KP Nuts Energy Mix


Who: KP Snacks

What: KP Fruit & Nut Energy Mix

Where: Bagged snacks

How much: 60p/40g

Why: KP launched this combination of roasted peanuts and almonds, raw hazelnuts and raisins in May, to tap demand for on-the-go snacking and healthier nibbles. It entered a nuts category up 7% in take-home value sales to £483m on volumes up 3.3% as shoppers sought nuts’ unique nutrients, minerals and antioxidants [Kantar Worldpanel 52 w/e 29 January 2017]. This product is a quarter of a 40g lineup completed by Original Salted Peanuts, Dry Roasted Peanuts and Orange Nut Fudge Energy Mix.

Consumer verdict: The “colourful” pack was striking, said our shoppers, and would be unlikely to be overlooked in-store despite its small size. The trusted KP name also contributed to the high level of pre-trial enthusiasm, with praise for the “good mix and variety”, the “protein boost” and the “healthy” offer. Only a few testers raised concerns, which included a “need for more fruit” and cashews that were “a little too hard”. The KP snack scored above the norm across all key measures, with 90% saying they would consider buying.

Pre-trial purchase: 73%

Post-trial purchase: 74%

Better than what’s out there: 49%

New and different: 68%

Overall score: 49/50