KP Snacks’ flagship better-for-you brand, Popchips, has launched a new sub-brand, Veg Vibes.

Made using chickpea, rice, and sweet potato, Veg Vibes come in Sriracha and Sea Salt & Balsamic Vinegar varieties, which according to the brand, have been designed to meet bold flavours shoppers are looking for.

The supplier added plant-based eating trends are becoming more prevalent, with more consumers choosing diets which incorporate veg and plant-based foods.

Forty-six per cent of 25-to-44-year-olds believe plant-based eating is healthier and 38% believe it’s better for the environment. 

KP Snacks announces slew of packaging reductions across products

Zoe Cashin-Howe, marketing controller at KP Snacks for Popchips, said Veg Vibes have been created to drive greater penetration of the brand and drive appeal among younger, health-conscious shoppers.

Cashin-Howe added: “This is our second biggest initiative of 2021 for Popchips following our new TV campaign.”

The launch also follows the introduction of a new look which was launched at the end of 2020, giving the brand a modern look and feel.

Alongside the new pack design, KP Snacks also reduced Popchips’ packaging saving an estimated 23 tonnes of material, the equivalent of over 5 million fewer packs per year. 

Popchips Veg Vibes will be available in 85g sharing (£1.99) and 23g singles (89p) formats.