KP reformulates brands and variants ahead of HFSS legislation

KP Snacks has announced its HFSS brand reformulation strategy, ahead of the introduction of the legislation taking effect in October.

For Tyrrells, the Lightly Sea Salted flavour, which is the number one SKU in the range, is being reformulated, and will be available as non-HFSS in sharing, multipack and singles formats from May.

The entire range of popchips will be reformulated in a phased roll-out ahead of October. The range is worth £40 million in retail sales value and is growing in value at 32.5%.

The non-HFSS Hula Hoops Puft range, consisting of Beef, Salt and Salt & Vinegar flavours, will be rolled out by the end of June. At under 75 calories per pack, it is already one of the lowest calorie snacks in the market.

The popular Penn State flavour Sour Cream & Chive Pretzels will be non-HFSS by May, joining a new non-HFSS Roasted Chilli Pretzels variant, which is launched this month.

At the same time, the snacks manufacturer will be focusing on building its KP brand, which is the number one brand in nuts, over four times bigger than the nearest branded competitor. Nuts have been recognised for their natural credentials and are therefore excluded from the proposed legislation, offering a significant opportunity for growth.

By the time the new legislation is introduced, over 100 SKUs and a quarter of the KP Snacks portfolio will be non-HFSS, making it one of the most comprehensive non-HFSS ranges available within the crisps, nuts and snacks category.

Andy Riddle, sales director of KP Snacks, said: “At KP Snacks, we are here to help retailers navigate and adjust to the new legislation. We are ready to embrace the changes that the HFSS legislation will bring and will ensure that we work in partnership with our retailers to continue driving category growth.

“With an extensive programme of reformulation across our market leading portfolio and a focus on driving nuts growth, we are confident that our portfolio will continue to delight and excite consumers as well as driving retailer sales.

“At KP Snacks, we are passionate about doing the right thing by our consumers, by providing people with healthier options to enjoy as part of a balanced and healthy lifestyle. However we are equally committed to driving our taste brands which our consumers know and love, so will continue to offer shoppers choice with our leading brands such as McCoy’s and our Hula Hoops core range.”