KP Snacks reveals HFSS reformulation strategy across key brands

KP Snacks has revealed a brand reformulation strategy across several of its ranges ahead of the introduction of HFSS legislation in October.

The supplier will be reformulating lines in the Tyrrells, Popchips, Hula Hoops Puft and Penn State ranges.

Tyrrells’ Lightly Sea Salted variety, the brand’s number-one line, will be available as non-HFSS in sharing, multipack and singles formats.

The non-HFSS Hula Hoops Puft range, consiting of Beef, Salt and Salt & Vinegar varieties, will be available by the end of June.

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Penn State Sour Cream & Chive Pretzels will be non-HFSS by May, alongside the new Roasted Chili Pretzels launching this month.

Meanwhile, KP will reformulate the entire Popchips range, in a phased approach intending to have the entire range reformulated by October. Currently, Popchips has a retail sales value of £40m with a value growth of 32.5%, having contributed 58% of growth in the healthier crisps and snacks segment.

The supplier says that more than 100 of its lines and a quarter of its total portfolio will be non-HFSS, while maintaining the taste profiles that consumers expect.

Andy Riddle, sales director at KP Snacks, said: “At KP Snacks, we are here to help retailers navigate and adjust to the new legislation. We are ready to embrace the changes that the HFSS legislation will bring and will ensure that we work in partnership with our retailers to continue driving category growth.  

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“With an extensive programme of reformulation across our market leading portfolio and a focus on driving nuts growth, we are confident that our portfolio will continue to delight and excite consumers as well as driving retailer sales.

At KP Snacks, we are passionate about doing the right thing by our consumers, by providing people with healthier options to enjoy as part of a balanced and healthy lifestyle.

“However we are equally committed to driving our taste brands which our consumers know and love, so will continue to offer shoppers choice with our leading brands such as McCoy’s and our Hula Hoops core range.”

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