FDBusiness.com

KP Snacks has revealed the new packaging design for its iconic nut brand -KP Nuts. The fresh look and feel has been developed by award-winning branding consultancy, Coley Porter Bell.

The agency was tasked to create a design which reflects the brand essence of sociability, vibrancy and positive moments. KP Snacks wanted to build on its rich heritage whilst ensuring the nations favourite nut brand is always up to date and engaging. The new pack design, which utilises an upgraded foil packaging, features striking golden rays that surround and bring to life the KP logo.

The new design of the KP Nuts packaging signifies an exciting time for the brand and it is part of an extensive innovation drive that has also seen KP Nuts expand into new territories, including XL Crunchy Coated Nuts and Double Oven Baked Nuts. With the nut industry on an upward trend over the last ten years, KP Nuts are evolving to mirror its customer’s demands.

Craig Barnes, Design Director at Coley Porter Bell, comments: ‘’You don’t get the opportunity to refresh an iconic brand very often, so when faced with this opportunity for KP Nuts we wanted to create a pack that would stand the test of time. The design is celebratory, not reliant on trends or fads, to create a relevant and stronger new pack for KP Nuts.’’

Carolyn Longcroft, Senior Brand Manager at KP Snacks, comments: “KP Nuts is a well-loved brand with incredibly loyal consumers so we’re extremely careful with something as fundamental as our packaging. The new design created by Coley Porter Bell has completely captured our brief to make the brand stand out in the market and ensure we stay relevant for our consumers. Being eye catching on the shelf is key on such a busy fixture and the metallic edge to the packaging really delivers on this, ensuring KP is a true beacon for the nut category.’’

KP Snacks is the UK’s number one manufacturer of nuts and number two manufacturer of bagged snacks. It makes some of Britain’s most iconic snack brands including McCoy’s, Hula Hoops, KP Nuts, POM-BEAR, Phileas Fogg, Velvet Crunch, Skips, Space Raiders, Discos, Nik Naks, Wheat Crunchies, Royster’s, Brannigans and Frisps. KP Snacks employs around 1,800 people in the UK across five production sites and its head office in Slough. KP Snacks is part of the Intersnack Group, Europe’s leading producer of savoury snacks, operating in around 30 European countries.