Magazine article Marketing

KP Capers to Bolster Snack Image

Magazine article Marketing

KP Capers to Bolster Snack Image

Article excerpt


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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