Magazine article Marketing

KP Boosts ID of Roysters Brand

Magazine article Marketing

KP Boosts ID of Roysters Brand

Article excerpt

KP, the UK's biggest manufacturer of snacks and nuts, is extending its two-year-old Roysters brand under a new, stronger, corporate identity.

The focus on the corporate brand mimics similar moves from Heinz and McVitie's earlier this year.

From June, Roysters potato chips and Steam Nuts will be branded under the banner of the Roysters American Snack Company.

The relaunch, which is being backed by a |pounds~2m TV advertising campaign, will coincide with the launch of two brand extensions, Roysters Pizzarias and Roysters Big Pan Popcorn.

The decision to relaunch the range follows concern that Roysters was becoming known as a chip brand. Sales of Roysters potato snack chips, soon to be called Roysters Idaho Chips, hit |pounds~20m in 1993 whereas its other line, Roysters Steam Nuts were less successful, reaching |pounds~3m.

"We wanted to strengthen Roysters image as a house of American style snacks. The danger was that because the potato snack chips were so successful, Roysters risked becoming a chip brand," said KP marketing director, Will Carter.

"By relaunching the range under the new corporate banner, we have given ourselves a broader base from which to launch more authentic American snacks," he added. …

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