Running from Monday 28^th November to Sunday 18^th December, the advert will showcase Tyrrells Lentil Crisps – a range which has grown exponentially over the last year.

Focusing on the excellent quality and taste of Tyrrells crisps, the advert features classic Pathé footage in a playful and engaging TV spot, keeping the Tyrrells brand front of mind during the critical Christmas period. The £1.2m media investment sees the TV advert supported with a social media campaign, running throughout November and December.

The advertising campaign looks to bolster brand awareness and capitalise on shoppers trading up to premium products over the festive season, with consumers willing to spend more on higher quality CSN products over Christmas.

Spotlighted in the campaign, Tyrrells Lentil Crisps are available in two flavours: Sour Cream & Onion and Sweet Chilli & Red Pepper and are perfectly positioned to capitalise on the growth of healthier snacking (up +29.2% in 12 weeks), delivering a satisfying crunch and 30% less fat than regular potato crisps.

Amy Heap, Tyrrells Marketing Manager, said: “Designed to engage shoppers and drive brand penetration at Christmas, the TV and social media campaign combines creativity and classic imagery associated with the Tyrrells brand.”

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Rolling out from this month, the new and improved vegetable crisps are crunchier and more vibrant in colour, delivering an even better ‘Tyrrellbly Tyrrellbly Tasty’ experience.

Tyrrells, which sources the freshest, highest quality vegetables, has invested in new technology, including vertical ovens, to fry, dry and spin its Veg Crisps to perfection. Hand-cooked and lightly seasoned, Tyrrells Veg Crisps offer shoppers a delicious alternative to potato crisps.

Already the number one vegetable crisp, with a 43% share of the total category, Tyrrells is on a mission to deliver the ‘best ever vegetable crisp’, offering a premium snacking experience to make social events more delicious.

Available in three tasty SKUs Veg Crisps with Sea Salt, Veg Crisps with Balsamic Vinegar & Sea Salt and Sweet Potato Crisps with Sea Salt, Tyrrells Veg Crisps deliver a deliciously crunchy and flavourful snacking experience.

Dan Winslet, Global Tyrrells Marketing Controller, says: “The Tyrrells brand is synonymous with delicious flavours and excellent quality, and we are delighted to be launching our best ever Tyrrells Veg Crisps in line with our commitment to deliver the tastiest premium snacks.

“As the category leader, our Veg Crisps are critical for driving sales, with vegetable crisp shoppers spending more than the average CSN shopper and also purchasing more frequently.”

Worth £57M RSV and growing +3% MAT in the UK, Tyrrells products are currently purchased by over 6m households with its main shoppers falling within the 45yr+ ABC1 category. The brand has a 13.1% share of Premium Crisps and Snacks with value sales growing in the sharing segment. With an impressive 91 Great Taste Awards across the range, Tyrrells is the perfect brand to cater for those memorable sharing occasions.

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Rolling out this month, the new packaging will save 113 tonnes of plastic per year.

This latest packaging reduction reflects KP Snacks’ broader commitment to sustainable packaging, a key pillar of its ‘Taste for Good’ responsible business plan, and follows a 410-tonne plastic packaging reduction across KP Snacks brands in 2021.

The new Tyrrells packs will appeal to increasingly environmentally-conscious consumers, with Tyrrells shoppers identifying plastic waste as their top concern. Consumers will be made aware of the reduction through a flash on pack, featuring the message, “We’re taking action with 25% less packaging.”

Dan Winslet, Global Tyrrells Marketing Controller, says: “The new packaging reduction is key to the Tyrrells brand, and we are delighted to be championing not only great taste and quality but also sustainability.

“We know that protecting the environment is a top priority, motivating purchasing decisions and we’re glad to be supporting both shoppers and our retail partners by slashing our plastic usage.”

Nicola Robinson, Head of Sustainability said: “As a category leader, KP Snacks is dedicated to continuing to reduce plastic packaging as much as possible across our portfolio, while also focusing on supporting the development of recycling infrastructure in the UK.

“Last year, we joined the Flexible Plastic Fund, a cross-industry collaboration working towards a long-term vision of a circular economy for flexible plastics. This is an important step towards closing the loop on packaging materials as we seek to protect and preserve our environment.”

Worth £57M RSV and growing +3.1% MAT in the UK, Tyrrells products are currently purchased by over 5.9m households with its main shoppers falling within the 45yr+ ABC1 category.

The brand has a 13.5% share of Premium Crisps and Snacks with value sales growing in the sharing segment. With an impressive 90 Great Taste Awards across the range, Tyrrells is the perfect brand to cater for those special or informal sharing occasions.

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As the Official Team Partner of The Hundred, KP Snacks’ leading brands, popchips, Butterkist, POM-BEAR, Tyrrells, KP Nuts, Hula Hoops, McCoy’s, and Skips, feature across the team shirts of eight men’s and women’s teams competing in the tournament.

As part of its ‘Everyone In’ campaign, KP Snacks is launching a ‘Win and Get Active’ on-pack promotion on 1^st May across Eat Now formats for the eight brands, giving shoppers the chance to win thousands of bats and balls.

Shoppers will also have the chance to win sports bundles, gift cards and tickets to The Hundred final via a series of promotions. In addition to this, the Hula Hoops, McCoy’s and Tyrrells ranges will feature engaging cricket-themed designs to further promote the partnership.

Introduced last year alongside the first edition of The Hundred, KP Snacks is also bringing back its ‘Everyone In’ online hub to offer families free and easy ways to get involved.

The platform includes engaging content featuring cricketing stars as well as no purchase necessary opportunities for consumers to win bats and balls. The hub will also help families with how they can get involved in cricket by providing information on their local clubs and national programmes.

Kevin McNair, Marketing Director at KP Snacks, says, “We’re delighted to be supporting our consumers in getting active through our partnership with The Hundred. Cricket is the perfect sport to get families moving and sharing special moments this summer, and we’ve got plenty of activities planned to continue driving interest in the sport. Over the course of our five-year partnership with The Hundred, we aim to help thousands of families across the UK get more active together”.

Partnering with The Hundred is part of KP Snacks’ ambition to inspire healthier lifestyles. Doing the right thing for consumers is a key ingredient of its ‘Taste for Good’ plan, the KP Snacks responsible business approach. The partnership aims to drive interest in cricket and provide better access for families to get involved in the sport as part of its ‘Everyone In’ campaign.

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Tyrrells, popchips, Hula Hoops Puft, and Penn State are being reformulated, with non-HFSS products rolling out over the coming months.

For the premium and popular sharing brand, Tyrrells, the Lightly Sea Salted flavour which is the number one SKU in the range is being reformulated, and will be available as non-HFSS in both sharing, multipack and singles formats from May. This follows Tyrrells Mediterranean Herb being launched in January this year.

Popchips, the beacon brand in healthy snacking, will be reformulated across the entire range. This will be a phased roll-out with the full range reformulated ahead of October.

The range is worth £40m RSV and is growing in value at +32.5%. Growing ahead of the Healthier crisps and snacks category, popchips has contributed 58% of the growth in the segment.

The non-HFSS Hula Hoops Puft range, consisting of Beef, Salt and Salt & Vinegar flavours, will be rolled out by the end of June. At under 75 calories per pack, it is already one of the lowest calorie snacks in the market.

Popular Penn State flavour Sour Cream & Chive Pretzels will be non-HFSS by May, joining a new non-HFSS Roasted Chilli Pretzels variant which launches this month and offers a tasty and more permissible snack with a hint of spice.

At the same time, the snacks manufacturer will be focussing on building its KP brand, which is the number one brand in nuts, over four times bigger than the nearest branded competitor. KP is worth £83.8M RSV and is growing +7.3% YTD, ahead of the nuts segment at 2%. Nuts have been recognised for their natural credentials and are therefore excluded from the proposed legislation, offering a significant opportunity for growth.

By the time the new legislation is introduced, more than 100 SKUs and a quarter of the KP Snacks portfolio will be non-HFSS, making it one of the most comprehensive non-HFSS ranges available within the Crisps, Nuts and Snacks category. This broad range will be extremely important to retailers as it will be excluded from any promotion and location restrictions that the legislation stipulates.

Following extensive consumer testing, the reformulated products will still offer the same great tastes and bold flavours that KP Snacks is known for. The new range is set to deliver against KP Snacks’ mission of ‘something for everyone’, with brands and formats to meet all occasions. As the leader of category growth for the last seven years and No 1. branded nut manufacturer, KP Snacks will play a key role throughout the introduction of the HFSS legislation.

Andy Riddle, Sales Director, KP Snacks said: “At KP Snacks, we are here to help retailers navigate and adjust to the new legislation. We are ready to embrace the changes that the HFSS legislation will bring and will ensure that we work in partnership with our retailers to continue driving category growth.

“With an extensive programme of reformulation across our market leading portfolio and a focus on driving nuts growth, we are confident that our portfolio will continue to delight and excite consumers as well as driving retailer sales.

“At KP Snacks, we are passionate about doing the right thing by our consumers, by providing people with healthier options to enjoy as part of a balanced and healthy lifestyle. However we are equally committed to driving our taste brands which our consumers know and love, so will continue to offer shoppers choice with our leading brands such as McCoy’s and our Hula Hoops core range.”

As a part of its ‘Taste for Good’ commitment, KP Snacks has been working on improving the health credentials of its products for a number of years. As a result, 80% of KP Snacks’ product portfolio currently contains less than 4g of saturated fat per 100g, 69% of the portfolio contains less than 5g of sugar per 100g, and since the 2018 pledge, there has been a 2.72% salt reduction across the total range.

The company has also continued to remove artificial flavours, sweeteners and colours from all of its products. Consumers are also provided with the required knowledge and options to make informed decisions by highlighting attributes such as high in fibre, Gluten Free and good source of protein on the packs, and by adding colour coding to the nutritional intake labels.

Outside of offering healthier products, KP Snacks is also looking to inspire people to get active through a multi-year sponsorship of The Hundred, an action-packed, 100 ball cricket competition.

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