Bagged snacks 2025: Own-label price hikes boost brands

What the hell happened to Pringles?” So asked a Reddit user in January. Against a photo of the brand’s Original variant, they added: “These taste weirdly sharp and tangy, almost like an off salt and vinegar. Anyone else noticed the change?”

Most of those who responded were of a similar opinion. “I used to love Pringles because they had so much flavour. Now, I’d be lucky to get a decently flavoured tube,” one person commented.

“I’m so glad it’s not just me,” weighed in another. “It’s the different textures that I don’t like; I’m at a point of rattling each tube in the middle of Tesco to try and figure out which ones have nice light Pringles inside instead of the stale ones that taste weird.”

It was suggested Pringles’ packaging update might be to blame. Following a trial in Tesco, brand owner Kellanova had started to roll out a kerbside recyclable tube more widely in late 2024. The pack’s base was paper rather than the familiar metal. “I doubt they’re staying as fresh for as long now,” the original Reddit poster commented.

But Pringles owner Kellanova is having none of it. “We’ve not seen any correlation in the move to Pringles paper tubes and quality of the food,” says a spokeswoman. What’s certain, however, is Pringles has made this year’s greatest absolute loss of the top 30 crisps brands. It’s shed £32.4m on volumes down 12.2%, or 4.1 million kilos.

That’s particularly unfortunate given growth in branded crisps “comes solely from sharing and small multipack formats”, says NIQ senior analytics executive Majed Saedi. And yet, Pringles sharing tubes were unable to capitalise.

Not that it’s the only major player to lose out. Six of crisps’ top 10 have lost value, and seven are in volume decline. Only positive performances from smaller names has been enough to keep overall branded volumes in the black, by 0.5%. Own label, on the other hand, has sold 2.8 million fewer kilos.

“Within both flavoured nuts and crisps, private-label products have raised their prices more than branded players,” explains Saedi. This has “led consumers to shift toward branded”.

It’s a trend that’s paid dividends for KP Snacks’ Hula Hoops. It’s up £15.5m on a 5.2% volume gain, after launching a multipack of its Smoky Bacon crisps in March.

That was followed in July by sister brand McCoy’s rolling out limited-edition multipacks of Blazin’ Buffalo Chicken Wings and Secret Burger Sauce. The American-style variants were to kick off McCoy’s second season sponsoring NFL UK&I. They were backed by an on-pack promotion offering the chance to win a trip to the 2026 Super Bowl. The activity helped the brand make an extra £8.7m.

Further success for KP snacks has come in the shape of Furrows, the ridge-cut crisps range from Tyrrells. It added Brisket & Black Peppercorn flavour in January. Supported by a packaging refresh, the launch attracted younger shoppers to the lineup, says KP Snacks marketing director Kevin McNair. It also helped Tyrrells grow volumes 4.2%.

Given the success of Furrows and McCoy’s, it’s little surprise rival Kettle Chips is banking on ridge-cut crisps. With kilos down 4.6%, the brand unveiled Krinkle Lightly Salted in August, pledging to deliver “more crunch, more bite and more flavour”. Krinkle Sweet Chilli & Sour Cream and Krinkle Sea Salt & Balsamic Vinegar followed in September.

Similarly, Doritos’ reformulated tortilla chips, which began rolling into supermarkets in October 2024, promised a “crunchier, more substantial” snack. Shoppers’ verdict on the now non-HFSS chips has been mixed, though. “These hard crisps were unpleasant,” wrote one Tesco reviewer – but another claimed they were “full of flavour”.

Pepsico stablemate Walkers has also undergone a revamp to become non-HFSS. The likes of Salt & Vinegar, Prawn Cocktail, Smoky Bacon and BBQ were given the treatment in August after “years of testing, tweaking and refining” (see Top Launch below).

It came alongside the addition of HFSS-compliant Sticky Teriyaki and Masala Chicken – to cater to “evolving consumer tastes”, says PepsiCo CMO Fernando Kahane.

Walkers ends the year with a modest £4.3m gain on kilos up 0.2%. Other PepsiCo brands have not been so fortunate. Wotsits, Sensations, Quavers, Monster Munch, Walkers Baked and Walkers Max have haemorrhaged a combined £37m, having sold 3.2 million fewer kilos.

Arguably, that blow was softened a little by PepsiCo’s successful launch in July of coated peanuts selection That’s Nuts. Inspired by the supplier’s crisps, it comprises Walkers Salt & Vinegar, Walkers Smoky Bacon, Doritos Chilli Heatwave, Doritos Flamin’ Hot and Wotsits Really Cheesy. Early response was positive: the lineup added £2.8m in its first two months.

Meanwhile, value sales of the Walkers Max nuts range have grown 11.5% following the addition of Paprika, also in July.

Banking on snacking nuts

It makes sense PepsiCo is banking on snacking nuts. Unlike crisps, they’re exempt from HFSS restrictions. Even so, incumbent brands can’t afford to be complacent. Category leader KP, for instance, has sold 160,000 fewer kilos as challenger brands win share by responding to shopper trends.

Forest Feast, for instance, secured Asda listings for Heather Honey Peanuts & Cashews, Black Peppercorn Nuts, and Salt & Vinegar Nut Mix in October 2024. Its value then rocketed 75.3% on volumes up 78.9%.

Growth has been fuelled by “strong consumer demand in what we call the mindful treat space — sitting at the intersection of better-for-you snacking and premium indulgence”, says Forest Feast marketing director Bronagh Clarke.

At Whitworths, commercial director Phil Gowland attributes a 48.3% rise in volumes to its health-focused relaunch in February 2024. Backed by a £2m push, the repositioning sought to promote the brand’s lines as aids to boost the nutritional value of meals and snacks. “Everything we do is now anchored in our purpose to fuel health and reduce disease,” says Gowland. “Consumers and retailers are responding to that clarity.”

Seems everyone’s nuts about nuts.