KP Nuts: Rebrand

KP Nuts, the peanut snack producer, turned around a decline in relevance with a narrative-changing redesign that delivered increases in sales, market share, and RRP.

Executive Summary

KP Nuts has been an iconic brand in the UK since 1953 when it was first launched as the nation's first salted peanut. It has remained true to its original high standards of quality and taste and achieved national distribution and a place in consumers hearts as an accompaniment to a pint of beer in pubs across the country.

However, as consumer tastes, trends and expectations have evolved, the brand was beginning to lose relevance in 2016/17.Consumer attitudes and behaviours had changed - with more people opting for healthy snacking or more premium snacking...

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