Unilever Bestfoods is extending Peperami’s snacking remit with four new additions to the range, including the brand’s first sandwich-style product, in a bid to grow sales by £7.5m.
Rolling out from next month, Peperami Sarni will head the new quartet and will be a foil-wrapped, hand-held snack of bread, sausage, tomato and cheese. It is set to retail at 99p for a 75g serving.
The food giant also plans to pitch the brand into the competitive bagged snacks arena with a new Canniballs offering - balls of Peperami wrapped in soft bread in an 80g bag (rsp: 99p).
The brand’s first dunking product, Peperami Dunkers, also gets a debut and will come in
55g packs containing three sticks of the meat snack with either a tomato ketchup or barbecue dipping sauce (89p).
Completing the new additions will be Peperami Firestick, which is said to be an extra hot version of the meaty snack aimed at “blokes who love the challenge of eating chilli hot food” (rsp: 49p, 25g).
Unilever is expecting the newcomers to trigger a sales surge of around 20% for Peperami.
It said that figures from ACNielsen showed the brand was currently worth more than £40m at the till and growing by 10% year-on-year.
The four new products will be the first innovations to the portfolio for more than five years and will benefit from a new Animal TV campaign breaking later this month.
Sampling at football grounds is also planned and a free pack of Peperami Firestick will be included in standard Peperami five-packs during the launch period.
Category planning manager Alistair Burgess said: “Adult snacking represents a massive opportunity for Peperami.”
Simon Mowbray