KP Snacks unveils a new look for Butterkist
KP Snacks has relaunched the Butterkist brand with updated packaging.
The new design introduces the new tagline, ‘Creating Smiles Since 1914’, highlighting Butterkist’s established heritage of creating happy snacking moments for consumers. In addition, new vibrant colours are being used for the Sweet and Salted flavours, and the iconic Butterkist heart has been given a cleaner finish to enhance its appeal.
With popcorn sharing occasions growing at 21% (Kantar), the Butterkist redesign comes at the perfect time to capitalise on these occasions and drive consumer purchases.
Kevin McNair, marketing director at KP Snacks, says: “With sharing occasions increasing as a result of spending more time at home, we have remained focused on improving the in-home experience and in keeping Butterkist top of mind when choosing a snack for those nights in. Butterkist is a much-loved family favourite, with a range that offers something for everyone, and our new pack design reflects this heritage and personality.”
The new pack design follows on from a recent partnership with NOW TV, in which ‘Ultimate Movie Night’ prizes were created to drive excitement and demand for the product.
At twice as large as its nearest branded competitor, Butterkist enjoys a market share of 38.2%. The brand is worth £52.7 million at retail sales value and is growing in value by 18.3% (Nielsen).
