KP Nuts, a division of United Biscuits, is reviewing its ad account out of BDDP GGT which will not be pitching for the business.
The review is headed by KP Nuts marketing controller Caroline Bonwitt, and the general manager of KP Nuts division Andy Rush.
Two agencies will be pitching for the business.
KP Foods allocated nothing to advertising the brand in 1996, according to Register-MEAL. However, agency sources say the division plans to spend 2m on rejuvenating the brand next year.
KP will compete with Planters peanuts, which is owned by Trigon Snacks. The Planters advertising agency is Grounds Morris.
The aim is to make KP Nuts appeal to a younger consumer and make it appear as less of a pub snack. KP Foods also intends to increase the brand’s supermarket presence .
KP Nuts has 40 per cent share of the UK nuts market, which is worth 65m according to ACNielsen-MEAL. The division has a range of brands, including Phileas Fogg, Skips, Hula Hoops and Brannigans.
The UK snack food market as a whole has become increasingly fierce as players like Walkers, PepsiCo and supermarket own-label products compete.