KP Snacks has expanded its KP Flavour Kravers nuts range with the launch of a Sour Cream & Chive variety.

The launch intends to capitalise on the popularity of dairy, which the supplier says is the second-biggest crisps, snacks and nuts flavour.

Since launching last March, Flavour Kravers has contributed £2.5m in sales for KP Nuts. It is particularly popular with younger consumers, whose purchasing decisions are driven by interesting flavours.

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The overall KP Nuts range has a retail sales value of £85.1m and is more than four times the size of its nearest branded competitor.

Jenny Blanco Barcia, marketing manager at KP Snacks, said: “At KP Nuts, we are committed to bringing innovation to the category, introducing NPD that is grounded in key category insight.

“The new Sour Cream & Chive Flavour Kravers variety supports retailers by directly filling a gap in the market as previously there were no dairy flavours within the tasty nuts category. Our new Sour Cream & Chive is a unique and exciting product which will engage shoppers and boost retailer sales.”

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