New KETTLE® Bites Baked Snack range introduced in the United Kingdom

In the United Kingdom KETTLE® is launching another exciting healthier product aimed at female consumers looking for lighter, ‘better-for-you’ snacks without compromising on taste.

New KETTLE® Bites are wholegrain and lentil snacks, made using our unique baked technology, which offer all the taste and quality that consumers expect from KETTLE® but with fewer calories and less fat.

‘Better for You’ is a significant category in snacking worth £140m at RSV per annum, and those lighter products that offer taste combined with health benefits are in strong growth of 20% year on year, according to Nielsen data (Nielsen data to 12th September 2015, includes Ready to Eat Premium Popcorn). Last year KETTLE® launched a Baked Handy Pack range, adding to our unique Baked Sweet Potato products, which received great consumer feedback, and we are now looking to build sales even further in this area, taking KETTLE® into more everyday snacking occasions.

The new range consists of four tasty seasonings, across two different product bases – Lentil Curls and Wholegrain Waves - offered in both multi-pack and handy pack formats. The Lentil Curls are available in Sweet Chilli and Mozzarella & Pesto, and the Wholegrain Waves in Maple Barbecue and Coconut, Lime & Chilli. Each pack contains less than 100 calories and 50% less fat than standard crisps. The multi-packs contain 5 x 22g bags at an RSP of £1.89, and the 2 x 22g handy packs are available at the RSP of 70p per bag (Maple Barbecue Wholegrain Waves and Mozzarella & Pesto Lentil Curls).

The concept and products have researched exceptionally well with consumers, and extensive distribution is rolling out from now in both major multiples and Independent stores.

Andrew Slamin, Marketing Director, Kettle Foods:

“Our consumer research has definitely confirmed that consumers are looking for snacks that offer great taste, but also a lighter eat, for everyday snacking. Our unique manufacturing capability has enabled the development of KETTLE® Bites, the perfect new snack for those who want something lighter when snacking but don’t want to compromise at all on taste.”

In keeping with the KETTLE® ethos, the new Bites are made from real food ingredients, with absolutely no hidden nasties. This is clearly communicated by highlighting the key seasoning ingredients on the front of pack, as well as the calorie and fat messaging.

The range will be supported by a wide ranging consumer campaign next year including advertising, sampling, PR and Digital activity to raise awareness and prompt trial of the new products.