Popchips ramps up push for UK snackers

Popchips, the natural crisp brand, is readying a social media push in partnership with pop star Katy Perry and boosting investment in product innovation as it steps up efforts to convince UK consumers it is a nutritious alternative to rival snack brands.

US snack brand to focus efforts on recruiting brand advocates.

Several campaigns across the brand’s Twitter and Facebook profiles will launch this year. It builds on a high-profile campaign fronted by the singer, which launched in the UK last month.

Additionally, the company is planning to launch several new variants in a bid to give the product a greater in-store presence.

Sampling activity with retailers and at music events will also increase this year and the company plans to extend the brand to cities beyond London such as Manchester and Edinburgh.

Keith Belling, founder and chief executive of Popchips says the activity will look to “really play-up” the brand as a healthier alternative to fried or baked crisps.

He adds: “There’s a fine line to how we deliver the message because people don’t want to have low fat low calorie snack. What they really want is a great tasting snack that happens to be healthier. Everybody tries to talk about innovation but simply taking fat out of a product isn’t going to make it innovative or tasty. People have heard it before and are cynical about such claims.

The company, which launched in the UK last year, says sales have been 30 per cent better than it predicted.

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