KP Snacks has announced a new on-pack campaign across its core product range, ‘WIN £2021’.

The promotion runs from 24 May until 12 November on all grab bag and £1 PMP packs of Hula Hoops, McCoy’s, Skips, Nik Naks, DIscos and Wheat Crunchies.

It offers shoppers the chance to ‘win the year in cash’ (£2,021) by texting a number promoted on the packet. There are 24 cash prizes to be won overall.

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KP hopes to increase meal deal sales and help retailers drive their singles crisp sales as lockdown lifts and people return to buying food on the go. Currently the KP Snacks portfolio is growing in value at 3.6%, ahead of the overall category.

Additionally, the supplier says that 30% of consumers feel they are worse off than 12 months ago, while 25% are delaying major purchases. The promotion aims to offer value as well as a compelling financial incentive.

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Kevin McNair, marketing director at KP Snacks, said: “As we continue to see some uncertainty around when people can actually enjoy ‘experiences’ such as holidays, we feel that cash is really the most relevant prize right now, and one that every shopper wants to win, so we are thrilled to be able to bring this to our consumers.”

Matt Collins, trading director at KP Snacks, added: “Core brands play a critical role within singles and meal deals, and account for 97% of singles sales. Our new lunchtime initiative looks to recognise this, focusing on our core brands rather than NPD, with the aim to drive purchase repertoire and frequency. With this fun opportunity to ‘win the year’, we hope to give consumers an exciting reason to buy KP Snacks products as part of both lunchtime and on-the-go shopping occasions.”