KP Snacks unveils new pack design for Penn State pretzel range

KP Snacks has refreshed the packaging of Penn State, the UK’s No.1 pretzel brand (Nielsen), to deliver a bolder and cleaner look.

Emphasising the flavour and texture of the product with clearer, more prominent images of the pretzels, the new design also brings the brand’s status as a baked snack to the forefront.

The redesign drives awareness of the Penn State brand at a time when the pretzel segment is worth £48.3 million and growing at 15.8%, ahead of the overall crisps, snacks and nuts category (+5.4%) (Nielsen).

Rachel Horrell, senior brand manager at KP Snacks, says: “We are excited to launch a new Penn State look and feel, designed to attract more shoppers to the brand and encourage them to consider Penn State for a delicious, quality snack for any in-home occasion, whether it’s relaxing after a long day or sharing with family and friends.”

Available in a range of formats, from its best-selling 175g sharing bags to £1.25 PMPs and six-pack multipacks, the Penn State range features two iconic flavours: non-HFSS Sour Cream & Chive and Original Sea Salted.