Kettle has unveiled Discoveries, a four-strong crisps selection of “unique” flavours to tap the ‘couples night in’ occasion.
Replacing the premium snacks brand’s Signature lineup, the new crisps’ variants include Salted Caramel & Double Cream and New York Deli with Pastrami, Dill Pickle & Mustard (rsp: £1.85/130g).
The NPD came on the back of “growth in couples buying for a Netflix night in” – with demand for “really interesting and new flavours”, said Andrew Slamin, Kettle marketing director. “The whole nature of the range is to try unusual things. If you are going to try to grow the category, you’ve got to take some chances.”
Rolling out to mults from this week to September, Discoveries’ other two variants – Gressingham Duck, Plum Sauce & Spring Onion, and Yorkshire Wensleydale Cheese & Cox Apple Chutney – were previously available in the Signature selection. “The plan will be to regularly update this new range,” Slamin added. “It won’t just stand still.”
Kettle has also given its core range a redesign to make it “a bit more informal” and “younger looking”. It has also added a larger pack format: the 250g bag comprises Lightly Salted, Sea Salt & Balsamic Vinegar and Mature Cheddar & Red Onion, with an rsp of £2.50. A significant part of the crisps market was shoppers buying for bigger sharing occasions such as barbecues and family get-togethers, Slamin said. “There was a great opportunity to give shoppers a better solution for those occasions – and to offer them great value at the same time.”
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