KP Snacks has reformulated its entire Popchips range to be non-HFSS.

Launching in a phased rollout, brands in the Popchips range (alongside other non-HFSS KP brands) will be stamped with an improved non-HFSS flash.

This flash includes clear messaging which reads: “This non-HFSS products can be merchandised anywhere in store”.

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Popchips is currently worth £42.5m and is growing in value by 24.6%, ahead of the overall healthier crisps, snacks & nuts category, to which it has contributed 58% of growth.

Matt Collins, trading director at KP Snacks, said: “Popchips is a leading brand in the healthier snacking segment and its non-HFSS reformulation across the range cements this position. At KP Snacks, reformulation plays a key part of our comprehensive HFSS strategy and we are proud to be supporting retailers in this way as they adjust to upcoming legislation. By the time HFSS laws take effect, over 100 of our products will be non-HFSS.”

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