Kerry Foods is overhauling its snacking portfolio, by bringing the protein-focused products sold by its Mattessons, Fire & Smoke and Go Go’s brands under a revamped Fridge Raiders umbrella.
All three brands will continue selling reduced lines of meat and cheese, while the relaunched Fridge Raiders will incorporate all of the business’s high protein adult snacking brands.
In a bid to capitalise on the £25bn snacking market, accounting for 20% of all food consumption occasions [Kantar Worldpanel 52 w/e 31 December 2017], Fridge Raiders will see its packaging updated to feature a new ‘Powered by protein’ strapline set to roll out from this month.
“The previous positioning of Fridge Raiders targeted teenagers who, together with kids, represent 15% of snacking occasions,” said Fridge Raiders marketing manager Alastair Gibbons.
“However, we see a great opportunity to widen its appeal amongst adults, capturing the broader 85% of snacking occasions. We want consumers to identify Fridge Raiders as a smart snacking solution, targeting adult snackers who want to get the most out of every day.”