Pipers Crisps has launched a new range of pea-based snacks alongside investment in a redesign of its core range of gourmet crisps.
Pipers Crispeas are available in three flavours: Matar Paneer, based on the Indian pea and paneer dish, the Spanish-inspired Salsa Verde, and English Mint.
Aimed at the growing “better for you” (BFY) market, they contain fewer than 95 calories per pack and are sources of protein and fibre. They are gluten-free, wheat-free, barley-free and suitable for vegetarians.
Pipers Crisps has also unveiled a new design for its packaging. It gives more emphasis and personality to the “Piper” man, who is becoming synonymous with the brand, and introduces the “Live life full of flavour” concept, with clearer nutritional messaging to the back of packs.
All other aspects of the brand and packaging remain the same, including the bold pack colours themselves. The new design is being rolled out in May.
Katy Hamblin, marketing manager at Pipers, said: “We’ve based this new redesign on semiotic studies – research into the impact of signs in communication – as well as the feedback we’ve had from our customers and end-users.
“Pipers Crisps is perceived as a brand of substance which leads the way in the marketplace. As a strong brand we do things our own way, so it’s important to keep the Pipers brand moving forward, ahead of what our competitors are doing.”
Crispeas will be added to the portfolio from May 14, available in 21g packs. Katy said the launch followed a careful look at the trends that were driving the healthy snacking market.
“It’s clear that there are two key factors: taste and nutritional benefits. Protein as a cited benefit is an important global food trend with over 50% of consumers citing the need for more protein in their daily diet.
“But, overall, taste is still the key driver for snack purchasing consumers. That’s why we’ve combined three delicious flavours for our British peas, which are already naturally low in calories as well as a source of protein and fibre.”