinegar, honey roast, spicy chilli and jumbo original salted varieties over 200g. RSPs remain the same at £2.78 (200g), £2.39 (225g/250g) and £3.49 (415g).