KP spreads a new look across its range

KP is relaunching its entire nuts range in new packaging created by PI Design. The London consultancy is now working on new- product development with KP.

The major change for the nuts packaging is a shift from the prominent use of the word “nuts” to that of “KP”.

PI researched the idea of creating a new brand name instead, but it was told by consumers to simply make more of the KP name, which as the market leader has more than 40 per cent of the UK market.

PI Design creative director Don Williams says: “A bar call of ‘a bag of KPs please ‘ instead of ‘a bag of nuts please’ would be the icing on the cake. The KP Nuts project presented us with one of those rare occasions when an incredibly strong equity has been under-utilised.”

KP Nuts senior brand manager Doug Elliott says two discontinued flavours are being reinstated “as consumers are expecting diversity”.

PI also considered a wider use of blue – “a strong KP equity”, according to business development director Chantal Bordet – but decided this would make the packs less fun. PI has also designed new shipping cartons.

KP is keen to up its sales through supermarkets. Elliott says the new packs are hard to ape. He adds: “The only reference point for own-brand is the product shot.”

The relaunch comes three years after the last change of packaging and may be supported by advertising later this year or in 1998, says Elliott.