PepsiCo has given UK snacks brand Sunbites a new name and packaging as the company eyes growing interest in fibre.
Sunbites, launched back in 2007 as a healthier savoury snack, is now called S.U.N., a change the US giant said “better communicates the brand’s ethos: simple, uplifting nutrition”.
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PepsiCo said the majority of UK consumers are trying to adapt to healthier lifestyles but, citing UK government research, noted more than nine in ten of adults in the country do not eat the recommended daily amount of fibre of 30g. The S.U.N. snacks contain 6.7g of fibre per 100g.
PepsiCo said the brand has “a clear and accessible message for shoppers” of ‘You need fibre. This got fibre.’
Cynthia Finke, marketing director at PepsiCo, said “S.U.N is all about supporting positive change. In recent years, food choices have become more complex, and for some – a source of uncertainty. S.U.N’s new positioning aims to empower shoppers with facts, not fads, cutting through the noise and delivering a simple and focused message – you need to eat more fibre and we are here to help.”
PepsiCo said Nielsen data showed Sunbites’ sales grew 31% in 2025 to £18.9m ($25.8m).
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By GlobalData
