Whilst the new packaging retains the distinctive colours that help consumers quickly find their favourite flavour, KETTLE has been made more prominent, moving to a central position on the front of pack which really enhances visibility on shelf.
The new designs provide added vibrancy and impact and are the first phase of a relaunch which introduces a more contemporary feel for the brand. The flavour descriptors are more informal yet bolder, incorporating hints of the ingredients in the typeface, for example the ‘i’ in Balsamic is in the shape of a vinegar bottle and the ‘B’ in Bacon includes a rasher of bacon!
In addition, the updated back of pack now shows the key product messages in a new infographic format which brings to life the brand’s reasons to believe in a more visual way.
The new packaging combines KETTLE’s premium positioning with a fun and lighter feel, designed to strengthen the appeal of chips made with real food ingredients and bring pleasure to a wider audience.
Sharing is a key growth trend in the snacking category, driven by the increasing popularity of the Big Night In occasion. Brexit concerns and economic instability are encouraging more consumers to swap expensive restaurants for nights in with friends and family.
Andy Verney, Kettle Foods Head of Impulse, comments: “The new packaging will continue to drive growth of the KETTLE brand ahead of the category and represents a fabulous opportunity for Convenience Retailers to capitalise on the continuing consumer trend towards more premium snacking options, particularly in sharing formats.”
KETTLE is a leading hand-cooked crisp brand. Within Convenience sharing is the only growth sector in snacking, +6.9% in value sales over the last year. KETTLE Chips sharing is growing at +14.2% and is one of the key brands driving this growth.