Who: KP Snacks
What: KP Orange Nut Fudge Energy Mix
Where: Bagged snacks
How much: £1/40g
Why: Nuts are expected to be the fastest-growing category in snacks over the next five years. Take-home sales are currently up 7.4% in the mults to £518.6m [Kantar Worldpanel 52 w/e 28 January 2018] as shoppers demand healthier and more unusual nibbles. Tapping the trend is KP’s mix of raw almonds, roasted peanuts, orange flavour cranberries & fudge pieces - part of a four-strong range completed by Original Salted Peanuts, Dry Roasted Peanuts and Fruit & Energy Mix.
Consumer verdict: The majority of our shoppers were positive about this “very moreish” snack in a “handy sized pack”. It scored above the category norm in all key measures, with health, packaging and intention to buy especially high. Testers praised the “good value” and “tasty combination” of ingredients. The mix was “new and different” and provided a “handy sweet shot”. Some were critical of the price, however, and said there was “not much orange flavour” and that they would have preferred the snack without the fudge.
Pre-trial purchase: 46%
Post-trial purchase: 63%
Better than what’s out there: 75%
New and different: 67%
Overall score: 41/50