Magazine article Marketing

KP Capers to Bolster Snack Image

Magazine article Marketing

KP Capers to Bolster Snack Image

Article excerpt

KP CAPERS TO BOLSTER SNACK IMAGE

United Biscuits' KP Foods is to push though a package of measures to build its reputation as a broadly-based snacks company.

This week it will test-launch Capers, an adult "nutritious" snack with added wheatbran which is spearheading KP's attempt to shed its image as a nuts-only specialist.

The launch comes as KP jockeys neck-and-neck for share in the UK snacks market with arch-rival PepsiCo. KP claims a near-40% slice and PepsiCo 39%. Earlier this year PepsiCo imported the US Ruffles snack brand. It already owns the Smiths and Walkers brands here.

"What we're trying to do is move from a one-dimensional company as KP nuts, to a multi-faceted company which is strong in snacks and crisps," says KP marketing director Doug Clydesdale.

Capers is a potato snack in the shape of a wheatsheaf, with 6% added wheatbran. "I see it more as a nutritious snack," says Clydesdale. "We have tried to go overtly healthy in terms of ingredients."

At the same time KP is introducing a new "KP" logo designed by Coley Porter Bell. It will be extended across a repackaged nuts range and to all packs of crisps and snacks to "provide a degree of confidence". …

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