Peperami is being extended into the nuts market through a licensing deal with snacks supplier Humdinger.

Yorkshire-based Humdinger is to launch Peperami Double Crunch Peanuts (rsp: £1), which claim to offer “the distinctive, smoky flavour of Peperami” in a nut format. It will be hoping to tap into booming sales of flavoured nuts, up 47% by volume year-on-year [IRI 12m/e December 2013].

Citing Mintel data, Peperami licensing head Julie McCleave said 54% of shoppers looked for a trusted brand when choosing savoury snacks. “This launch combines the number-one meat snack with a key player in the nuts sector,” she added.

Humdinger produces licensed licensed products including s savoury nuts under the Guinness and Marmite brands, and Vimto and The Simpsons fruit snacks. It also produces its own Humzingers and Fruit Factory fruit snacks including strings and shapes.

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