Nik Naks extends snacking lineup with ‘conical’ Twisters duo

Nik Naks has diverted from the shape of its distinctive knobbly crisps with the launch of a new sub-brand called Twisters.

It has added Nik Naks Twisters in Nice ’n’ Spicy and Tangy ’n’ Cheesy flavours. Sharing bags have launched in Sainsbury’s stores this week (rsp: £2/50/130g).

The brand extension was first revealed by The Grocer last year, after Nik Naks owner KP Snacks applied to trademark Nik Naks Twisters with the Intellectual Property Office.

Nik Naks Twisters came in a “twisted, conical shape” and would “attract new shoppers with a fun twist for the brand”, said KP Snacks.

As well as being available in “broadly appealing flavours”, the snacks were “well suited to sharing occasions”, KP Snacks added.

“With sharing representing the biggest segment in crisps and snacks, and still growing, it’s the perfect time to introduce a bold new product like Nik Naks Twisters,” said John McDougall, Nik Naks senior brand manager at KP Snacks. “By bringing fan-favourite flavours into a new and exciting format, we’re confident Twisters will deliver incremental growth for the segment, while delighting shoppers with the fun, full-on taste they expect from Nik Naks.”

Sales of Nik Naks dipped by 0.5% to £46.7m last year, according to data compiled for The Grocer’s annual Top Products Survey [NIQ 52 w/e 7 September 2024].