KP Snacks is hoping to tap into the growing UK market for sharing snacks with what the Intersnack-owned business claims is its biggest-ever launch.
The Phileas Fogg crisp line comprises a range of sharing bags in six flavours, designed for consumers looking for a “consistent taste experience” and provenance. The range includes flavours such as Cool Sour Cream and Onion, Indonesian Style Crackers, and Mexican Style Taco Rolls. Each bag has an RRP of GBP1.99.
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“Our new Phileas Fogg range delivers a step-change in category innovation and with a significant investment behind the products, including two TV creatives, outdoor advertising and digital support,” said George Johnston, marketing director of KP Snacks.
A GBP3.2m (US$4.9m) marketing investment will support the launch, to include television advertisements and a targeted digital and social media campaign.
Germany’s Intersnack snapped up KP Snacks, which also owns brands including McCoy’s and Hula Hoops, last December.
The deal broke up UK-based United Biscuits; the remaining business, still owned by private-equity firms Blackstone and PAI Partners, owns biscuit brands like McVitie’s and also bagged snack brands Twiglets and Mini Cheddars.
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By GlobalDataIn 2010, United Biscuits’ private-equity owners, Blackstone and PAI, had looked at selling all of United Biscuits but failed to find a buyer.
