KP Snacks is the umbrella for a collection of savoury items owned until 2012 by what was then United Biscuits, best known for the McVitie's sweet biscuit portfolio. Following a series of unsuccessful attempts to sell the whole United Biscuits business, the savoury division was carved out as a separate unit and acquired by German company Intersnack for a reported £504m. KP Snacks is now the UK's #2 in the savoury sector with around 13% market share (behind Walker's with 45%). The best-known of these brands are McCoy's crisps (Nielsen estimated sales of £105m in 2016) and Hula Hoops potato rings (£88m). Other savoury brands include KP Nuts, the Phileas Fogg range of exotic flavoured tortilla chips and Skips prawn cocktail discs. KP also now markets Intersnack's Pom-Bear and Penn State salty snacks in the UK. In 2017, the company acquired top-selling popcorn brand Butterkist (sales of around £47m annually), followed by Tyrell's crisps in 2018. Also in 2018, Intersnack acquired the European operations of US brand Popchips. KP reported revenues for 2017 of £346m. Mark Thorpe was appointed as CEO in 2017. Kenyon Produce was originally a maker of pickles and jam, founded in 1853. It introduced its first roasted saleted nuts a century later under the KP name, and was acquired by United Biscuits in 1968. Another UB acquisition, biscuit maker Meredith & Drew, had diversified into potato crisps and this line was absorbed into KP, resulting in the subsequent launch of Hula Hoops and McCoys. Subscribers may access account assignments and contact information. The searchable account assignments database is available to full subscribers to Adbrands.net premium services. Click here to access Adbrands account assignments (subscribers only); or see here for information on how to subscribe.
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Who are the competitors of KP Snacks? See Food Sector for other companies
Capsule checked 3rd October 2017
Recent stories from Adbrands Weekly Update:
Adbrands Weekly Update 24th May 2018: German group Intersnack, owner of McCoys crisps and Hula Hoops among other brands in the UK, added smaller crisp rival Tyrrell's to its portfolio. It's the latest in a series of owners for struggling Tyrell's. Its private equity owners sold the business in 2016 to popcorn maker Amplify Snacks; Amplify was itself acquired last year by Hershey's, but Tyrrell's performance has steadily weakened. It should find a more stable home in Intersnack, boosting that group's position as the UK #2 in salty snacks behind PepsiCo's mighty Walker's division.
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