PepsiCo has thrown down the gauntlet to rival United Biscuits with the launch of a major new snacks brand aimed at men.
Nobby’s is a range of crisps, nuts and coated nuts aimed at the UK’s 17-34 year-old male population. It is being positioned as a hearty, “blokey” snack after research by the company found that most snacks do not adequately satisfy male hunger.
The crisps, which come in a thick, ridge-cut shape, will go head-to-head with United Biscuits’ McCoy’s brand, and are described by PepsiCo as a “bigger and chunkier” crisp.
Nobby’s are available in a variety of flavours created to appeal to men, including Chip Shop Salt & Vinegar, Friday Night Balti Chicken, and Straight From
the Grill Steak, in 50g bags. A six-bag multi-pack in the steak flavour and a variety pack are also available.
To further appeal to the male consumer, the packaging also includes information deemed relevant to the target consumer, such as instructions on how to tie a Windsor knot.
The new Nobby’s nuts will compete with United Biscuits’ KP nuts brand. Two traditional flavours - Classic Salt and Dry Roast - have been developed for the standard nuts in 50g bags, while the coated nuts come in Sweet Chilli and Smoked Bacon flavours in 40g single-serve bags and 140g sharing bags.
PepsiCo trade marketing manager Nick Seal said that he hoped the new nuts brand would encourage men to make more impulse purchases.
“With Nobby’s great product offering and strong brand appeal, we have developed a mainstream brand for eat-now that will increase impulse sales across the convenience and licensed channels.”
The Nobby’s launch is being backed by a £5m marketing campaign, and is also being supported by a £750,000 investment in display units.
Stefan Chomka
Nobby’s is a range of crisps, nuts and coated nuts aimed at the UK’s 17-34 year-old male population. It is being positioned as a hearty, “blokey” snack after research by the company found that most snacks do not adequately satisfy male hunger.
The crisps, which come in a thick, ridge-cut shape, will go head-to-head with United Biscuits’ McCoy’s brand, and are described by PepsiCo as a “bigger and chunkier” crisp.
Nobby’s are available in a variety of flavours created to appeal to men, including Chip Shop Salt & Vinegar, Friday Night Balti Chicken, and Straight From
the Grill Steak, in 50g bags. A six-bag multi-pack in the steak flavour and a variety pack are also available.
To further appeal to the male consumer, the packaging also includes information deemed relevant to the target consumer, such as instructions on how to tie a Windsor knot.
The new Nobby’s nuts will compete with United Biscuits’ KP nuts brand. Two traditional flavours - Classic Salt and Dry Roast - have been developed for the standard nuts in 50g bags, while the coated nuts come in Sweet Chilli and Smoked Bacon flavours in 40g single-serve bags and 140g sharing bags.
PepsiCo trade marketing manager Nick Seal said that he hoped the new nuts brand would encourage men to make more impulse purchases.
“With Nobby’s great product offering and strong brand appeal, we have developed a mainstream brand for eat-now that will increase impulse sales across the convenience and licensed channels.”
The Nobby’s launch is being backed by a £5m marketing campaign, and is also being supported by a £750,000 investment in display units.
Stefan Chomka
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