KP Snacks extends fastest growing brand with new 45g grab bag

KP Snacks has revealed it is expanding its Nik Naks range with the launch of its popular Rib ‘N’ Saucy variant in a 45g Grab Bag.

Rolling into stores from the end of January, the new launch capitalises on the popularity of Nik Naks as KP Snacks’ fastest-growing brand in 2023 (+47.2%^[1] YOY) and number one Everyday Value brand.

The Nik Naks brand appeals to consumers with 86% of shoppers looking for value^[2]. As the cost of living remains high, consumers seek out affordable treats from familiar brands and Nik Naks offers a trusted snacking option which creates a sense of nostalgia in shoppers.

The new launch combines the success of Rib ‘N’ Saucy as the second most popular Nik Naks flavour, worth nearly £12m^[3] RSV, and the Grab Bag format which continues to perform well within the Convenience and Impulse market. Offering a delicious snack with meaty flavours, the new Nik Naks Grab Bag caters to Food to Go missions which are growing strongly +14.7%^[4].

Matt Collins, Trading Director at KP Snacks, said: “We are thrilled to be launching Rib ‘N’ Saucy in a Grab Bag format, expanding the Nik Naks range which is one of our fastest-growing brands and our number one Everyday Value brand.

“We are committed to delivering great tasting products and value to our consumers, while also offering the right products in the right formats to drive core ranges and sales for our retail trade partners.”

With an RRP of £1.00, Nik Naks Rib ‘N’ Saucy 45g Grab Bags deliver the uniquely knobbly, flavourful snack consumers expect from the brand. Worth £46.9m^[5], the Nik Naks range features three distinctive flavours including Rib ‘N’ Spicy, Nice ‘N’ Spicy, and Scampi ‘N’ Lemon.

^{[1]   Nielsen IQ, Total Coverage, Total Value, MAT 22.12.23}

^{[2] Figures quoted from KP Snacks/ ACS survey of 28 retailers, August 2022}

^{[3]   Nielsen IQ, Total Coverage, Total Value, MAT 22.12.23}

^[4]  Lumina Q1 Convenience Strategy Forum 2023

^{[5]   Nielsen IQ, Total Coverage, Total Value, MAT 22.12.23}