United Biscuits Hayes Park North Hayes End Road Hayes, Middlesex UB4 8EE Tel: 0208 234 5000 Key personnel Managing director Will Carter Marketing director Mandy Ferguson Sales director Peter Birkholm Key brands KP Original Salted Peanuts KP Dry Roasted Peanuts KP Salt & Vinegar Dry Roasted Peanuts KP Chilli Peanuts KP Honey Roasted Peanuts KP Cashews KP Pistachios KP Snack Mix KP Christmas Luxury Pots KP Party Pots The total nut market is now worth an estimated £212m and has shown important year-on-year growth ahead of other snacking categories. KP Nuts, the largest branded player in the sector with over a 24% market share, strives to create a sales and marketing programme that not only promotes the brand to consumers but works in partnership with retailers to secure a high level of sales. With over 40% of annual nut sales taking place over the Christmas period, it is even more crucial that KP gives retailers the opportunity to drive sales right across all sectors with strong promotional activity. Marketing director Mandy Ferguson says: "Consumers need for choice is at its highest over the seasonal period and the development of KP's Christmas range has fulfiled this need and continues to drive incremental value and volume sales for retailers." Ferguson believes that achieving stand-out and visibility is key to success during the Christmas season: "The snacking fixture is at its busiest therefore clarity is key when merchandising goods. "With the knowledge that Christmas is such an important time for retailers, KP continues to develop and improve a strong branded seasonal nuts range. This includes a Party Pot range and, at the premium end of the market, KP Luxury Christmas Pots." There is a clear link between nuts and drinks (especially at Christmas) and KP suggests retailers to dual merchandise nuts in the beers, wines and spirits fixture where ever possible. "But KP support for retailers is not just for Christmas!" says Ferguson. "2001 has been a busy year for KP who has sought to drive the category further by increasing consumer awareness and broadening year-round consumption. The total nut market has shown important growth and now boasts a presence in almost two out of three UK households." KP strives to promote the positive role nuts can play as part of a healthy balanced diet. "KP has spent the last year taking this message to consumers," says Ferguson. "The Nuts For Life report was produced, clearly communicating how peanuts can support a healthy, balanced diet and dispelled misconceptions on issues such as salt and fat content. "This was sent to key journalists and food writers, supported by a series of radio interviews. A leaflet for consumers underlining the key points in a clear, informative manner has also been produced." 2001 has also seen the biggest ever on-pack promotion for KP Nuts. Themed "Get a Taste for Life" the promotion offered over £75,000 worth of amazing adventure holidays which could be won instantly. Ferguson says: "The prizes included the chance to fly a MIG jet over Moscow, train as an astronaut or scuba dive in the Great Barrier Reef. The promotion has caused quite a stir among the target market for KP Nuts. "KP believes growth in snacking offers all retailers a tremendous sales opportunity and will continue to support retailers with an innovative range, in-store merchandising and consumer promotions. Whatever the occasion, KP has the nut!" {{Z SUPPLEMENTS }}

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