KP Snacks is giving its Penn State pretzels a fresh new look, with redesigned packaging set to hit shelves from mid-November. The updated design aims to highlight the brand’s taste and quality, featuring bold images of the pretzels and emphasising its “Baked” status as a lighter snack option.

The refresh coincides with growing demand for cosy, in-home snacking occasions, positioning Penn State as the ideal treat for relaxing evenings. With the pretzel segment growing at 15.8%—faster than the overall Crisps, Snacks, and Nuts category—KP Snacks is aiming to attract more shoppers to its £48.3m brand.

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The revamped range includes best-selling 175g sharing bags, £1.25 price-marked packs, and 6-pack multipacks in two flavours: Original Sea Salted and non-HFSS Sour Cream & Chive.

Rachel Horrell, senior brand manager at KP Snacks, said: “The new design is crafted to showcase Penn State as the go-to snack for in-home occasions, whether relaxing solo or sharing with loved ones.”

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