United Biscuits-owned snacks brand KP Foods is gearing up to take on Walkers next year with a raft of launches aimed at gaining ground on its rival. The company is planning to target the “better for you” market and adult snackers.
It is making its first major push into the healthier snacks sector, with the launch of two savoury snacks under the Go Ahead! brand. It is planning to launch Go Ahead! Crispy Bites, in three flavours, in January, as well as Go Ahead! Crinkly Crisps, which will be available in two variants.
The ranges will be supported by a &£3.5m television campaign targeting both post-Christmas dieters and the increasing number of consumers who are looking for “better for you” snacks. Industry observers say that Go Ahead! is central to UB’s plans for increasing the number of healthier options in its portfolio.
KP is also launching Hula Hoop Ridges, which will have two flavours, in March. The product is designed to extend the brand out of the children’s market and to appeal to older consumers. The launch will be followed in April by McCoy’s Specials Tortillas, which will replace the axed Phileas Fogg Tortillas.
McCoy’s Specials, launched earlier this year, is positioned as a premium brand and positioned to take on Walkers Sensations (MW October 21, 2004). It is understood that KP hopes the tortillas will eat into the market of both Doritos and Sensations, as they will be available as a convenience product and in sharing packs.