KP Snacks

KP Snacks Limited.

Company re-brand and redesigned KP Nuts packaging range

Lewis Allum

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The History of KP KP has been making tasty products for over 150 years. The letters ‘KP’ stand for Kenyon Produce and we also used to manufacture sweets and popcorn. You will know us best for our delicious nut snacks.

We source our nuts from our growers in places like Asia and South America. KP is committed to selling only the best quality products, this is why we are the UK’s favourite nut brand.

1850’s KP began life in 1853 selling sugar, confectionery, jams and pickles. Not a sign of any roasted & salted nuts in those days.

1940’s In the post-war period, a demand for novel food items saw production begin at the Rotherham factory, where we still produce our nuts today. The company became known as Kenyon Produce.

1950’s Kenyon Produce, now known as KP, manufactured sweets, popcorn, peanut brittle, peanut butter and peanuts. First nut production was in 1952. These were Roasted Salted Hazelnuts as they were the only nuts freely available. The first bags of peanuts launched under the Hercules brand and sold for 1d.

1960’s After years of success, in 1968 KP Nuts became part of United Biscuits manufacturing well known brands including McVitie’s and Jaffa Cakes.

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1970’s KP ceased production of peanut butter & peanut brittle to concentrate on peanuts, which is what we are famous for.

1980’s We launched our first Dry Roasted Peanuts and they became an instant hit, remaining a favourite today.

2000’s KP launches the first Salt & Vinegar Flavour Peanuts, these nuts have since become extremely popular.

Present KP becomes part of KP Snacks, owned by the Intersnack Group. KP continues to use its vast expertise to bring you the best quality nuts.

With 60 years of peanut know-how, it’s no wonder KP are the experts in sourcing and roasting the best quality nuts.

KP work closely with their suppliers in South America and Asia to help them grow and develop the highest grade nuts.

KP’s expert team have years of experience and training to make sure their nuts are roasted to perfection and achieve just the right colour and flavour levels to satisfy nut lovers everywhere. And of course nothing leaves the KP factory if it doesn’t pass our strict quality and taste standards.

And once they reach the factory, only the healthiest-looking, unblemished nuts make it into production. http://www.kpnuts.com/ 3

KP Nuts Range Regular Peanuts Dry Roasted These were a taste sensation when they launched in the mid1980s and they’ve been a big hit ever since. Using the best quality peanuts and a special roasting process – we bring out a smoky savoury flavour that compliments the peanut perfectly.

Original Salted Our mouth-watering, Original Salted Peanuts are roasted to perfection to ensure they’re bursting full of flavour with a deliciously crunchy texture – it’s what we’re famous for and you’ll genuinely taste the difference.

Honey Roast These irresistible sweet peanuts are traditionally popular during the festive season, but they’re now available all year round.

They’re a deliciously sweet fusion of salt and sugar dusted over a glazed honey surface. Try them once and you’ll never go back.

Jumbo Flavoured Peanuts Salted You won’t be disappointed by our biggest ever peanuts. These Jumbo Salted Peanuts are peanut perfection – so deliciously more-ish and tasty that you just can’t stop popping them in your mouth.

Spicy Chilli If you like food with a big bit of bite, then you’ll love these hot and tasty Jumbo Spicy Chilli Flavour Peanuts that contain no artificial colours or flavours. They have a mild tomato flavour that’s complemented by a strong chilli kick, giving you a delicious, big peanut with a bit of the devil inside.

Jumbo Cashews

Salt & Vinegar Big flavours don’t come much more tasty than Salt & Vinegar Flavour. So if you like your peanuts on the jumbo side, then you must try these jumbo peanuts that blend a salty flavour with a sharp vinegar hit and all without any artificial colours or flavours.

Smoky BBQ Due to popular demand, we’ve now introduced delicious barbecue flavoured jumbo nuts, offering a moorishly meaty version of our best quality jumbo peanuts.

Our biggest ever cashews will satisfy any cashew nut lover.

Carefully selected to meet our exacting size and quality standards, we lightly toast and salt them to bring out their natural flavour. And for sweet nut lovers, we’ve also coated them in an irresistibly treaty honey roast coating, divine.

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Jumbo Nut Mixes More than just an ordinary nut mix, our Jumbo Nut Mixes combine our biggest ever peanuts with our biggest ever almonds and cashew nuts. The nuts in our Jumbo Nut Mix taste great on their own, so we just lightly roast and then season them with salt to bring out the nut’s natural flavour. For those who prefer their nut mixes unsalted, we’ve added juicy, moist golden raisins and cranberries for a delectable sweet, nutty combination.

Nutty Nibbles These irresistibly moreish nutty mixes are perfect for those more indulgent moments. Enjoy Cherry & Cranberry pieces mixed with honey roast peanuts and chocolate raisins or choose the sinful Hobnob & Chocolate with honey roast peanuts, hobnob biscuit bites and chocolate chunks.

KP Snackers Spicy Chilli This spicy snack and nut mix contains a delicious selection of best quality KP jumbo peanuts, spicy chilli flavour corn strips and multigrain crisps - perfect for those who can take a little heat!

Enjoy with friends, family or in front of a film.

Salted A delicious lightly salted snack and nut mix. We’ve carefully selected the perfect combination of jumbo peanuts, Hula Hoops, mini tortillas and crunchy tortilla corn strips, ensuring there’s something for everyone!

Salt & Vinegar Our salt & vinegar snack and nut mix is a punchy mix of jumbo peanuts, salt & vinegar corn strips, multigrain crisps and spirals. Each mouthful is bursting with flavour and ideal for sharing amongst family and friends.

http://www.kpnuts.com/ 5

Responsible business KP’s products - some of Britain’s best-loved snacks - have been around for a long time now. And throughout that time, we’ve always liked to do things a little differently.

We call this our Taste for Good. It means we’re striving to do good for our consumers, the environment, the people who work at KP and our local communities.

From the ingredients we use to the staff training we provide, the local causes we support to the amount of energy we use, our ‘taste for good’ means our business is working to enrich lives, society and the environment a little more each day.

We also manage our business according to the environmental approach of the wider Intersnack Group, of which we are a part.

Environmental Factors We try our best to tread lightly when it comes to our environmental impact.

That means reducing the amount of energy and water we use and sending zero waste to landfill.

We’re committed to reducing our total CO2 emissions by 35% and our water use by 75% by 2020* Some of our other achievements: We have implemented rainwater harvesting at all our sites and recycle more than half a million cubic metres of water a year at our Teesside water treatment plant.

To save energy, we’ve installed LED lighting at all our factories and real-time automated manufacturing information systems are being installed in our Hellaby, Tanfield and Ashby factories.

We’ve reduced our total use of packaging by 11% since 2007 and are installing new flowrap technology to make our packs more compact.

We track and monitor food waste at all our sites and recycle everything into animal feed or for other uses, such as waste salt to salt lick or road grit.

All KP Snacks’ manufacturing sites and offices have been zero waste to landfill since 2012.

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Packaging Reduction: As part of our ongoing environmental improvement drive, we are constantly seeking to minimise our use of both consumer and distribution packaging.

One of our recent projects introduced flow-wrap technology for multipacks of our bagged snacks such as Hula Hoops and McCoy’s.

Because flow-wrapping enables us to make a more compact pack, the size of each multipack is reduced, saving packaging materials and helping us to put more packs into cases and more cases on each lorry.

So far we have achieved significant results, including annual savings of: 190 tonnes of wrapping film 460 tonnes of corrugated cardboard (for outer cases Around 64,000 wooden pallet 1,200 fewer journeys by lorry Overall, we have reduced our use of packaging film by 11% since 2007.

Health Factors We take the nation’s health seriously so we’re constantly working to improve the nutritional value of our products.

Our aim is to make sure that, whichever KP product people choose, it will have been responsibly produced and marketed as well as tasting great.

We have an active programme to reduce saturated fat and sodium and remove artificial colours, flavourings and sweeteners from our products. All our new snacks are designed within recommended guidelines on salt and saturated fat and use entirely natural flavourings. We’re also working hard to make sure that our longstanding heritage brands are as healthy as possible.

So far, our products are100% free from artificial colours, 98% free from artificial sweeteners, 92% free from added flavour enhancers (including MSG) and 80% free from artificial flavours.

Clear information: We always comply with current legislation and work closely with industry bodies to respond to changing trends in diet, activity and nutrition.

KP Snacks actively contributes information and resources to support public health campaigns and we've signed the Government’s Responsibility Deal pledges on non-use of artificial trans fats and salt reduction. We also endorse the Chief Medical Officer's Guidelines on Physical Activity.

Nutritional Information: Peanuts are a good source of protein and fibre, as well as containing essential vitamins and minerals for those who lead an active lifestyle. These include Niacin (Vitamin B3), Biotin (Vitamin H), Phosphorus and Magnesium.

We should eat a balanced diet including some fat and nearly 80% of the fat in peanuts is monounsaturated and polyunsaturated (the ones that are better for you!). Fat in our diet is essential as it provides the vital energy that we need to grow and live our daily lives.

Nuts make the perfect snack choice which can easily fit into a balanced diet and active lifestyle.

And finally, all our packaging is entirely clear on the nutritional profile of the product inside. After all, we believe that – with the right information - everyone should be able to enjoy our products as part of a balanced diet and healthy lifestyle.

http://www.kpnuts.com/ & http://www.kpsnacks.com/ 7

Current Nuts Packaging

Fun design will appeal to a younger audience.

Natural colours.

Walkers logo isn’t so prominent.

available at Tesco and Sainsbury’s

Stands out with 3D feel which grabs audiences attention.

Stylised images of nuts. Clear flavour. No nutrition information on front.

Simple and sophisticated packaging makes product clear. Not over-complicated.

Bright and block colours. Gives a sense of quality.

Subtle use of colour.

Clear film to see actual contents.

Reassurance for consumer. Nutrition information.

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Packet gives a sense of quality. Nice use of typography.

Interesting imagery showing ingredients.

Simple, single colour scheme. Nutrition information on front.

Unappealing packaging design. Too complicated.

Brand packaging doesn’t fit together as a set.

Simple and clear design.

Limited colour palette. Image of product. Easy to read from afar.

Includes nutrition information.

Packaging matches rest of Marmite range with a black packet.

Boring packaging design. Doesn’t stand out.

This design stands out better. However, nuts don’t look that appealing.

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Nobby’s Nuts

I have taken inspiration from Nobby’s nuts with their simplistic and vibrant packaging. By only using black and a single colour, it gives the packets a clean and bold look that stands out. The use of silhouette imagery works well by subtly linking to the flavour of the nuts. Using minimal text makes the packaging clear to read and not put the consumer off with a complicated visual. It includes nutritional information without it detracting away from the overall design.

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Packaging Inspiration

Interesting shaped packaging creates interest and inquisitiveness.

Simple natural colours match brand.

Interesting shaped packaging and consistency across range. Use of colour to distinguish flavours / range.

Simple colour scheme with accent colours and window to see products inside. More appealing to customers if they can see the products.

Very sophisticated look and deep purple works well.

Red makes product stand out.

Simple clear design. Black gives a sophisticated look.

Vibrant fun colour matches brand personality.

Brand consistency works well at creating a unique and memorable brand.

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Packaging Inspiration Subtle use of colour. Clear film to see actual contents.

Reassurance for consumer. Nutrition information.

Clear window is in shape of flavour which creates interest and draws in customer attention.

Clever use of imagery attracts customer attention and adds a unique and memorable design. Very sophisticated feel.

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Organic colours match brand qualities.

Economic design.

See nuts through sides.

Unique design and quality feel.

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Target Market

25 - 34 year olds This range includes a large range of life stages including singles, married couples, families, etc...

Getting settled down into everyday life routines.

66% of this age group are either married or living with a partner, 30% are still single and 4% are either divorced or separated.

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Brand Personality

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Demographic Mood Board

Brand Personality Inspiration

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Brand Personality Planning

Dark Grey

Light Grey

Deep Purple

Deep Blue

White

C:70 M:61 Y:57 K:69 R:47 G:47 B:47 Web: #2F2F2F

C:33 M:25 Y:26 K:5 R:177 G:177 B:177 Web: #B1B1B1

C:85 M:100 Y:37 K:52 R:51 G:23 B:60 Web: #33173C

C:100 M:99 Y:40 K:42 R:35 G:30 B:69 Web: #231E45

C:0 M:0 Y:0 K:0 R:255 G:255 B:255 Web: #FFFFFF

Sea Blue

Roast Orange

Honey Yellow

C:62 M:30 Y:0 K:0 R:105 G:156 B:211 Web: #699CD3

C:5 M:79 Y:100 K:1 R:225 G:80 B:17 Web: #E15011

C:13 M:29 Y:95 K:2 R:225 G:178 B:18 Web: #E1B212

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Packaging Development

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Packaging Development

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Logo Inspiration

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Logo Development

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Packaging Development

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Feedback Reconsider font for key points.

Include bullet points for key points, maybe the arrow from logo.

Bigger halo around KP logo.

Arrow slightly too prominent.

Think about text placement.

Font size.

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Packaging Development This is a net of some hot chocolate packaging I found which gave me inspiration for my design.

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Final Packaging

High in fibre

BLE F TA

NS

G

OR

For allergens see ingredients in BOLD. Also may contain other Nuts, Milk, Soya, Gluten.

Source of protein

180g Ҽ VE

Ingredients: PEANUTS, Sunflower Oil, Salt.

Nutritional Information

SU I

ROASTED SALTED PEANUTS

O S

riginally altedpeanuts

Snacks can be enjoyed as part of a balanced diet and healthy lifestyle, including regular exercise.

E TA R I A

AVERAGE VALUES

PER 100g

PER 30g SERVING

ENERGY

2544kJ 615kcal 51g 8.1g 5.6g 5.1g 8.5g 30g 1.3g

763kJ 185kcal 15g 2.4g 1.7g 1.5g 2.6g 9.0g 0.39g

FAT of which SATURATES CARBOHYDRATE of which SUGARS FIBRE PROTEIN SALT 180g box = approximately 6 servings

Quality Guarantee

® Registered Trade Mark www.kpsnacks.com www.kpnuts.com

Store in a cool, dry place.

Once opened, store in an airtight container and consume within 7 days.

We take every care to ensure this product reaches you in perfect condition. If it does not, we want to know!

Please return the box and contents to our Consumer Services Team at the address shown, stating when and where purchased.

If you have any questions, comments or even suggestions, please contact us: Tel: Freephone (UK) 08080 576887 (Mon-Fri 9am-5pm) Republic of Ireland 1 800 551755

Remember small children can choke on peanuts.

Packaged in a protective atmosphere.

Mail: KP Snacks Limited, Freepost (LE6531), P.O. Box No.4, Ashby-de-la-Zouch, Leicestershire, LE65 1NZ. Email via: www.kpsnacks.com

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Snacks can be enjoyed as part of a balanced diet and healthy lifestyle, including regular exercise.

BLE F TA

G

NS

Source of protein High in fibre

180g Ҽ VE

Ingredients: PEANUTS, Dry Roasted Flavour [Flavouring, Salt, Flavour Enhancer: Monosodium Glutamate, Dried Yeast Extract, Rice Flour, Paprika, Spices & Herbs (contains CELERY Seed Powder), Dried Onion, Colours: Paprika Extract, Turmeric Extract; Dried Garlic, Smoke Flavouring], Modified Starch, Stabiliser: Acacia Gum.

peanuts

SU I

DRY ROASTED PEANUTS

oasted

OR

D R

ry

Nutritional Information

E TA R I A

AVERAGE VALUES

PER 100g

PER 30g SERVING

ENERGY

2462kJ 594kcal 47g 7.8g 7.3g 5.1g 8.6g 30g 2.0g

739kJ 178kcal 14g 2.3g 2.2g 1.5g 2.6g 9.0g 0.60g

FAT of which SATURATES CARBOHYDRATE of which SUGARS FIBRE PROTEIN SALT 180g box = approximately 6 servings

Quality Guarantee

For allergens see ingredients in BOLD. Also may contain other Nuts, Milk, Soya, Gluten.

® Registered Trade Mark www.kpsnacks.com www.kpnuts.com

Store in a cool, dry place.

Once opened, store in an airtight container and consume within 7 days.

We take every care to ensure this product reaches you in perfect condition. If it does not, we want to know!

Please return the box and contents to our Consumer Services Team at the address shown, stating when and where purchased.

If you have any questions, comments or even suggestions, please contact us: Tel: Freephone (UK) 08080 576887 (Mon-Fri 9am-5pm) Republic of Ireland 1 800 551755

Remember small children can choke on peanuts.

Packaged in a protective atmosphere.

Mail: KP Snacks Limited, Freepost (LE6531), P.O. Box No.4, Ashby-de-la-Zouch, Leicestershire, LE65 1NZ. Email via: www.kpsnacks.com

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Final Packaging

Snacks can be enjoyed as part of a balanced diet and healthy lifestyle, including regular exercise.

Source of protein High in fibre

180g Ҽ BLE F TA

VE

Ingredients: PEANUTS, Sugar Sunflower Oil, Honey, Glucose Syrup, Salt, Stabiliser: Xanthan Gum.

peanuts

G

NS

HONEY ROAST PEANUTS

SU I

oney oast

OR

HR

Nutritional Information

E TA R I A

AVERAGE VALUES

PER 100g

PER 30g SERVING

ENERGY

2435kJ 587kcal 44g 7.0g 19g 17g 7.3g 25g 0.75g

731kJ 176kcal 13g 2.1g 5.7g 5.1g 2.2g 7.5g 0.23g

FAT of which SATURATES CARBOHYDRATE of which SUGARS FIBRE PROTEIN SALT 180g box = approximately 6 servings

Quality Guarantee

For allergens see ingredients in BOLD. Also may contain other Nuts, Milk, Soya, Gluten.

® Registered Trade Mark www.kpsnacks.com www.kpnuts.com

Store in a cool, dry place.

Once opened, store in an airtight container and consume within 7 days.

We take every care to ensure this product reaches you in perfect condition. If it does not, we want to know!

Please return the box and contents to our Consumer Services Team at the address shown, stating when and where purchased.

If you have any questions, comments or even suggestions, please contact us: Tel: Freephone (UK) 08080 576887 (Mon-Fri 9am-5pm) Republic of Ireland 1 800 551755

Remember small children can choke on peanuts.

Packaged in a protective atmosphere.

Mail: KP Snacks Limited, Freepost (LE6531), P.O. Box No.4, Ashby-de-la-Zouch, Leicestershire, LE65 1NZ. Email via: www.kpsnacks.com

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Lewis Allum