Winners 2022/ Bronze

Project: KP Nuts Rebrand

Client: KP Snacks

Design: This Way Up

A new pack design and format revived KP Nuts’ fortunes, accelerating its value by 37.9% in two years. This was well ahead of its 10% target and added approximately £23million to the salted peanut brand’s market value. 

KP Nuts was facing a perception problem and was losing relevance as consumer behaviours evolved. With people increasingly opting for healthier or more premium snacks, by 2017 the iconic brand’s volume sales were in decline. 

Having become too reliant on Christmas sales, a complete brand transformation was undertaken to attract a wider audience to KP Nuts and enable it to break into broader occasions. 

Increasing standout, aiding navigation at shelf and maximising opportunities for sharing, the new design and resealable structural pack by This Way Up have re-ignited KP Nuts’ growth and transformed perceptions of the 66-year-old brand. Elevating KP Nuts’ taste and ‘real food’ credentials, the design communicates the product’s superior quality over competitors, enabling a 22.5% rise in retail price, against a target 10% increase.

Distinguished from competitors, KP Nuts can now be found 0.43 seconds quicker on shelf. It’s successfully attracting more female and younger consumers, without alienating its existing customer base. The category was growing faster than KP Nuts in 2019 (12% v 7.5%), but post-redesign the brand saw growth of 14% in 2020 and 12.25% in 2021, while category growth was only 3% and 4.6% for those two years.