Pipers’ repositioning and redesign have differentiated the brand in the highly competitive crisp category and enabled it to innovate outside of its core offering to successfully launch a snack made from peas.
At the centre of the new brand positioning, identity and pack design by BrandOpus is a ‘living life boldly’ narrative. This has allowed Pipers to engage beyond product alone by distinguishing the brand through enjoyment, rather than provenance. By moving away from a link to potatoes, Pipers has been able to operate credibly in two distinct areas of the snacking market.
Launched in 2018, Pipers’ redesign unlocked distribution beyond independent stores into larger, convenience retailers including Euro Garages and WH Smith, whilst ‘Crispeas’ – Pipers’ brand extension into the ‘better-for-you’ snacking segment – secured listings in Co-Op, Benugo and Spar. The number of outlets listing Pipers jumped 12% to 14,000 in the year after redesign.
Pipers’ volume growth increased 10%, whilst the design enabled a 3% price point increase, and the brand added £500,000 to growth on the previous year. The company’s team swelled – up from 86 to 99 – and the redesign helped facilitate the sale of the business to Pepsico in March 2019.