Kerry Foods refocuses on Fridge Raiders in major rebrand

Kerry Foods is revamping its Fridge Raiders brand to better appeal to adult snackers. 

The revamp includes new packaging, a new ‘powered by protein’ strapline, and a £3m campaign.

Fridge Raiders’ range will now also contain products that were under Kerry’s GoGo’s and Fire & Smoke brands, which will both no longer exist.

The new range will be backed by TV advertising from 23 July, which will promote the brand’s protein content. Outdoor and digital advertising will kick off in September.

Alastair Gibbons, Fridge Raiders marketing manager at Kerry Foods, said: “Previously, Fridge Raiders was targeted at teenagers, which with children only make up 15% of snacks sales. This will help us target adults and the broader 85%.”

The new protein strapline is aimed at the 86% of shoppers who are seeking more choices for healthier snacks.

Janine Piper, Kerry Foods strategic insight & category lead at Kerry Foods, said: “WE now rely on snacks to get us through the day. Many consumers are now moving away from the traditional three square meals a day mentality.”

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