Kerry Foods is hoping to reverse declining sales of its Brunchettas brand after ditching large packs and relaunching the crispbread range as a handbag-sized snack.
From this month, the new-look 60g packs will replace the 90g product launched in 2004. Although it has a 31% share of the adult cheese snacks category, the brand's sales slumped 11% in the year to November to £6.4m [Nielsen]. The new strategy aims to grow the value of the brand to £10m this year, said Peter Elvin, Kerry Foods' marketing controller for cheese snacks.
"We have identified a bigger category opportunity for a handbag-sized cheese snack. Rather than being just a sandwich alternative, the new packs have broader appeal," said Elvin.
The redesigned packs will carry front-of-pack GDA labelling and will be supported through in-store promotions, press and online advertising.
The new range has an rsp of £1.20.