KP is taking Mini Cheddars beyond their cheesy homeland into non-cheese-based territory. Two new flavours ­ Smokey BBQ and Tangy Salsa ­ join the range from March 26, replacing Cheese and Onion and Cheese and Ham which will be delisted. This follows the relaunch of the Mini Cheddars brand last June which KP claims has prompted a 10% year on year uplift in sales. It also claims the range extensions will grow the £35m brand by a further 10% over the next year by encouraging Mini Cheddars consumers to eat them more often as well as bringing new eaters in. A £2m marketing campiagn including posters, radio, instore promotions and sampling will support the launch of the new flavours. The product has a new pack design and comes in 50g bags (rsp 34p), a seven pack multipack of 30g bags 9rsp £1.35) and a mixed 12 pack (rsp: £1.99). {{MARKETING - P&P }}

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