This Way Up Harnesses the Sun for KP Nuts in New Packaging Design

There’s no denying a revolution is occurring within the snacking world. As a population waking up to the benefits of improved health and wellness, we’re focusing more on our day-to-day habits, including how and what we snack on.

For KP Nuts they already knew they had quality product, one that has been a firm favourite in the UK market since they first started selling nuts in the 1950’s. However, as snacking habits continue to evolve the brand needed a review to ensure they remain relevant to consumers.

KP Nuts are grown under the warm South American sun, and as a result are packed with natural vitamins and nutrients, including Omega-3, Vitamin E and antioxidants. They are also a source of ‘good fats’.

Award-winning brand and packaging design consultancy This Way Up partnered with KP Nuts to identify and highlight the product benefits, communicating them in such as way as to enhance the overall brand identity and pack design, whilst appealing to the health-conscious consumer audiences.

They harnessed the South American sun, delivering it onto pack in order to illustrate the product’s provenance, and associated health benefits of the naturally sourced snack. Protein and fibre content has also been elevated to the front of pack.

The new design is being rolled out across the brand’s 29-product portfolio, and will be available in shops from July 1st.

“Peanuts have always been a healthy alternative to many other mainstream snacks, the problem was that they simply weren’t highlighting the benefits effectively.” says David Pearman, Creative Director & Founding Partner, This Way Up. “Customers are increasingly concerned about the nutritional benefits, and natural provenance of their food. We wanted to reassure them that KP Nuts are a great choice, not just for flavour, but for nutritional benefits also.”

Sue MacKay, KP Nuts marketing manager, said: “The refresh of KP Nuts packaging will enable the brand to be a true category beacon, driving forward category growth. By highlighting the health credentials and developing a handy reseal function, we are responding to demand from our consumers who want products that are higher in protein and fibre and also want to enjoy these products whilst socialising with family and friends.”

Source: This Way Up

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