KP expands Nuts range with Flavour Kravers launch

New range's bold flavours target younger consumers, with taste the top CSN category driver

kp flavour kravers

KP Snacks has launched KP Flavour Kravers, a new range of KP peanuts.

The new range is launching in Flame Grilled Steak, Smokin’ Paprika and Fiery Caribbean Jerk Sauce varieties, in 140g sharing packs with an RRP of £2.50.

KP is hoping to capitalise on evening sharing occasions, the largest consumption occasion within nuts and sharing, and taste, the leading crisps, snacks & nuts (CSN) category driver.

According to Kantar research, younger consumers are over-indexing in bold flavours.

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Jenny Blanco Barcia, marketing manager at KP Snacks, said: “We know that across CSN, taste is the number one category driver and our KP Flavour Kravers range has been created to bring deliciously bold new flavours to the nuts segment. The new range capitalises on the growing trend of meaty and spicy flavours to drive interest from consumers and fuel an exciting snacking experience, whilst bolstering sales for retailers.

“KP is the UK’s number one nuts brand, performing particularly strongly as a mainstay of the in-home sharing occasion. We know there’s room to grow consumption, particularly among young adults, with a unique range that appeals to flavour cues traditionally associated with other mainstream sharing snacks.”

The supplier is supporting Falvour Kravers’ rollout with a £150,000 social and PR campaign.

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