KP Snacks has unveiled a major refresh of its popchips brand, rolling out modernised packaging and upgraded flavours designed to sharpen the brand’s “Better for You” positioning and strengthen its appeal in the fast‑moving healthier snacking segment.

The company says the redesign is driven by one core insight: taste remains the number‑one purchase driver in healthier snacks.

The new look leans heavily into flavour, crunch and texture cues to ensure shoppers instantly understand the product experience at shelf.

A more flavour‑forward identity

The updated packs feature eye‑catching colours aligned to the brand’s enhanced flavours, with larger graphics and high‑quality snack photography to boost visibility and appetite appeal. KP Snacks says these changes are engineered to increase shopper engagement and reinforce popchips’ reputation for delivering permissible yet flavour‑packed snacking.

Priyanca Masrani, brand manager at popchips, says the refresh “reinforces its appeal across quality and taste cues, while appealing to consumers with a fresh new look,” adding that the brand is perfectly positioned for shoppers seeking bold flavour without compromising on healthier choices.

Category performance

popchips remains one of the strongest players in healthier snacking, sitting in the top three brands with a value of £34.9m and a 13% share of the segment. KP Snacks expects the rebrand to help accelerate both brand and category growth.

Digital-first campaign

To support the relaunch, KP Snacks is activating a digital campaign across TikTok and Meta, aiming to drive awareness among younger and flavour‑seeking audiences.